Google is always evolving in order to ensure a positive user experience. As part of their latest enhancement, Google have started to roll out a new feature called Ad Extensions. This feature involves being able to include 4 additional links within your ad copy to enhance your ad as seen below.[caption id="attachment_120" align="aligncenter" width="407" caption="Google Ad Extensions"]

[/caption]This feature is currently in Beta testing and is in limited release across Australia. A while ago Bang Online Marketing got the opportunity to be one of the first online marketing companies in Australia to trial this new feature.The Ad Extensions will only appear in your ad if it is in position 1 and has a 'very high' quality score. Perhaps Google's aim was to entice advertisers to increase Cost Per Clicks (CPCs) and ensure position 1 for top keywords. I, however, see it as a great way to enhance ads already in position 1 and decreasing the amount of brand traffic lost to competitors appearing on your brand term (for which you should already be in first position and have a 'very high' quality score).Australia is often behind the rest of the world in many ways, including search engine features. You may or may not be aware that Google functionality in UK and the US is more advanced than what we see in Australia.For example, Google is currently trialling two exciting features in the US involving images appearing i the sponsored links and a plus box functionality. As you can see in the screenshot below, images appear on the right-hand side. There is also a plus box next to the top 3 listings which expands to show multiple images of related products within the advertiser's shop when clicked.[caption id="attachment_121" align="aligncenter" width="474" caption="Images in Google Adwords Ads"]

[/caption]It may be a while before we see these features hit Australian shores. Nevertheless, Google's constant work on rolling out new features like Ad Extensions goes to show its dedication to improving the Google Adwords experience for both searchers and advertisers.