You now have another raison d'être to make use of ad extensions on your AdWords ads. Google revealed that it is now taking them into account in Ad Rank, which determines the ordering of ads on search results pages.
Ad extensions already made ads more helpful to customers by giving those reasons to click or relate as with call extensions. That’s specifically why Google is using them in ranking. In the past, Google has only taken max CPC bid and Quality Score into account with Ad Rank. The expected impact of the ad extensions and formats that you employ will be used as a third ranking dynamic. If two competing ads have the similar bid and quality score, the extension factor may well be the tie breaker.
For some time, Google has been gradually returning much more than the blue links you used to find when you did a search. You may have become aware that you may get a map, a phone number to call, site links, social extensions and much more–not just in the results but in the ads that come into view on top of and next to those search results.
At the present, those types of extensions are going to become even more critical. Google issued a huge alteration in the means its search ad method works that will provide extra value to ads with extensions such as site links and phone numbers. The modification could make search ads more pricey for advertisers, who bid to get top placement, despite the fact that prices could fall for advertisers with extremely related ads that get a lot of clicks.
Google evaluates the effectiveness of your extensions based on their “expected impact,” it thinks about relevance, CTR, and eminence of the extensions or formats on the search results page.
In addition, Google has augmented the significance of Ad Rank itself for determining whether an ad ought to be displayed with extensions and formats. Google says you might require boosting your Quality Score, bid or both for extensions and formats to come into view.
“In each auction, we’ll generally show your highest performing and most useful combination of extensions and formats among those eligible,” put in plain words by Google software engineer Chris Roat. “So there’s no need to try to guess which extensions will help improve your clickthrough rate the most.”
“You may see lower or higher average CPCs in your account,” includes Roat. “You may see lower CPCs if your extensions and formats are highly relevant, and we expect a large positive performance impact relative to other competitors in the auction. In other cases, you may see higher CPCs because of an improvement in ad position or increased competition from other ads with a high expected impact from formats.”
The changes only affect ads that appear on Google search at this time.