During the Google Performance Summit in May, there were major AdWords updates announced, some of which relate to expanded text ads. Since then, all AdWords professionals have been patiently awaiting their arrival, which duly occurred on 26th July 2016. The full update announcement can be watched here.
So, how exactly are the AdWords Text Ads expanding?
However these limits are now a thing of the past. No longer will your ads be confined to a 25 character headline and two 35 character description lines. Say hello to the new and improved AdWords text ads, benefiting from two 30 character headlines and one 80 character description:
The two headlines will appear next to each other and will be separated by a hyphen, however they may wrap to a second line, depending on the user’s screen size. Now that the description is combined in to one longer description rather than two shorter descriptions, you can have even more control over the messaging and how it appears within your ad.
These expanded text ads allow you to have more visibility within search as well as giving you the opportunity to create even more eye-catching ads for your target audience. Early reports from google have suggested that expanded ads are seeing a click through rate increase of up to 79%!*
The way display URLs work has also changed with expanded text ads. You will no longer need to enter a display URL, as Google will automatically use the domain from your final URL. You will then use the “Path” fields to give your target audience a better idea about your website. These two fields will appear after your domain and each have a 15 character limit.
Not only are these new ads longer and able to offer better visibility within the SERPS, they are also optimised for mobile, and therefore eliminate the need to create separate mobile optimised ads!
As of October 26th, 2016, standard ads will no longer be able to be created or edited, however they will still serve alongside any expanded ads.
As an official Google AdWords Partner, we have extensive experience managing a range of campaigns for both small and large budgets. If you’re concerned about your AdWords campaigns and how they will be affected by these text ad changes, HROC can help ensure that your campaigns are benefiting from these new and improved expanded text ads in no time. For more information contact us here.
*this information was taken from the official Google AdWords Blog – https://adwords.googleblog.com/2016/07/three-ad-innovations-for-mobile-first-world.html