Google Extended Ads Are About to Roll out Globally
Since this year’s Google Performance Summit there have been a lot of changes coming to the popular search engine. At the Summit, Google announced a few groundbreaking features that fellow marketers have been waiting and craving for. For the sake of this article, we’re talking about the Google Text and Display Ads changes.
Changes to Google AdWords
A couple of months ago, you might have noticed that Google removed the right hand side ads on desktop. They did this so that the search experience is constant across all platform devices. Removing these right hand side ads, helped greatly in the development of the fifteen year old text ads we’ve come to know.
These new text ads in AdWords will give the marketer even more ad space to include more information on the products and services they offer. These changes include a more prominent headline, say goodbye to the one 25 character headline, and hello to two 30 character headline. The already two 35 character description line will change to a one consolidated 80 character description line. Finally, the URL? To display the URL it had to be manually entered now, the domain will be automatically extracted from your final URL in order to have accuracy. That’s not all, now you can customize the URL path, it will automatically pull from the landing page domain. Also, advertisers will be able to name up to two different directory paths a feature that was not available before.
Early testing shows that some of the advertisers reported a 20% increase in click through rates compared to their current text ads. These are some very interesting results since it’s important to clarify that these changes are targeted directly for the on the go mobile consumer. Who wants their information ready and available at the palm of their hand before entering into the product or services website. This is what the new Google AdWords will be like, a lengthy description of your product or service into the search results.
Of course this in a way could be a disadvantage. Although we live in a world where information is available 24/7, the new Google AdWord text might be limiting itself when a customer is researching for a product or service. With this new formatting, the consumer will know all of the products or service specification without entering their website and seeing what else that company has to offer.
This change has been one that marketers have been wanting for a long time, leaving the 25-35-35 limit aside and welcoming the new format. Although there’s been early testing and results have been promising, fact is we won’t know the real result until this new format comes available at the end of the year. If you’re planning on using this new format, we recommend planning your text ad campaign with these new features in mind when it comes out later this year. With technology evolving every day, various changes are coming to Google and these text format is will not be the last of them.