With more searches now happening on mobile than any other device, expectations for the mobile experience are higher than ever. In fact, over 65% of smartphone users now expect to get immediate information while using their smartphone.¹ However, mobile constraints can make this difficult–smaller screens and higher latency often get in the way of you showing your customers what they want to know or buy.

Updates like expanded text ads have already helped to make mobile ads more useful and informative, and we’re continuing to build on those principles with extensions. That’s why, starting later this month, we’re changing how mobile ads show sitelinks, callouts and structured snippets.

Useful, tappable sitelinks

Sitelinks help you send people to specific pages on your site directly from your ad, like your store hours page, product pages and more. Going forward, we’re simplifying how mobile sitelinks will show by using both horizontal buttons and larger vertical links.



This makes it easy for you to send people to more relevant, deeper parts of your site–all while giving them the kind of tappable mobile experience they’ve come to expect. Early results show that people are twice as likely to interact with your sitelinks in this new format.²

Making callouts and snippets more readable

Callouts and structured snippets are extensions that provide additional information below your ad copy. Whether it’s to promote a unique offer or highlight a specific aspect of your business, they can be a great way to show off all that your business has to offer.

Previously, both of these extensions appeared in a separate line below your ad. Now, they’ll appear in-line with your ad copy in paragraph form. This means that, on average, more of your callouts and structured snippets will be available to show with your ad. Based on our user studies, people have found this new formatting to be more informative and engaging.³

Learn more about ad extensions in the Help Center, and read our best practices guide to learn how to make your extensions as appealing as possible.

Posted by James Parker, Product Manager, AdWords

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1. Google / Ipsos Connect, Rising Consumer Expectations in the Micro-Moment, U.S., Dec. 2016
2. Google internal data
3. Google internal data