Google announced two changes to ad extensions in September. First, it now calls “extensions” “assets”. Second, advertisers can create and edit assets in the same tab as the ads that are hosted on the search network.
Affiliates are additions to the standard ad section. For example, this ad from Mountain Warehouse, a retailer based in the UK, uses teasers, snippets, vendor announcements, and location extensions.
Before the September change, the media created different ads and extensions in the administration. Advertisers can create both in one tab to see all possible combinations of collections. This decision supports Google’s view that basic assets – the more the better.
This is an example of an administrative interface to create an ad with optional elements: sitelinks, promotions and prices.
The revised version includes new articles in two sections. The first is the Asset View, which displays the Google status of all your assets in a title and description line. This level, called “performance description”, has five classifications: “Excellent”, “Good”, “Weak”, “Learning” and “No rating”. Google does not share how it calculates these rankings and only provides the number of impressions per item.
The second concept is “Association”. Here, you can see the performance of other assets, such as sitelinks, callouts, and others, and traffic metrics at the account, campaign, and ad level. For example, you may find that an ad using sitelink A has a better conversion rate than an ad using sitelink B.
This new update updates the Link Report, which shows impact statistics for all RSA campaigns and resource mix. This report does not include conversion data for each combination, but it does give an idea of who Google likes and how they appear on the search results page.
- These changes make creating ads easier. They have no influence on advertising strategy.
- Always load all 15 titles and four description lines. And use as many resources as needed. Sitelinks, teasers, snippets, and images are now more or less across all accounts. Use other assets, such as pricing and promotions, if applicable. Ads are no longer names and descriptions.
- Consider replacing assets labeled as “poor”, while keeping poor RSA if it turns out well. (Remember that we need to follow Google’s machine learning and automation principles while addressing our own performance needs.)
Google has not commented on the impact of the update on the Ads Editor. For most campaigns, the Editor works well with copying and pasting ads and assets. Google may change the editor interface, but I haven’t seen a timeline yet.
Advertisers have long asked Google to provide more transparency in performance metrics. These new updates are helpful, but they scratch the surface. Ideally, we can show conversion metrics for each component and combination.
But Google may be worried that advertisers will pause anything that doesn’t work, which will make the data too small for its algorithm. I appreciate Google’s concern and understand the value of machine learning. However, I hope for a better balance.