Google is coming out with one update after another. After the disappearance of Adwords ads on the right-hand side, Google is now coming out with Expanded Text Ads. This update means you get up to 47% more text space with your ads and this is going to cause a lot of change....
SEA marketers have been used to the fixed formatting of Adwords text ads for years. They adhere to the limits for this. But if the formatting of Expanded Text Ads remains as it is currently known, then the fixed formatting will be very different and thus take some getting used to:
- Heading 1 gets an additional 5 characters
- There will be a header 2 of 30 characters
- Description line 1 gets an additional 10 characters
- Description line 2 disappears
- The visible URL is automatically generated from the final URL or you can enter 2 input fields with 15 characters each
- The advertiser has control over the second headline
- Advertiser can add larger ad text/more keywords
- You can get a higher quality score because you can add more relevant keywords in the text of your ad
- You no longer need to manually add the visible URL
- Google assumes a 20% increase in Click Through Rate after this update
- Google is very concerned with the mobile-friendliness of ads. The Expanded Text Ads are again proof of this. On mobile, Expanded Text Ads are displayed smaller and these are only enlarged when the user scrolls over the ad.
- If you have automatically built up ads, you need to adjust them to the new update as there will be new limits and rules added and dropped.
- The simple export import of Google Ads to Bing will no longer be possible after this update because the structure and format will be too different.
- Unfortunately, the update does not work with Dynamic Search Ads
Most likely, the update will be implemented in June. That's pretty soon, so you can start looking at your Adwords campaigns now to see where you can improve your ads thanks to the new update. Need help with this, or want additional information about the update? Get in touch!
