Once again, Google has casually rolled out a game-changing addition to AdWords: Expanded Text Ads. Why casually? Well, it’s Google, so they can, but also because it’s the change that advertisers have been clamoring for.
Plenty of pay-per-click managers have struggled to stuff a relevant message into text ads and still fall under the 25-35-35 character limit for headlines and description lines. Sometimes messages come out looking incoherent and are lost upon the user, and the ad authors are left wishing for an extra character or two that would help deliver a complete message instead.
Google has recognized these PPC pleas and heeded the call. Google first began by beta testing expanded headlines in ads. Prior to, there were two ways to have an expanded headline. The first was through a punctuation mark at the end of Description Line 1. The second was to sneak through keywords longer than 25 characters via Keyword Insertion headlines, but there was no guarantee that the headline wouldn’t simply insert the default keyword instead.
However, the beta test featured an additional headline to now feature two headlines. That is an ample amount of space to feature one’s message, particularly in the highlighted blue font Google uses. The new standard double headline now resembles the former expanded headline featuring description line 1. But, Google didn’t stop there.
Google has recently announced that they are expanding the Description Lines as well, from 35 to 40 characters. Moreover, the two description lines are being combined into one extensive description line of 80 characters in total. This allows the expanded text ads to deliver captivating and comprehensive messaging.
There are two main reasons for this decision. The first is the increasing use of mobile devices. Google is well aware of this trend (heck, they’re partially responsible for it).
Previously, mobile phone ads were made to be even more condensed in order to fit the limited space on mobile devices. According to Google, more searches are beginning on mobile devices in what Google describes as “micro-moments,” or small windows of free time where people initiate searches that may be completed at a later time or even on another device. In order to accommodate these brief-but-critical micro-moments, Google targeted mobile devices with the expanded ads in order to reach mobile device users with a clear and distinct message.
The other reason for this welcome addition of expanded text ads is the removal of the right sidebar of paid ads in Google searches taking place on traditional computers.
Removing these ads has created extra space that can accommodate lengthier ads with more details that appeal to users. In essence, Google has made the decision to sacrifice quantity for quality.
Google has chosen to replace a larger amount of choppy, irregular ads with fewer ads that deliver cohesive messages with appealing details and offers. This change may not have been made with the pay-per-click manager in mind, but rest assured that PPC managers everywhere are celebrating the opportunity to now complete their ads without silly abbreviations or symbols that fall short of effectively reaching users and delivering a captivating message.
You can thank Google for removing the right side ads. They have created a more unified experience, leading to more qualified traffic for advertisers. Expanded text ads are coming to both desktop and mobile, so you’ll want to jump into this feature right away.
With more text, you generate more visibility, increasing your click-through-rate and improving your Quality Score. As the feature continues to roll out to advertisers around the globe, be sure to use this to your advantage.
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