AdWords’ New Text Ads

Written by Cotton Mayer

seo-adwords-700You may have noticed that the old-school Google text ads recently disappeared from the right hand side of Google searches. You may have also figured out that they reappeared at the top and bottom of the main search area. They look a lot like regular search results, but with a tiny green “ad” icon. Welcome to Google AdWords’ new expanded text ad format, optimized for smartphones and featuring a longer blue headline (two headlines technically).

The ads now have two headlines of 30 characters each and then one long 80 character description, instead of the old parameters (one headline and two descriptive lines, 25/35/35 characters, respectively). As AdWords promotes the change, “That’s nearly 50% more ad text for you to highlight your products and services!”

Existing pay-per-click Google text ads will still fit in the new format (they’ve probably already been transferred), but it’s a great time to try new, expanded creative. You can even target more keywords in the process. Plus, you never know when Google will insist upon (or start showing favor to) text ads that adhere to their new character guidelines.

Professional Tips – The Inside Scoop

On July 27, 2016, Google AdWords sent out a courtesy email about setting up the new text ads that includes “tips and tricks for creating and optimizing expanded text ads.” Here are some of the suggestions:

1. Rethink your entire ad creative and focus on your headlines to maximize performance.

2. Create and test multiple expanded text ads for each ad group to determine what creative performs best for your business.

The Google AdWords newsletter also announced, “The shift to mobile is no longer happening… the shift to mobile has happened.” So they launched Three Ad Innovations for a Mobile-First World. This informative blog from Google’s Inside AdWords is a great resource for understanding the new expanded text ads format, as well as responsive display ads and device bid adjustments.

If you are interested in a crash course in optimizing Google’s new expanded ad format, we suggest this best practices guide supplied by Google Support or you can simply contact Creative Media Alliance.

As a full-service Seattle marketing agency, CMA is always up-to-date with current best practices and budget-saving ways to promote your business or product in a fast-moving digital world. We look forward to talking business with you soon. Reach out to CMA. We can help.

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