AdWords Ad Extensions Now Delivering More Informative Sitelinks, Callouts & More

AdWords mobile extensions now delivering tappable sitelinks, callouts, more visible content, and snippets. DoubleClick Search rolls out new upgraded inventory management.

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Starting later this month, Google is changing the way mobile ads show sitelinks, callouts and structured snippets through the major update begin to roll out, and include, changes to sitelink extensions, that will bring more usability to mobile, while also providing more real estate to the non-interactive extensions.

So far in 20017, updates like expanded text ads, location extensions for display ads, automated call extensions, a global rollout of price extensions, and most recent launch of call extension bid adjustments, have already helped to make mobile ads more useful and informative.

AdWords tappable, srollable sitelinks
Tappable, scrollable sitelinks

Useful, interactive, tappable sitelinks

With this update, sitelinks on mobile are becoming tappable, and will show both horizontal buttons and larger vertical links, so users can scroll and click through the ads to navigate more specific, relevant and deeper parts of your site.

More readable callouts and snippets

Typically, callouts and structured snippets extensions provided additional information in a separate line underneath an ad—now, both of these extensions will appear in-line with the ad copy in a paragraph form. On average, this change will allow more of callouts and structured snippets will be available to show with the ad, says Google.

To learn more on how to make the ad extensions as appealing as possible, check out this Help Center, and also this best practices guide.

Starting Wednesday, accountstatuses service return not only product-level issues, but also now includes account-level issues in the Content API for Shopping. "This means all account-level issues present in the Diagnostics tab of the Merchant Center can now be retrieved using the Content API," writes the team.

Account-level issues are located in a new accountLevelIssues field, so existing code should be unaffected by this change.

For more details, see the accountStatus resource representation in the reference documentation.

v201708 of the AdWords API, released on Wednesday, brings the following key AdWords features:

  • Externally attributed conversion import. Support for importing partial conversion credits has been added to ConversionTrackerService and OfflineConversionFeedService. Our updated conversion tracking guide contains step-by-step instructions to help you get started.
  • Maximize conversions bid strategy. The new MAXIMIZE_CONVERSIONS bidding strategy allows you to opt in to and control settings for the Maximize conversions automated bidding strategy. Check out the updated bidding guide for more details.
  • Remarketing lists. The new CombinedRuleUserList allows you to create audiences based on users who visited a combination of pages on your site.
  • Responsive ads for Display. Additional attributes were added to ResponsiveDisplayAd for call to action text and ad images. Check out the updated guide for details.

Google notes, that v201609 of the AdWords API, will be sunset on October 2, 2017, and that v201702 is deprecated and will be sunset on February 14, 2018.

Google already had rolled out a tool helping AdSense publishers to identify annoying ads on their site, now going a step further by reaching out to publishers directly notifying them of "Annoying Ads" that ends up getting blocked.

Though, Google hasn't yet specifically stated how it will be notifying publishers about the annoying ads, citing a research study it says, "most issues come from smaller sites with fewer resources," so to help improve their ads experiences, it review sites on a daily basis and record videos of the bad ad experiences (non-compliant with Better Ads Standards) discovered.

"If a site is in a "failing" or "warning" state, their Ad Experience Report will include these visuals, along with information about the Better Ad Standards and how the issues may impact their site," writes Google.

Breakout of ad violations on desktop and mobile

Further the company says, "popups are identified as the most annoying ads on the web." According to Google, "pop-ups on desktop account 97 percent of violations, while on mobile they account 54%, and 21% are found to be due to high ad density."

The company's advice is not to remove all ads. Rather, Google recommends replacing annoying ads with those that are considered more acceptable. "Instead of pop-ups, publishers can use less disruptive alternatives like full-screen inline ads," Google said.

For a complete list of unacceptable ad types, and suggested replacements, see this guide from the Coalition for Better Ads Standards.

Publishers can find more tips and alternatives in the best practices guide.

Google in a statement has confirmed of blacklisting some ad buyers who have exploited its ad system, due to which AdSense publishers noticing declines in their CPCs over the past few days.

"Over the past 48 hours, a number of AdSense publishers alerted us to an issue with declining cost-per-click for ads on their sites. We were able to identify the issue and resolve it quickly: Several ad buyers were using irresponsible campaign parameters, lowering query coverage for specific creative types in some countries. The ad buyers responsible have been blacklisted and impacted publishers should see that their coverage is back to normal in their AdSense account," Google said.

In other advertsing product update, Google is now providing additional flexibility and scale to feed-based automation with new upgraded inventory management, allowing advertisers to now "automatically create thousands of campaigns, ad groups, keywords and other items based off any feed."

DoubleClick Search upgraded inventory management
Upgraded inventory management

To get started with upgraded inventory management, first, you need to connect to a feed, then, create an inventory plan, and finally, you would create templates for campaigns, ad groups, keywords, ads, and other items. Once done, DoubleClick will automatically create thousands of each item at once. Save you time when creating new items, by editing existing templates, instead of starting from scratch.

Ads become more relevant and always be up to date, as they'll automatically reflect any changes made to the feed. Google notes, it's now possible to customize almost anything using feed and apply functions and rules to that data. And, also, you can now apply a rule to automatically pause these ads when you sell out of that particular dress.

Check out this Help Center, to learn more about upgraded inventory management in DoubleClick Search.