Search (PPC) Advertising

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Google 2016 Text Ad Changes

 

Google has created expanded text ads.

BEFORE
  • 1 Headline - only 25 characters
  • Description - 2 lines of 35 characters each

AFTER
  • 2 Headlines - 30 characters each
  • Description - One line of 80 characters
  • Display URL - now available to add a description path
Example:

Google Expanded Ad





HOW TO TRANSITION & TAKE ADVANTAGE OF NEW AD FORMAT
  • Write new ads instead of adding on to existing ads.
  • Keep in mind that your FIRST HEADLINE IS MORE IMPORTANT  than the second.
  • Write ads to pitch someone on all devices - mobile, desktop, laptop, tablet.
  • Update your ad extensions with new complementary content.
  • Test the performance of your old ads versus your new ads before making the complete transition.
  • Include your top keywords in your URL path field 

   
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