The day that PPC experts have been waiting for has finally arrived – expanded text ads are now available for use. First mentioned in May of this year, Google announced that they would be expanding the allotted characters in their search ads but no mention of a specific date. With this being one of the larger changes AdWords has released recently, we thought we would break it down and let you know exactly what you need to know about the update.
What’s changed
The limiting 25-35-35 standard text ads are still available, but now AdWords is offering something bigger and better – expanded text ads (ETAs). The new ads, designed specifically with mobile users in mind, allow for 30 characters in headline 1 and in headline 2 with up to 80 characters available for a more detailed description. By allowing for more characters, you’re giving mobile users more data, more information, and more reasons as to why they should click your ad and select your product or service. Early ETA users have even noticed a 20% average CTR increase since switching from standard text ads.
It’s also extremely important to note that search ads are currently still available, but they will only be eligible within AdWords until October 26th, 2016.
What this means for business
The world is going more mobile every day, and it’s important that your business does too, whether it be making your website responsive, or by switching your ads to expanded text ads. Don’t avoid the inevitable and get a head start on your competition. By switching out your standard text ads for ETAs you’re opening your business up to more sales opportunities.
Best practices
Thinking of making the switch? We recommend following the points below to ensure your expanded text ads perform as best they can.
Be sure to take advantage of the allotted characters.
The more information you can provide people, the better. By giving more detail, those reading and clicking on your ad are more likely to have a higher click-through rate and higher conversion rate.
Get creative.
Essentially, the entire layout of search ads has changed, which means your ads should, too. Now is your chance to get your creative mind thinking. When working on your ads, think of something unique, and compelling. You don’t want your ads to have the same message as your competitors, so find a unique selling point that helps your business or product stand out.
Test things out.
You may not get your ads perfect the first time around, but don’t worry you still have plenty of time to perfect them. By trying out different ad copy and different call to actions, you’ll find what works for your business best.
Google is continually updating its AdWords offerings to provide better value to users and adapt to the way people actually search. Every time there is an update, it’s a chance to refine your PPC strategy and further separate yourself from the competition. Keep checking back for more news about AdWords and how your business can take advantages of the changes!
