Although we may not know exactly when we’ll see them - we know they’re coming and we’re excited!
We’re talking about Google’s latest update - Expanded Text Ads. They’re coming to a SERP near you later this year, and here’s 10 things you should know about them
1. Do i need to prepare for expanded text ads?
Yes! in the 15 year history of AdWords this is the most major change we have ever seen. The best thing you can do to prepare is ensure your quality score is as high as possible. Your quality score is determined by the quality and relevance of your ads and, among other things, determines where your ad ranks on the search engine results pages (SERPs). You want your ad as high as possible to really utilise all that these expanded text ads can offer - i.e. more real estate!
2. Will this improve the performance of my ads?
Yes! Early reports suggest your click through rate can improve up to 20%.
3. How much will the description area expand?
Currently advertisers have two x 35 character description lines. The new Expanded Text Ads will have one consolidated 80 character line.
4. What do expanded ads look like?
Here is an example of what the new ads will look like, alongside what they look like currently
5. Why is Google making the change?
Earlier this year Google removed all ads from showing down the right hand side of the SERPs. This was a major step towards their goal of unifying the desktop-mobile experience for all users. Now, with that extra space freed up, they can afford to supersize ad headlines - which we’re not complaining about!
6. What are Expanded Text Ads?
Expanded Text ads are a new style of text advert which will be two times the size of Google’s current text adverts. These new ads will be rolled out across all devices and will help businesses maximise their presence in the SERPs. With a larger headlines and more space in the description area, businesses can expect increased performance from their ads across desktop and mobile devices. The headline has been designed to automatically wrap to suit any screen size.
7. How much bigger will expanded text ads be?
These new ads are 2x the size of the current text ads.
Current Headline: One 25-character Headlines
New Headline: Two 30-character Headlines
Current Description Line: Two 35-character lines
New Description Line: One consolidated 80 character line
Current Display URL: Manually enter display URL, any mismatch between your display, final and landing page URLs will cause your ad to be disapproved.
New Display URL: Domain automatically extracted from your final URL to ensure accuracy. You can customise the URL path.
8. How much are the headlines expanding?
Currently advertisers have one x 25 character headline. The new Expanded Text Ads will have two x 30 character headlines.
9. Whats changing with display URLs?
This new system will have AdWords automatically extract the domain from the final URL. Advertiser will then have the option to add up to two paths to enhance the display URL (using up to 15 characters).
10. When will the new ads roll out?
Google has not released an exact date as of yet except to say it will happen “Later this year”. Keep an eye out on our blog for more information.
As we said earlier, Expanded Text Ads are the biggest thing to hit AdWords in 15 years. If you’re concerned about how this latest update will affect your account, or if you have any questions, please contact one our AdWords agency for a no obligation chat on on 1300-786-704. They’ll be more than happy to answer any of your questions and give you some clarification on the subject.