For the last decade, ad extensions have been served at Google’s mercy, using a secret, unpublished formula. If an ad had extensions enabled and ranked in one of the top three positions, it was eligible to be shown with a single extension, multiple extensions and sometimes even no extension.
At times, this formula produced troubling scenarios. In some cases, the top ad would appear with no extensions, while the ads below it were decked out with many. This destroyed the first ad’s clickability, giving it’s lower-ranked competitors a leg up.
This scenario had the potential to get even worse with the SERP switch-up (now that four ads appear at the top and all ads can show extensions), so AdWords nipped it in the bud and introduced a new policy. Read more below…
Google made big adjustments to the impact of ad formats on the ad rank formula. Learn what changed and how it will affect your account!