So what are automated ad extensions in Google
Automated ad extensions in Google are extensions created by Google’s algorithm. These extensions are designed to take various search terms and dynamically generate snippets of information / links to your site from them, which will appear below the ad you created in the campaign.
Most automated extensions can appear on all ad types, but some can only be displayed on laptops or desktop computers.
There are seven types of automated extensions that can be added to your Google ads
1. Automated call extensions – When the system detects that one of the goals on your site is to make a call to the business, it may add automated call extensions to your ad.
2. Automated message extensions – The system may set up automated message extensions in your ad if it detects that one of the goals on your site involves sending a text message to the business.
3. Dynamic Sitelink extensions – Links to popular offers and various pieces of content on your site.
4. Structured snippet extensions – Structured snippet extensions display additional information regarding various categories on your site.
5. Automated location extensions – The purpose of the next extension is to assist people searching for your business in several ways:
For directions, the extension will display a map including directions to your business or indicate the distance from the user’s location to the business location. In addition to directions, this extension may also include the business phone number or a direct call button (from mobile).
6. Seller rating extensions – A rating that appears in the body of your ad, generated from sources Google relies on or from consumer surveys Google conducts.
7. Callout extensions – Callout extensions from the site display short statements in the ad about the business’s features, benefits, and offers.
Minimal control over results –
If you weren’t aware of this until now – there is a high chance you already have automated extensions in your ads right now! Google automatically adds these extensions to your ads. Note that automated extensions can appear instead of the extensions you created.
These extensions significantly lower our level of control, as advertisers, over campaign results and prevent the ability to achieve maximum optimization.
Beyond that, Google does not provide essential information regarding the performance of automated extensions.
If you weren’t aware of this until now – there is a high chance you already have automated extensions in your ads right now! Google automatically adds these extensions to your ads. Note that automated extensions can appear instead of the extensions you created.
These extensions significantly lower our level of control, as advertisers, over campaign results and prevent the ability to achieve maximum optimization.
Beyond that, Google does not provide essential information regarding the performance of automated extensions.
Where can we view automated extensions?
1. Click on ‘Ads & extensions’ in the left menu.
2. Select the ‘Automated Extensions’ option in the top menu. (Appears next to the ‘Extensions’ tab).
How can we stop automated extensions?
Although Google claims to improve campaign results using automated extensions – we have already listed the reasons why it is better for us as advertisers not to rely on this tool.
Remember that a negative review, for example, can make people think twice about clicking on your ad, thus significantly harming campaign results.
In any case, if you have resolved that you do not want these extensions, Google will make it very difficult for you to find the option to cancel them, but that’s why I’m here
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How to add or remove automated extensions?
There are two ways to pause or remove automated extensions:
One way is simply to add manual extensions to your campaign. For example, Google will prefer to display a review extension and a sitelinks extension over automated seller rating extensions or dynamic sitelink extensions. It is important to know that this step does not necessarily prevent the appearance of automated extensions. What you can do to ensure they do not appear is simply to remove them manually, as follows:
1. Select the relevant campaign from which you want to remove the extensions.
2. Click on ‘Ads & extensions’ in the left menu.
3. Select the ‘Automated Extensions’ tab in the top menu.
4. Click on ‘More’ on the far right of the top menu, and then on ‘Advanced options’.
5. At this stage, the following window will open. Select ‘Turn off specific automated extensions’ and then fill in the relevant fields that follow. To finish, click ‘Done’.
Summary
Note: before you remove the automated extensions, check whether it is worth doing so.
Inside the ‘Automated Extensions’ tab, you can view all the data of the automated extensions added to your campaign and thus decide whether you want to remove them or not, based on their performance. In any case, where a negative rating is involved, you won’t want to think twice and should remove the extension immediately.
A bit about me
Reut, 24 years old, specializes in digital marketing across a variety of channels.
