There are so many tools and features available in Google AdWords that it’s hard to keep track of all of them. You are probably familiar with creating ad extensions for your campaigns, but did you know there are 8 different ad extensions that Google AdWords can automatically add? Did you know that accounts are automatically opted into all of them? If not, keep reading to find out more about the automated ad extensions and how to opt out of using them if you choose.
What are Automated Extensions?
If Google predicts that an automated extension will improve your ad’s performance, AdWords will automatically create and show it below your ad. There’s no extra cost when an automated extension shows with your ad, but you can be charged for interactions with some of the automated extensions.
Automated extensions are compatible with campaigns that use manual extensions added or not.
Types of Automated Extensions
Automated Call Extensions: This is the latest auto extension added to the bunch. If your landing pages prominently feature a phone number, AdWords will automatically create call extensions for mobile search ads using that phone number. On a mobile device, people can click the extension to call your business and you will be charged for that click.
Manual call extensions *should* override automated, but if you are using third-party call tracking numbers I recommend opting out of this automated extension to be safe.
Dynamic Sitelink Extensions: One of the first auto extensions that was released, dynamic sitelinks will send people to a page on your website that’s highly relevant based on recent search activity. Also, if there are multiple ads in you account that match a search query, AdWords can use the landing page from that ad to create a dynamic sitelink. You will not be charged for clicks on dynamic sitelinks. If you’ve already set up your own sitelinks, those will show instead of dynamic sitelinks.
Dynamic Structure Snippet Extensions: These extensions will automatically show additional details about your site with your ads. Google will create structured snippets with information that reflects categories of content found on your site. There’s no cost associated with dynamic structured snippets, since a person can’t click on the extensions.
Dynamic Callouts: Similar to dynamic structured snippets, this automated extension shows additional details about your business. It is also not a clickable extension, so there’s no additional cost associated with it.
These first four extensions all have manual counterparts you can create within your campaigns. It’s important to not that any manual extensions should override the automatic version.
Consumer Ratings: This extension highlights industry-specific ratings based on consumer surveys. AdWords runs surveys through Google Consumer Surveys, and ratings are relative to your industry’s average. There’s no cost to add consumer ratings to your ads, but you are charged as usual for clicks on your ads.
Seller Ratings. Seller ratings show a combination of information and reviews, letting people know how your business is rated for quality service. Ratings are displayed on a scale from one to five starts. Seller ratings are taken from reputable sources that aggregate business reviews.
Previous Visits. This extension tells people how many times they’re previously visited your website. This helps people find their way back to a site they’ve clicked through to before. This extension only works for people who are logged into Google.
Opting Out of Automatic Extensions
Your account is automatically opted into all of the extensions listed above. You must manually opt out of any automated extensions you don’t want running with your ads. To opt out, click into the Ad Extensions tab in your account. Then select “View: Automated extensions report” from the drop-down. At the bottom of the page, you’ll see a link “Automated extension options (advanced)”. Expand this link to opt out of extensions.
Have you opted out of any automated extensions? If so, let us know which ones and why below.