The Latest from Google: September 2017

As advertisers continue to strategize and optimize to best reach consumers, Google consistently strives to create seamless online experiences that provide value to users and remove conversion friction for advertisers. All while taking mobile into account as the primary channel of consumption.

Driving more calls with ad extensions for call-only ads

Traditionally, ad extensions boost click-thru rates as they provide more context about what advertisers have to offer. Clicks are important, but according to Google, calls convert three times better than web clicks. Combine this with consumer mobile usage, and it’s only natural for Google to upgrade call-only ads.

Last week Google, launched three ad extensions for call-only ads on mobile. Advertisers are now able to display more information that is readily accessible to searchers’ fingertips with the goal of convincing consumers to choose their business. Google says these new extensions can improve click-thru rate by 10 percent on average.

Let’s take a look at the extensions available.Source: Google

Location extensions

Information like distance, city and street so consumers can easily visit a nearby location or simply know where they are calling.

Callout extensions

Information to help businesses stand out from the competition. This is a perfect spot for offers or unique benefits.

Structured snippets

Additional details about products and services through predefined headers. This is another opportunity to be specific about what consumers can expect.

In case you missed it

Last month, Google also rolled out changes to how mobile ads show sitelinks, callouts and structured snippets.

Sitelinks as horizontal buttons and larger vertical links

These links take searchers to specific pages on an advertiser’s site and help them find the information they are looking for quickly. The new format translates to a better mobile experience, proven by Google’s early results which indicate people are twice as likely to interact with sitelinks in this new format.

Source: Google

For callouts and structure snippets, they now appear in-line with ad copy in paragraph form instead of in a separate line below an ad. According to Google, people have found this more informative and engaging.

Optimizing and simplifying ad rotation

Testing your ads is a key component of optimizations. It’s best practice to have several ad variations to determine which ads are performing and driving the desired results. To help advertisers easily determine the right ad rotation and deliver the best ads, this week, Google is rolling out two new rotation features for both campaign and ad group levels.

Source: Google


This setting looks at ad groups and prioritizes ads that are expected to perform better and optimizes for clicks using keywords, search terms, device, location and more. Including three or more ads per ad group can increase clicks and impressions. The more ads Google can choose from, the better the expected performance.

Rotate ads indefinitely

This setting is available for advertisers who want more control and prefer even rotation for their ads. This option requires constant monitoring and can be very time-consuming for some advertisers.

“Optimize for conversions” and “Rotate evenly” will no longer be available. Any advertisers using smart bidding to prioritize conversions or used previous options like “Optimize for clicks,” “Optimize for conversions,” and “Rotate evenly,” will automatically convert to the “Optimize” setting.

As we learn more about these updates and any other new developments, we will continue to keep you apprised of what you need to know. In the meantime, don’t hesitate to reach out to us if you have any questions.