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Google Ads Makes Changes To Automated Extensions

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Google Ads Makes Changes To Automated Extensions


Google announced new improvements on ad extensions to advertisers geared towards easier management. Updates are coming to sitelink, callout, and structured snippet extensions.

Per Google’s research, ad extensions give users an additional way to engage with ads, sometimes showing a 20% lift in click-thru rate (CTR) when four sitelinks are shown in ads.

Let’s take a closer look at the updates.

Automated Extension Eligibility

Ginny Marvin, the official Ads Liaison for Google Ads, announced that automated extensions will be eligible to show alongside your manually added extensions. This change will roll out sometime in mid-March.

The ad extensions that will be eligible to show in tandem with manual extensions include:

  • Sitelinks
  • Callouts
  • Structured snippets

This change to automated extensions eligibility helps your ad take up more real estate on the SERP. Previously, the automated extensions above weren’t eligible to show when manual extensions were created.

What were the implications of this? For example, if your ads had two manual sitelink extensions created, your ad would only be eligible to show those manual extensions. With this update, your ad would now be able to show your two manual extensions, as well as automated extensions, at the same time.

Keep in mind, your account has to be opted into automated extensions in order to show.

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Automated Extension Reporting

In addition to the automated extensions eligibility, Google is making updates to reporting capabilities.

Reporting will now be viewable at an individual level in the Extensions page of Google Ads.

At this individual level, you’re able to pause or remove any automated extension. This allows for easier management to your campaigns.

You’ll also be able to easily identify which extensions were created manually, or automatically created by Google.

Image credit: Blog.google.com, February 2022

Manual Extension Viewability

Google already allows you to create extensions at a more granular level (account, campaign, or ad group). However, the more granular these extensions were created, these would prevent extensions created at a higher level to be ineligible to serve.

With the new updates coming in March, the higher-level eligibility will change.

Campaign or account-level extensions are eligible to show in your ads if they are predicted to improve performance. Predicted performance improvement comes from Google’s machine learning algorithm.

If you have created hyper-specific ad extensions at the ad group level, it’s a good idea to review any campaign or account-level extensions that may be eligible to show in your ads. If there are any extensions not relevant to those ad groups, you will want to reorganize in a way that makes sense for your account.

Summary

The changes coming to automated extensions allow for easier management and visibility of what automated extensions are being created.

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The updates to manual extension visibility may allow for a higher lift in performance, however it is crucial for you to proactively review your extensions at an account or campaign level. If your campaigns have more granular extensions, this could create more manual work in the immediate future to ensure all your ad extensions are the most relevant to users.


Featured Image: K.unshu/Shutterstock





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Decoded Headless CMS & SEO

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Decoded Headless CMS & SEO

What is headless CMS? Why are more companies looking into it nowadays?

Powered by greater flexibility and scalability, it might be the next generation of content management systems.

Lidia Infante, Senior SEO Manager at Sanity.io, joined me on the SEJ Show to explain how headless CMS works and how it can be particularly beneficial for ecommerce businesses.

I don’t have to build every page. I create the content in a core database, a central source of truth. And then, I deploy it following a template.–Lidia Infante, [16:00]

I think there’s a little bit of a misconception about headless. A lot of people out there, the conversations I’m having with people that are not tech SEOs is they feel that just utilizing a headless means that it’s automatically going to be faster, quicker, and a better experience. –Loren Baker, [25:15]

For most ecommerce sites, I would recommend going with a headless solution, especially if you’re on a direct-to-consumer side with a big brand.–Lidia Infante, [45:09]

[00:00] – Lidia’s background.
[10:36] – What is headless CMS & how is it helpful?
[17:20] – Do you build from scratch in a headless environment?
[22:00] – Are headless CMS quicker?
[26:00] – SEO optimizations in headless.
[31:30] – Other benefits of using a headless CMS system.
[36:00] – How well does AI content rank in it?
[39:52] – Where does Lidia see headless going in the next four to five years?
[44:45] – What kind of business should look into headless CMS?
[49:59] – How important is JavaScript?

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Resources mentioned:
https://www.sanity.io/shopify
https://www.sanity.io/sej – Free boosted Sanity plan for SEJ readers
https://www.dangler.co.uk/

Regarding SEO and other stuff you can do, I think the main pain point that Headless solves is content velocity.–Lidia Infante, [28:00]

Headless CMS can guide you a little bit more when it comes to optimizing web performance. Different headless CMSs will help you achieve amazing core web vitals differently.–Lidia Infante, [26:19]

B2C brands need to ensure that the experience they provide on their website is not the typical ecommerce experience of title, product, picture, price, and description. It’s more similar to the experience they can provide in a shop. –Lidia Infante

For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal

Connect with Lidia Infante:

Lidia Infante is a consultant, writer, and speaker who has been working to help businesses grow their reach through SEO in European markets, the US, and Australia.

She got her start on the business side of things through psychology, allowing for organic growth strategies that are now driving ecommerce sites’ success!

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As part of her passion for SEO, she enjoys regularly participating in podcasts and webinars in the SEO community. She writes about international strategy, digital business, and women’s rights on her website.

Connect with Lidia on LinkedIn: https://www.linkedin.com/in/lidiainfante/
Follow her on Twitter: https://twitter.com/LidiaInfanteM
Visit her website: https://www.lidia-infante.com/

Connect with Loren Baker, Founder of Search Engine Journal:

Follow him on Twitter: https://www.twitter.com/lorenbaker
Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker

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