How Google's Expanded Text Ads Will Boost Your Click-Through Rate
For years Google AdWords has enabled you to advertise to millions of searchers…as long as you can squeeze compelling ad copy into a 25 character headline and two 35 character description lines.*
Anyone who’s ever written a Google ad knows all too well the agony of seeing your awesome ad text being rejected for being just one character too long.
But weep no more – for now Google has launched...
Expanded Text Ads!
Google’s new Expanded Text Ads are great. They give you...
- Two headlines (each 30 characters)
- Two 15-character display URL paths
- An 80-character section for the description
Excluding the display URL, that’s 45 characters of extra space for you to summarise your company’s USP and sign off with a killer Call To Action.
Bring it on with your ad-copy A-game. Get seriously descriptive and persuasive – and drive excellent qualified and quality traffic to your site.
Results so far are game changing
Early results from Google have seen an average click-through rate (CTR) bump of 20 per cent but there have been reports of CTRs increasing by as much as 100 per cent on non-branded searches.
If these results are to be believed, this evolution of the text ads is truly game changing.
So what are you waiting for?
Anyone running an AdWords account should be testing this new format right now.
Best Practice – what you should know
As always Google has produced a best practice document– which will talk you through what you need to do when creating your ad to get searchers to engage – and a detailed blog explaining the changes.
Appendix
*Yes, we accept that recent developments in shopping campaigns have taken the emphasis away from the text ads as far as e-commerce is concerned.
And yes, of course there is the Google Display Network.
But these require far more technical knowledge than basic text ads – and take longer to implement.
Now stop being a pedant and get back to the article!
