Yesterday, Google introduced some adjustments to advert extensions—all of that are fairly good, however which can be a bit complicated to newbie advertisers—so we’re clearing all of it up on this publish.
The 4 updates are as follows:
- Advert extensions are actually referred to as property.
- [Legacy] extensions simpler to create and preview.
- Combos report to indicate [legacy] extension efficiency.
- New property report to indicate particular person asset efficiency.
Learn on to get the complete scoop!
Google Adverts extensions replace: The quick model
So right here’s the fast run-down of Google’s September 15 announcement on extensions:
Beginning now, extensions in Google Adverts have been rebranded as “property.” Within the coming weeks, the advert creation movement will change such that you simply’ll create and preview [legacy] extensions throughout the advert creation window (versus individually, as it’s now). Additionally within the coming weeks, you’ll get to see particular person asset efficiency in a brand new property report. And within the coming months, you’ll get to see [legacy] extension efficiency within the combos report.
There’s nothing it’s essential do—all of this may occur robotically and your present [legacy] extensions and associations will stay intact.
What’s altering with Google Adverts property & extensions?
Now let’s dive into every change.
Change #1: Advert extensions now referred to as property
When is it taking place? Now.
This a part of the replace is fairly easy. Google Adverts extensions are actually referred to as property. Nothing is altering about any of the property (fka extensions) themselves, simply the identify. So you possibly can nonetheless create:
However whereas all [legacy] extensions are actually property, not all property are [legacy] extensions. Belongings additionally embrace headlines and descriptions (for responsive search ads) in addition to photos, logos, and movies (for Performance Max campaigns).
Change #2: You’ll be able to extra simply create property (fka extensions)
When is it taking place? Within the coming weeks.
Now I do know that generally Google will body a less-than-ideal replace as “a neater manner” to do X, Y, or Z, however on this case, this does appear to be an precise enchancment within the Google ad creation process.
Beforehand, [legacy] extensions have been a separate step from advert creation within the marketing campaign setup course of. You had (1) Bidding (2) Marketing campaign settings, (3) Key phrases and adverts, (4) Extensions, after which (5) Finances. Now, you’ll have (1) Bidding (2) Marketing campaign settings, (3) Key phrases (4) Adverts and Belongings, after which (5) Finances.
What this implies is, earlier than, you had one window the place you can enter and preview your headlines and descriptions (tips on responsive search ad copy here) after which a separate window the place you can preview your [legacy] extensions—however not together with the advert you might be associating it with.
Now, you possibly can create and preview your [legacy] extensions alongside your headlines and descriptions.
Two different adjustments:
- Google will now suggest property primarily based in your marketing campaign goal (similar to recommending a lead form asset in case your aim is to generate leads).
- Any property (fka extensions) you create inside this new workflow may also be obtainable for different campaigns and advert teams.
Change #3: [Legacy] extensions to be included within the combos report
When is it taking place? The brand new information on this report can be rolling out within the subsequent few months.
So the combinations report just isn’t a brand new report in Google Adverts. What this report exhibits you is the variety of impressions every asset mixture in your responsive search advert is getting so you possibly can see which of them are most typical.
Since RSAs use machine studying to serve the best-performing combos, this basically offers you an thought of which of them are the most effective performers, however as Google reminds us within the report, it’s not suggested to create static variations of top-performing combos (utilizing pinning), since RSAs use real-time alerts to generate combos.
What’s altering is that this: Since extensions are actually property, now you can see which [legacy] extensions are getting essentially the most impressions as properly.
Change #4: New adverts & property report
When is it taking place? This report will roll out within the coming weeks.
Final however not least, there’s a new report, referred to as the asset report which lets you take a look at particular person asset efficiency inside your responsive search adverts (versus combos of property). There’s each an ad-level asset report and a campaign-level asset report, and will probably be obtainable in an Adverts & property tab in your left-hand navigation panel:
You’ll then have two views:
Within the property view, you’ll have the ability to see headline and outline efficiency:
Word that every of those photos are screenshots from a GIF in Google’s announcement.
This consists of what number of and which adverts are utilizing the asset, whether or not it’s pinned, in addition to clicks, impressions, click-through charge, and efficiency ranking metrics:
Within the associations view, you’ll see comparable data on your [legacy] extensions, like sitelink, picture, lead kind, name, worth, promotion, and extra. You’ll even have visibility into clicks, impressions, and CTR:
Do you need to do anything?
Nope! As Google states,
Any existing extensions will automatically transition to assets while maintaining their assocations at the account, campaign and ad group levels.
But if you do want to learn about which assets (fka extensions) are best for your ads check out our Google Ads [legacy extensions 🤦🏻♀️ ] cheat sheet!