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Upgraded extensions to help you reach the constantly connected consumer

People are now constantly connected, searching and browsing the web across several devices throughout the day. As part of AdWords enhanced campaigns, we improved sitelink, call, and app extensions to help you reach people more effectively in this multi-screen world. Advertisers will have access to a lot of benefits after upgrading their extensions, so we encourage you to upgrade early to start using these new features:
  • Show mobile-specific messaging and phone numbers directly in your ad 
  • Use ad group-level extensions to more precisely control which extensions show for each ad
  • Schedule extensions to run on certain days or during specific times so you can align your ads to your business hours
  • Review detailed reports, such as performance for each individual sitelink to help you optimize for ROI
It’s easy to upgrade your extensions. Visit this Help Center article to learn how. We’ll begin automatically upgrading legacy (existing) extensions on September 23, 2013. Below are some details about the upgrade process.

What happens during the auto-upgrade
During the auto-upgrade, we’ll upgrade extensions from campaigns that only have legacy extensions. For campaigns with both legacy and upgraded extensions, we’ll assume you’ve already gone through the upgrade process, and will mark your legacy extensions as deleted. Learn more

You’ll be able to view statistics for all of your extensions, including legacy and deleted ones, in AdWords reports.  Extension performance statistics will be reset they they’re upgraded, but your historical reports will still be available. Upgrading early means you start accruing stats on the new extensions now.  Learn more

To ensure your sitelink extensions continue to show when the auto-upgrade begins on September 23, please make sure that your sitelinks follow these two policies:
  • 25-character limit policy Shorter sitelinks perform better because they provide a clear, succinct message to users searching on Google.  Starting on September 23, sitelinks are required to have no more than 25 characters.  
  • Unique sitelinks policy Customers have a better experience when they land on a unique page that matches the content from the ad they clicked on.  Each new sitelink in a campaign or ad group must link to a unique landing page with original content. 
Many advertisers are already taking advantage of these upgraded features
Miller’s Bakery, for example, uses mobile-optimized call extensions to display a “call button” with its ads.  They also use the scheduling feature to make sure this button only appears between 4 a.m. and 9 p.m., when their staff can respond to customer calls. After hours, the call button is removed and the ad directs searchers to a website contact form. These two features work together to help the bakery show potential customers the right ad at the right time, tailored to the right device.

We hope you find these new features useful and encourage you to upgrade your extensions before September 23, 2013 to ensure that all of your extensions continue to show.

Posted by Karen Yao, Senior Product Manager @ Google Adwords Blog

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