In October, Google changed its Ad Rank formula which determines the position order of AdWords paid search ads. The revised formula now factors in the expected impact of ad extensions and ad formats, in addition to the bid and quality score.
What The Search Agency found is that, on the whole, impressions and clicks for ads with extensions improved significantly after the Ad Rank change: up 6 percent and 5 percent respectively. Overall, when looking at the performance of all the ads, impressions actually fell 6 percent and clicks were off slightly by 1 percent.
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