How the AdWords Ad Rank Formula is Changing

With this change, this means that we all need to be more aware of campaign vs ad group level extensions. It’s easy for us to set campaign level extensions (especially sitelinks) and leave it at that. With the new ad rank formula change, it makes more sense to build out even more granularity and test ad group level ad extensions as well. The industries that will benefit mostly from these changes to the ad rank formula will be the more competitive/higher cost per click industries where everything is needed to out do their competition.