2016 seems to be the year of AdWords for Google as Expanded Text Ads were rolled out last week.
Having only recently adapted to the new Google SERP (Search Engine Results Pages) following the removal of right side adverts in desktop searches back in February, we now see the biggest shake up of AdWords for 15 years. The trusty text ad is getting a complete overhaul and the format will be replaced with Extended Text adverts. Here are five things you need to know about the new format:
1. What are Expanded Text Ads?
Expanded text adverts provide the ability to add almost double the amount of copying your adverts. You now get two 30 character headlines instead of the old single line 25 character headline and the two lines of 35 characters will be replaced by a single 80 character description. There have also been some updates to make the display URL friendlier as well.
2. Why is Google making the changes?
For mobile. When Google came up with the PPC format 15 years ago there was no consideration for current devices and how adverts might look on phones and tablets. This year Google went back to the drawing board by re-imagining how AdWords would look in today’s mobile-first world. The changes are to unify the experience across all devices allowing for a consistent experience, in short responsive adverts optimised for mobile and desktop.
3. When will Google implement the changes?
They are already here – the new format was implemented on the 28th July. Those with an existing AdWords account will see the new format when creating a new text adverts by default. Don’t worry though if you prefer the old format you can still create adverts in the old style up until 26th October 2016. Following this it is likely the old text adverts will be merged into the new format.
4. How will this affect my PPC results?
It’s too early to tell but with a higher word count, there is an opportunity for brands to experiment with more emotive and persuasive calls to action before finding a balance of content that’s right for them.
5. What do I need to do?
We would advise that you take advantage of the 2X space more ad space immediately (although you have until the 26th October to do so). Make sure you closely monitor your campaigns and experiment with different levels of content to see how it affects your click through rates and adapt as necessary.
If you are a HMA PPC client your adverts will be optimised to the new format automatically. If you have any questions please contact your account manager.