Google AdWords hasn’t exactly been subject to too many major changes since its initial launch way back in October 2000, so the arrival of expanded text ads should be big news for marketers.
First of all, what is an expanded text ad? Well, it’s what it sounds like – a text ad that is bigger than your usual text ad, or twice as big, to be exact.
Such additional space allows for more prominent headlines and longer descriptions, which in theory at least, should help you to drive more click-throughs due to more eyeballs falling on your ad.
So, what are the changes, exactly?
The new expanded text ad format is now the only format in which one can create and edit ads with AdWords – the previous standard format having been phased out back in January – so it’s important to know the various advantages that the new format brings.
These include the chance for you to have two 30-character headlines, as opposed as one 25-character headline, while you can also have a single 80-character description line instead of two 35-character description fields.
You will also no longer need to manually enter a URL for your ad, as Google will do this automatically. However, there will still be scope for you to customise the path.
Will the change have much effect on your advertising?
The short answer is that it will… and it won’t.
In many ways, the ad creation process for AdWords remains much the same it has always been, with target setting, analytics monitoring and optimisation all still required in the usual way.
However, your ads will also now probably be noticed more often and attract more clicks, due to their larger size and highly prominent position in the search results.
Otherwise, only the character limit has changed, although you may still need to rewrite any existing copy you have to fit the new format. For instance, the two 30-character headlines rather than the one 25-character headline give you a big opportunity to experiment with double headlines.
What’s the next step?
There are many ways to make the most of the new AdWords format – ranging from placing your main keyword in the first headline to incorporating a call-for-action in the description – but perhaps that’s a subject for another blog post.
Of course, you’ve also got the option of contacting our highly professional and capable Pay Per Click (PPC) team here at Jumping Spider Media, so that you can swiftly start taking advantage of the expanded ad format.