3 changes coming to Google Ads automated extensions

The way Google Ads automated extensions work is changing. Here’s what you need to know.

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Google Ads has announced three changes to the way automated extensions – a type of ad extension that is created dynamically for your ad when it’s “predicted to improve your performance.”

Here’s what’s changing in Google Ads automated extensions:

1: Automated and manual extensions can be shown together. Starting in mid-March, automated extensions can be shown with manually created extensions. So if you have created two sitelinks manually, Google ads can show two dynamic sitelinks, for a total of four sitelinks. 

2: Reporting. In the coming weeks, Google Ads will provide a report for “Automatically created” extensions. You can view these in the table view of the Extensions page. 

Google Ads Automated Extensions Reporting
The Google Ads Extensions page.

3: Can be added at ad group, campaign, or account level. Also starting in mid-March, sitelinks, callouts, and structured snippets from higher levels in your account can serve with extensions of the same type from lower levels. Here’s a before and after from Google Ads that illustrates what this change looks like:

Google Ads Automated Extensions Levels
Google Ads before and after: how sitelinks will be served.

Why we care. In a keyword: click-through rate. Google said in their announcement that when four sitelinks advertisers can see a 20% higher CTR. As always, results will vary. So make sure to check the performance data of your automated extensions. You can always pause or remove any underperforming extensions.

About the author

Danny Goodwin
Danny Goodwin has been Managing Editor of Search Engine Land & Search Marketing Expo - SMX since 2022. He joined Search Engine Land in 2022 as Senior Editor. In addition to reporting on the latest search marketing news, he manages Search Engine Land’s SME (Subject Matter Expert) program. He also helps program U.S. SMX events.

Goodwin has been editing and writing about the latest developments and trends in search and digital marketing since 2007. He previously was Executive Editor of Search Engine Journal (from 2017 to 2022), managing editor of Momentology (from 2014-2016) and editor of Search Engine Watch (from 2007 to 2014). He has spoken at many major search conferences and virtual events, and has been sourced for his expertise by a wide range of publications and podcasts.

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