Google Ad Extensions Now Impact Ad Rank

Google has decided that AdWords Ad Extensions are a feature it will factor into Ad Rank, for those not familiar with Ad Rank, it is what determines your Ad Position i.e where you ad shows on a page in relation to other ads. you can read more here about Ad Rank 

Google know that people using it’s search engine for research find Ad Extensions helpful in getting to what they are searching for more quickly, happy searchers (thus happy finders) mean a happy Google as better click through rates mean more revenue to for Google.

Previously Ad Rank was calculated by using your max CPC bid and your Quality Score but this new update will also take into account the expected impact form your Ad Extensions and formats, Google have also increased the importance of Ad Rank when deciding if your advert is eligible to be shown with extensions and formats.

So if you aren’t using Ad Extensions then you should definitely start testing them to see what difference they make from now on however you should create Ad Extensions that are relevant to  your business, for some businesses then a click to call Ad Extension will make more sense, for others a location extension or sitelinks might make more sense. You can read more here about the available Ad Extension types.