Google Adwords system dominates online advertising. Its timely updates ensures it keeps ahead of its competitors. The recent introduction of Expanded Text Ads is one of its more important updates in recent times.It is a major challenge to fit long words into this draconian ad format, let alone a cohesive value proposition Click To Tweet
Ads for a ‘mobile first’ world
Expanded text ads are another Adwords initiative to support its advertising system in a ‘mobile first’ world. This is a world where mobile internet use now equals desktop, and is continuing to grow while desktop use has stabilized. Remember in February 2016 when Adwords killed off the right hand side ads in Google searches?
So what’s different with these ads ?
If your business is investing in Google Click advertising, then it’s important that your campaigns are taking advantage of this new important feature. To understand what is different with the new expanded text ads, let’s look at the ‘old’ standard ads formats
Standard Adwords Text Ads
Standard text ads consists of three lines and a URL:
The top line is just 25 characters including spaces
A ‘Display URL’ – a notional link to your website
A Description typically displayed as two lines 35 characters each
‘Standard Text Ad’ typical layout
As someone who regularly produces Adwords campaigns, I’ve developed a love/hate relationship with the character length and editorial limitations imposed by Adwords. It is a major challenge to fit long words into this draconian ad format, let alone a cohesive value proposition.
Expanded Text Ads
The new Expands Text Ad format has much more generous character budgets
- Two headline fields (up to 30 characters each)
- A single, expanded description field (up to 80 characters)
- A Display URL that uses your final URL’s domain
What does Expanded text ads mean for you ?
The Expanded Ad format allows for more detailed ad copy to:
- better describe your offering
- to differentiate from your competitors
- to engage prospective clients
This provides the opportunity for your ads to be more engaging, to attract more clicks and ultimately for you to win more business.