With quite a dramatic change, the recent good news from Google is that have made their text adverts bigger:

  • Longer headlines
  • More words
  • URLs have more characters.

You can see the differences below:

New Desktop Size

Google-expanded-text-adverts-desktop

New Mobile Size

Google-expanded-text-adverts-mobile

How Does This Affect Your Business?

More good news. Early reports indicate an increase in clickthrough rate by up to 20%.

But as with all good things there is a slight downside and one is your old adverts will need to be rewritten.

There are two reasons why:

  1. Your competition will be doing it, so don’t play catch up.
  2. Google will soon depreciate standard text ads

For a while the new ad format can be an edge against your competitors, especially if they are slow to pick up the pace.

The depreciation will take place on October 21st 2016. Your old text ads will still be visible, but you will no longer be able to create the standard text ads. However, the better click through rate from the larger adverts should be incentive enough to update your text.

Main Changes & Benefits

More relevant: Since Google’s main agenda and proof of quality has always been relevancy. The more relevant your ad text is, the better conversion rate you’re able to produce. With the growing dominance of larger and clearer mobile screens, ad estate grows as well. This is what expanded text ads are all about.

More characters to get your message across. Users need to see a clear and simple message to understand what you can offer them. Being able to smuggle a bit of emotional attachment into the ad is a huge plus.

Headlines will become more prominent. The most important growth happens where it’s the most needed: the headline. The vast majority of clicks come from that part of the advert.

Longer display URLs to give a deeper look into the product structure of the brand. It might help users better understand the profile of your business.

What does this mean to your business?

Larger ads take up more space, pushing organic search results further down the list. Never forget that Google is a business and AdWords drive most of their revenue.

Expanded ad text should result in better performance, simply because the users are more informed about your selling propositions and we can just use it to highlight your brand name more often.

If you would like to talk about getting your PPC campaign ‘expanded’, or improving the management of your advertising, book a telephone call with Marketing Director Xan Phillips today.

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