Google AdWords changes in advertising in the ranking calculation, and now the additional advertising and format

Today, Google announced a change advertising rankings, the advertising of the calculated AdWords, decisions about your advertising on a show, and how much you will each time you click. Except for the highest cost-per-click the price and quality score, the advertising ranking the factors, it is expected that advertising from expansion and format. Advertising ranking has also become a decision whether or not ads are eligible to display the extension and format more factors. 

What do these ads in the ranking change means what? 

Expansion and format now every time you click the price paid and the advertising of the position. 

Google hope that advertising customers to use all of the available expansion, so that suitable for their business. The advertising expansion will usually increase click-through rates and overall performance, because they are advertising more useful. The rate for better click do you mean more advertising click on Google.  The company, they are the most favorable to more automatically serve on the context. " advertisers do not have to (or, depending on your perspective), worried that there is an expansion of the correct combination display to a given situation. 

Adwords

For example, consider a person the search on your mobile phone, in the auto repair. In this example, the user may be one of the most likely to respond to your advertising, they can click on a phone number, or click on the links to visit.  Therefore, we may display the call and the location of the expanded portfolio with mobile search ads.

Now, imagine, if it was in the search for the "car repair" a laptop computer in the suburbs.  Assuming that your advertising for the auction of the organic results in the first 3 of the advertising position.  We may show you the seller ratings and web site links, because this is the extension and can be displayed in a special auction advertising and advertising ranked the highest level of performance and the most useful combination. 

In addition to the context the expansion of services, Google said that it will automatically show the highest performance, sociability and format, which means that the expected rates of returns, the maximum point-and-click.  Update: this sentence has been edited for the sake of clarity, please see the following comments.

In addition: 

• When estimating the expansion and ad format the expected impact, we believe that these factors are relevant, click-through rates, and on the Search Results page of the extended or the format of the highlight. 
• Because the ads ranking is now in determining whether your advertising is the extension and format is more important, you may need to improve quality score, the price, or both are extensions and format. 
• You may see in your account, a lower or higher average cost-per-click.  You may see a lower cost-per-click, if you have the extension and format is highly relevant, and we expect that the positive performance of the impact relative to the auction other competitors.  In other cases, you may see a higher per-Click costs, because the position of ads or other ads from the format of the high expected impact increased competition has improved. 
• Now, this update will only affect the Google search to search for advertising.