Close to a year after introducing ad extensions and formats to the AdWords Ad Rank formula, Google has announced they will be increasing their visibility as it becomes more and more clear that ad extensions improve ad performance almost universally.
Starting October 15, Google says ad extensions may start being displayed instead of the second line of ad text on ads for mobile platforms, and the second line of text may or may not be removed based on the expected response.
Google offered the example of an ad for a florist. Previously, the ad showed the business’ URL with two lines of general information and a link to place orders. After the update, users will see a Google Maps marker that offers to showthe location of the flower shop instead of the second line of copy.
“By eliminating the second line of ad text, we give businesses another point of engagement with customers in their ads — in this case, it’s the additional location extension,” writes Senthil Hariramasamy, product manager at AdWords, in a blog post. “With just a single click on their smartphones, consumers can now directly engage with Flowers Forever in three ways: they can visit the mobile website, place an order, or get directions to visit the store.”
Google predicts the format update will improve ad performance as it provides easier access to information about businesses in a more pronounced way.
Notably, AdWords will offer a means of opting out of this update via a form available on this Help Center article.