With more than two months since the forced migration to Enhanced Campaigns, Google's next auto-upgrade deadline relates to ad extensions. This group of add-ons for your main PPC ad includes areas like sitelinks, call extensions (formerly click to call), location extensions and the debated communication extensions and, in many ways represent fantastic augmentation opportunities for your PPC ads. With the move to Enhanced Campaigns, new features became available, including:
- Scheduling - running certain links at key times for your business
- Adgroup level control - reducing the amount of campaigns you need to create
- Performance data by specific sitelink
Whilst there have been these welcome additions with upgraded, managing of sitelinks has become a little challenging at times - limiting copying if sitelinks between campaigns and not allowing sitelinks to be upgraded in campaigns where upgraded sitelinks already exist. Furthermore, with the auto-upgrade scheduled for 23rd September, managers will need to heed the warnings on the 25-character limit on sitelinks or risk said links not showing at all. Definitely not one of our preferred features of the upgrade!