Google just dropped some big changes to ad extensions, which are all positive but might seem a bit much for newer advertisers. That’s what we’re here to break down for you.

Enlarge image | View the Twitter thread. Here’s the rundown:

1. Ad extensions are now assets.
2. [Legacy] extensions will have a more user-friendly creation and preview process.
3. A combinations report will display [legacy] extension performance data.
4. A new assets report will showcase the performance of individual assets. Let’s dive in!

Google Ads extensions update: The short version

Here’s the quick recap of Google’s September 15 announcement on extensions: Google Ads extensions are officially “assets.” In the next few weeks, creating ads will look different. You’ll be creating and previewing [legacy] extensions directly within the ad creation window, unlike the current separate process. Also on the horizon: a new assets report to track individual asset performance and, in the coming months, a combinations report for [legacy] extension performance. No action needed from your end—these changes are automatic, and your current [legacy] extensions and their links will stay as they are.

Google Ads assets & extensions: What’s changing?

Let’s explore each change in detail.

Change #1: Saying goodbye to “extensions,” hello “assets”

When is this happening? Right now. This is the easiest change to grasp. Google Ads extensions are now called assets, but their functionality remains the same. What used to be called:

• Sitelink extensions are now sitelink assets
• Callout extensions are now callout assets
• Structured snippet extensions are now structured snippet assets
• Image extensions are now image assets
• Call extensions are now call assets
• Lead form extensions are now lead form assets
• And the list continues (find a comprehensive list of assets (formerly known as extensions) here) While all [legacy] extensions have transitioned to assets, the reverse isn’t true. Assets encompass a wider range, including headlines, descriptions (for responsive search ads), images, logos, and videos (for Performance Max campaigns).

Change #2: Creating assets (fka extensions) just got easier

When is this happening? Over the coming weeks. We know, sometimes “easier” isn’t really easier. But in this case, Google seems to be genuinely simplifying the ad creation process. Before, [legacy] extensions were handled separately from ad creation within the campaign setup. It went: (1) Bidding (2) Campaign settings, (3) Keywords and ads, (4) Extensions, and lastly (5) Budget. Now, it’s streamlined to: (1) Bidding (2) Campaign settings, (3) Keywords (4) Ads and Assets, and finally (5) Budget.

What’s the difference? Previously, headlines and descriptions had their own preview window (need help with responsive search ad copy?), and [legacy] extensions had a separate one. This meant you couldn’t see them together with the ad they were linked to. Now, you’ll create and preview [legacy] extensions right alongside your headlines and descriptions.

Two more tweaks:

• Google will suggest assets based on your campaign goals (like recommending a lead form asset if you’re focused on lead generation).
• Assets (formerly known as extensions) created in this new workflow can be used across different campaigns and ad groups.

Change #3: [Legacy] extensions are coming to the combinations report

When is this happening? This report will start showing new data within the next few months. The combinations report itself isn’t new to Google Ads. It shows you how many impressions each asset combination in your responsive search ads is getting, giving you insight into which ones are most frequently seen by users. Since RSAs rely on machine learning to serve the top-performing combinations, this report essentially highlights those high performers. However, as Google points out, it’s best not to create static versions of these combinations (using pinning), as RSAs use real-time information to decide which combinations to show. What’s changing: With extensions now being assets, this report will also reveal which [legacy] extensions are racking up the most impressions.

Change #4: Introducing the new ads & assets report

When is this happening? This report will become available in the coming weeks. Finally, there’s a brand-new report in town: the asset report. This allows you to analyze individual asset performance within your responsive search ads, as opposed to looking at combinations of assets. It comes in both an ad-level asset report and a campaign-level asset report, accessible via a new Ads & assets tab in the left-hand navigation panel:

Let’s break down the two views: The assets view focuses on headline and description performance:

Keep in mind these images are screenshots from a GIF in Google’s announcement. You’ll see how many ads are using each asset and which ones, whether it’s pinned, plus metrics like clicks, impressions, click-through rate, and a performance rating:

The associations view provides similar information but for your [legacy] extensions, including sitelinks, images, lead forms, call extensions, price extensions, promotions, and more. You’ll also see metrics for clicks, impressions, and CTR:

Is there anything you need to do?

Not at all! Google reassures us:

Existing extensions will automatically become assets, keeping their current associations at the account, campaign, and ad group levels. Want to discover the best assets (formerly known as extensions) for your ads? Check out our [Google Ads [legacy extensions ] cheat sheet]!