The annual Google performance summit keynote of 2016 has been an exciting one with the introduction of exciting stuff. Among the announcements, the expanded text ads have got the attention of the advertisers. It is one of the most important updates since the introduction of Quality score in the AdWords.
Currently, Google is testing ads with two 30-character headlines and one 80-character description line. Apart from that, testing ads contain two customizable 15-character path field and your display URLs will be added automatically in the end. The new testing ad will contain 45 more character texts and an URL path from the existing one.
35 extra characters in a headline and 10 characters of description texts mean nothing to individuals not familiar with PPC. But, the extended 45-character has taken advertisers with excitement and optimism. This is because more characters enable to convey messages clearly, highlighting your business better and create an extra clickable headline.
The right-hand side ads were removed from a search result to deliver a better-using experience in all devices. The new ads no longer need to restrict character limits for ads shown in right hand which led to the expansion of text ads character. Now, the ads can be optimized for mobile devices and it fits beautifully in the screens.
Early testing revealed a higher performance of the ads. Some advertisers have reported a 20% increase in click-through rate in comparison to existing text ads. This is a clear indication for advertisers to utilize the change and succeed in the campaign.
If you are advertising in AdWords, you can use this new change for a better campaign. Let us see the ways in which you can utilize the expanded characters.
- Rethink and Recreate Your Headline
An extra headline to add in the ads, but it doesn’t mean you can simply put anything in the running ad. Re-evaluate and rethink the strategy to add in the ads. In short, it is a chance to craft new and more compelling ads than the existing one.
- Rewrite Your Headlines
Headlines are the clickable space on your ads. Now, you can use 2x more characters in headlines than before. To make headlines enticing, big blue headlines works wonders than your description text. It is known that the quality of headlines and contents determine an ad’s performance.
You must have realized this in advertising that headlines get the maximum attention of the visitors. If you’re testing and creating new expanded text ads, it is better to focus on creating the best headlines. This is because implementing good headlines increase ad’s potential and performances.
- Write Ads Focusing on Needs and Benefits of Users
Researchers have found that people like ads that are related to their needs and which deliver benefits. Though some call to actions works sometimes visitors love to see more specific information for which they come. Apart from that, visitor love ads with authority, reliability, sales and discount, and urgency.
Think about the users and find out the reasons to click your ads. It’s not enough to add compelling CTA but add offers which make visitors lives better.
- Prioritize Ad Group Test by Volume and Impact
While creating a new ad format, you will find new creative ways to improve performances. But, it is essential to prioritize testing according to volume and impact in the performance. Test the ads group that bring value and impact in performance firsts.
You need to prioritize tests according to improvements wanted in the area. Usually, the branded terms do well, so test the non-brand campaigns firsts.
- Ad rotation settings adjustment
Competition in the auction is impacted by the types of ads shown. In the beta, service of expanded text ads will end but it will be served again in your ads rotation settings.
But, if you have standard text ads in an account, the performance will be affected due to even rotation. Instead, optimize for clicks and conversion in the settings. In this way, the new ads will outperform the older one.
- Use ad extensions
Now, ads have more space but it doesn’t mean extensions have become less important. Implement ad extensions which are important for your business. Create at least four to offer the system abundant choices while assembling ad unit in every auction. Further, extensions add user-friendly features to ads driving more clicks for you. Interestingly, all the extensions work with the new expanded text ads.
You should double-check ad extensions to avoid overlap with new creatives that are added in the account. Repeating of extensions in ad text doesn’t serve the purpose, scrubbing callout, site links and other extensions need to avoid overlap.
- Monitoring of lost impression share due to low budget
Performance of expanded text ads vary but you will definitely get more clicks. Revisit the budgets after uploading new, longer ads. If your budget is static, it is advisable to shift budgets to the most valuable campaigns instead of shifting budget to campaigns of lower values.
If you have low budgets, consider lowering your bids. Though it’s too long to discuss here profit-based bidding brings success keeping the account in good health.
You need to rebuild your ads to work better on all devices and expanded texts help messages to be more meaningful to users. In short, expanded text ads are a big change in AdWords and expected to bring lots of difference in the paid industry.