Google is rolling out an API design change for Ad Extensions, from feed-based extensions to asset-based extensions. There is no functional difference in how ad extensions work, this is mostly a technical change to align the API with the Google Ads UI you are already used to.
As part of this update, all of your existing feed-based ad extensions will be migrated from the old paradigm to the new paradigm. Google is planning two waves of automatic migration, one in October 2021 and one in February 2022.
According to Google, the main benefit of the asset-based extension paradigm is that it reduces the complexity of managing extensions when compared to the existing feed-based extensions. To learn more, check out Google's blog.
Marin is preparing for this change to ensure a smooth transition for all customers and to avoid any repercussions during the busy holiday period. As such, we are planning for a transition in early Q1 2022.
As a result, Marin will be opting out all customers from the first wave of the automatic asset-based extension migration ahead of the October 15th deadline.
Note: Other serves that use feeds, such as Location extensions, Dynamic Ads, and Page Feeds, will be discussed in future Google announcements. These are NOT part of either the October or February phases of asset-based extension migration.
In order to assure continued synchronization of your ad extensions, you should refrain from opting your accounts back into the October migration, as opting back in will prevent your feed-based extensions from syncing into Marin properly.
If you create an asset-based extension in Google Ads, this will effectively migrate your account to the new paradigm. This means:
We will reach out to customers in Q1 2022 to provide a status on the transition plan for your accounts.
Marin will submit the following opt-out form on your behalf. You can access the Ads API Extension Migration Opt-Out form here. Please note that you do not need to fill out this form on your own. We will opt you out on your behalf.
This involves Marin confirming the below on your behalf:
Here are some additional resources on the migration:
If you have any questions, please reach out to your Marin account representative.