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The results you receive on Google's search pages seem to change with every query. As a search marketer, understanding this changing ad landscape is crucial in maintaining relevancy and gaining cost efficiencies. In recent years, Google rolled out extension options to expand Pay-Per-Click (PPC) ad formats for a better user experience. By pioneering these features, Google has improved relevance for the user as well as performance for advertisers. The AMP search team took a proactive approach to evaluating these Google creative enhancements by testing them among our client campaigns. Shortly after leveraging Google's extension options, their value was clear. Campaigns experienced rocketing click-through rates (CTR) across all extension types. New creative treatments such as SiteLinks, Product, Location and Phone extensions delivered far more specific and relevant results to search queries. As a result, click volume increased substantially while Cost Per Click rates (CPC) lowered as well. Let's just say it was a win win. On Location Extensions alone, test campaigns experienced CTR's 400% higher and CPC's 25% lower than when the ad format was not showing. For that reason, the AMP team quickly incorporated Google's ad enhancements into our standard campaign best practices. Undoubtedly, Google's ad enhancements have revamped the aesthetics and functionality of paid search ads. While competitors, such as Bing, have been trying to catch up, Google remains the leader in creative options. The ease of implementation and tracking has made these features even more appealing for advertisers while relevance has become a better experience for searchers. Better products have translated into higher revenue for Google, a pretty simple business model that continues to work. Relevance remains fundamental to effectively delivering the service of search results to its customer base, whether those are searchers themselves or advertisers. Google's deep understanding of this component continues to drive the company to evolve and improve its product offering. As search marketers, it is critical to stay on top of these new releases while also being proactive in testing and measuring. Believe us, it will pay off!