In the past, I have written about many of the most popular AdWords ad extensions, like sitelinks, call extensions, location extensions, and social extensions. However, AdWords is constantly trying out new ad extensions in its beta program and rolling out successful extensions so that everyone can use them. Because of this, there are often new ad extensions available that cause-related marketers are not aware of! Let's see what's new.

While recently watching "Orange Is the New Black," it occurred to me that activism is back en vogue. In this particular episode, an inmate stages a hunger strike to get better treatment for her fellow inmates. But her message is unfocused and her true motivation is unclear. Of course, she goes about it all wrong, and, in the end, it means nothing.

Recently, while on a walk with my family, we stopped at a coffee shop for a quick snack. My wife and kids went in, while I stayed outside with the dog. Five minutes later, my daughter came out with a "pupcake." She told me that this tiny cupcake (literally smaller than a munchkin with a little peanut butter on top) was $1.25, and that 50 cents went to the local animal shelter. She was very proud of her purchase - and I was proud of her, too. But, I had a different perspective of the coffee shop.

Marketing today is changing by the minute, with many marketers genuinely struggling to keep up. Like it or not, we're all operating in a hyper-connected marketplace in which the balance of power is shifting away from companies. To understand this new reality, witness the predictable disaster loop that happens when brands stray off course. Seduced by clever marketing ideas, marketers do stupid things. Offended stakeholders react, unleashing a tsunami of negative social media, traditional media piles on, amplifying the story, and brand managers have a very, very bad day. Brands quickly change course, trying to make it all go away …