While you were sleeping, Google made a huge change to PPC: Ad Extensions are now a part of Quality Score. This is the biggest game changer to come from The Googs in a long time. As Jesse would say looking at Mr. White with his Image courtesy of http://www.abc.net.au/triplej/thedoctor/blog/s3596872.htmwizardry in moving trucks “Magnets, yo.” All of us managing PPC accounts gotta get on our wizardry and make stuff happen yesterday.

Check out The Googs explanation:

Previously, Ad Rank was calculated using your max CPC bid and your Quality Score. With this update, Ad Rank will also take into account a third component: the expected impact from your ad extensions and formats. In addition, we’ve increased the importance of Ad Rank in determining whether your ad is eligible to be displayed with extensions and formats.

Because:

Extensions make your ads more useful and can improve your campaign performance. So you should add extensions that make sense for your business type and campaign goals. With these improvements to AdRank, our systems will do even more to automatically serve extensions in the contexts when they’re most beneficial.

Not to worry–if you’re trying to figure out which of these extensions work best for you–Google is going to do the thinking for you:

In each auction, we’ll generally show your highest performing and most useful combination of extensions and formats among those eligible. So there’s no need to try to guess which extensions will help improve your clickthrough rate the most.

There are still many advertisers that don’t even use these. It’s imperative now to move on this. If you don’t, you’re going to be left behind. Let’s put it this way, if your competitors have their ad extensions in place, and you don’t,  you’re likely going to pay more for the clicks.

At seOverflow, we’re auditing all the accounts. Checking them twice. Making sure the ad ranking algorithms will be deflected by our quick, magnetic efforts. Magnets. Yo.