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Google AdWords Expanded Text Ads: Best Practices

Google made an exciting announcement earlier this summer that made digital marketing experts jump for joy! Among several AdWords changes that were presented in the announcement was a big change to the size of Google text ads. Advertisers can now delight in having nearly twice the space they previously had to create ads that compel readers to click on them. Yes, this is big news for anyone who has struggled with creating quality ads with strong headlines and descriptions with such an abbreviated character count.

Google AdWords Text Ads

Google actually referred to the change as the biggest update since AdWords was launched 15 years ago. The reason for the change is to make text ads more visible on mobile devices. This change comes after Google’s decision earlier in the year to remove right-side ads on desktop. It’s apparent that Google wants to create a more unified experience across devices.

So, what can digital marketers do to make the most of these new expanded ads? The following are a few best practices to help you modify existing ads and to create new ads with the updated format.

Reevaluate Your Message – Many advertisers will simply add a second headline to existing ads. While this is a faster, easier way to update ads to the new format, it’s not the most effective route. This larger format offers the ability to reconsider messaging and to build more content around it. By taking into account each line of content and fine-tuning messaging, you’ll increase the likelihood that a reader will take the next step of clicking on it.

Expand Your Headlines – With the change, your headline character count grows from one 25-character headline to two 30-character headlines. This is substantial and dramatically increases the clickable space of your ads. Think carefully about how you want to convey your headline to attract the attention of someone who is searching ads.

Consider the Formatting of Your Headline – Your ad’s headline fields are combined with a hyphen in the new format. On a mobile device, headlines can wrap beyond the first line. You will want to experiment with different headline options to see how your ad will appear on a variety of devices to maximize your ad’s readability.

Power Up Your Descriptions – Your descriptions are increasing from two 35-character description lines to one 80-character description line. Like with headlines, you’ll want to take some time to determine how to best communicate your message with the extra characters.

Use Bulk Editing – Do you have many ads that are still in the old format? There’s more good news. You don’t have to update each ad individually. To make bulk changes, multi-selecting them in the “Edit” menu and make the edits to any number of ads you want with a single process.

Keep Track of the Changeover – On October 26th of this year, AdWords will no longer support the creation or editing of standard text ads. Existing ads made prior to the change will remain in the old format, and all new ads must use the expanded ad format.

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