Google has made the biggest change in the PPC Industry on 22nd of October by changing the way display ads will show alongside search results, one that will result in bigger ads and a lot of links above the fold. In the past, Google’s Ad Rank consisted of two factors a) Keyword’s Quality Score and b) an ad’s position was dictated by a combination of two factors, the keyword’s Quality Score and its max CPC bid. Google has now thrown Ad Extensions into the mix to serve as a tie-breaker of sorts.
As Google describes it, “if two competing ads have the same bid and quality, then the ad with the more positive expected impact from extensions will generally appear in a higher position than the other.” This is, by far, the biggest change to Google’s ad rank algorithm since AdWords’ inception over a decade ago. So let’s take a look at what it means. The change will also penalize advertisers who aren’t using ad extensions — which is why the change is expected to result in a lot more advertisers using them, and a lot more users seeing them.
Don’t just take our word for it, below are some implications of these changes released by Google on Improving Ad Rank earlier this week:
Google also reminds advertisers the ad platform will automatically choose which ad extensions should be used, based on best CTR performance. Ad Rank will currently only affect advertisements placed on the Google search results page. If you’re seeing an inflated CPC or drop in ad rank due to these changes it’s time to consider revamping your Adwords account to ensure you are on top of your game with Enhances Campaigns and Adwords Extensions for your business.
Recommendations for using extensions by Google
Extensions make your ads more useful and can improve your campaign performance. So you should add extensions that make sense for your business type and campaign goals. With these improvements to AdRank, our systems will do even more to automatically serve extensions in the contexts when they’re most beneficial.
For example, consider someone downtown searching on a mobile phone for “auto repair.” In this example, the user might be most likely to respond to your ad when they can click to call a phone number or tap a link to get directions to visit in person. So we may show a combination of call and location extensions with your mobile search ad. Now imagine if someone were searching for “auto repair” on a laptop computer in the suburbs. Say your ad earned the 3rd ad position above the organic results in this auction. We might show your seller rating and sitelinks because that’s the highest performing and most useful combination of extensions that could be shown with your ad in this particular auction and ad position.
If all this is too much for you to consume, it’s time to call up an expert. Visit our Pay Per Click Services page to find the help you need.