New Sitelinks And Call Ad Extensions: The Enhanced Campaign From Adwords

The new enhanced campaign of  Adwords that is, new sitelink and Call Ad extensions is receiving mixed from the advertisers throughout the world. Though whatever their reactions may be the fact cannot be changed that all of them will have to endure these updates. Going through mixed reactions of advertisers, Adwords has also been conducting seminars to discuss the impact of these upgrades on advertisers. Going through the importance of the subject in current scenario I feel it would be interesting if we also focus on the changes which are taking place after introduction of these updates.

Updates related with call extension: Call extension updates are available in three formats including call based on locations, call extension and call extension with call only.

How to determine the time schedule of call extensions: Suppose you are running a call center operating five days a week from 9 a.m to 6 p.m. In this situation you can determine the timings of your call extensions only between 9 a.m to 6 p.m

Conversions of phone calls: By making use of forwarding numbers from Google, advertisers are facilitated to detect the phone call by just determining the duration of particular call.

Call only option: It is for those businessmen who operate their business by finalizing deals over phone. This option facilitates them to only display the number of both the parties and not the website.

Not displaying phone number in description line: With this feature the advertisers will be facilitated to use call extensions on available devices due to which phone numbers will not be displayed in description copy.

Reporting: Earlier determinants like call extension were used only for calls on computers and tablets. But with new updates calls from mobile phone will also be included in reports followed by forwarding numbers used by Google. The report will carry information regarding the actual calls made followed by information regarding click to calls.

Individual review: Blocking of sitelink has become the tale of past days the new enhanced campaign makes the management of sitelinks independently for each sitelink.

Creating the Ad group level: Although the feature of creating sitelink at the campaign is not available at present, but the upgraded features will enable different sets of various sitelinks at one campaign. If the user has both campaign followed by ad group sitelinks lives, than the ad group level extension will be a beneficial deal for the users.

Reporting  the performance of Individual sitelink: The integration of individual sitelinks enables the user to create individual report of each sitelink individually.

Reduction in limitation of characters: The character limit for sitelink has now minimized between 25 to 35, which is something very critical to do.

Final review:

No doubt that enhanced campaign with itself will bring various interesting updates but still it suffers from few drawbacks:

  • Difference between computer and tablet is widening: According to Adwords the trend of using desktop and tablet is changing and huge gap is taking place between use of both devices. On the contrary data of campaign favors both the devices. Keeping this trend in concern, Adwords is speculating to transfer its campaign compatible to trend of using these devices.
  • Mobile keyword level bidding: The new campaign encourages the multipliers of bid to determine bids through mobile during the campaign. The problem in this system is not that the all keywords are used for same purpose. For the proper management of bids it is necessary that bids should be set at the keyword stage.

In coming days all advertisers will be compelled to follow the terms and conditions determined under the new campaign. Till then they can keep watch on their objectives of marketing for getting familiar with the changes that will take place with introduction of new campaign.


Vikas Singal, Co-founder and CEO of Ribbun Software, is a well known expert in the industry of search engine marketing. Since 2002, Vikas has been involved in developing successful search engine and social media marketing campaigns for large and small businesses.

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