Google is giving another reason to use ad extensions on your AdWords ads as Google is taking them into account in Ad Rank which helps to determine the ordering of ads on search results pages. Ads became more useful to consumers because of Ad extensions as it is giving reasons to click or interact.

Only max CPC bid and Quality Score has been taken by Google. Ad extensions and formats used by you will be seen as a third ranking factor. The extension factor could be the tie breaker in the situation when two competing ads have the same bid and quality score.

When you think how Google find out “expected impact,” it is on the basis of relevance, CTR, and prominence of the extensions or formats on the search results page. Google is increasing important of Ad Rank deciding whether an ad should display with extensions and formats. For extensions and formats to appear you need to increase your Quality Score, bid or both.

Chris Roat [Google software engineer] – “In each auction, we’ll generally show your highest performing and most useful combination of extensions and formats among those eligible, So there’s no need to try to guess which extensions will help improve your click through rate the most. You may see lower or higher average CPCs in your account, 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.”

Source: Webpronews

Peter Zmijewski is the founder and CEO at KeywordSpy. His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.