Google Officially Launches New Expanded Text PPC Ads

Peter Roesler, President - Web Marketing Pros

By Peter Roesler

President, Web Marketing Pros

The world of PPC ads is dynamic and constantly changes. Advertising platforms are constantly experimenting with new ways to make their ads stick out or creating new advertising products to help marketers reach their target consumers. In the past few days, Google has announced the official launch of Expanded Text Ads on Google AdWords that will make the platform for effective and profitable for business owners.

google-expanded-text-ads-go-liveThe first major change involves expanded text in Google AdWords. Google has been talking about using expanded text since back in May, but now the official launch is here. The changes to the format will make it possible to have more consistent ads across devices.

“At the Google Performance Summit in May, we announced a completely new ad platform built from the ground up to help consumers and marketers succeed in this mobile-first world: expanded text ads and responsive ads bring to life the canvas you use to connect with consumers, while device bid adjustments provide more control and flexibility so you can optimize with greater precision,” the company explained in a blog post. “Starting today, these innovations will begin rolling out in AdWords to all advertisers around the world.”

Expanded text ads are optimized for the screen sizes of the most popular smartphones and feature two headlines, each with 30 characters, and one long 80-character description line. That’s nearly 50 percent more ad text for business owners to use to highlight their products products and services.

This particular change is something that business owners and marketers need to understand and prepare for. Starting in late October of this year, business owners and marketers will only be able to use the new expanded ads.

According to Search Engine Land, “Google has not set a date when standard ads will no longer run with ETAs, but Jain noted advertisers should have sufficient time to test standard and expanded ad formats against each other to ensure they are properly using ETAs.”

Even though the official rollout has only just begun, there is a lot of evidence from advertisers who used the product during beta testing that expanded text ads are effective. The extra characters and copy space mean that business owners can better attract their target audience before they click the ad.

“Guitar Center was one of the first to adopt expanded text ads,” explained Robert Spears, Digital Marketing Director at Guitar Center. “With the additional ad space, we’re now able to highlight our promotions and sales while preserving our core brand message — like we did for the 4th of July. Our non-brand campaigns alone have seen more than a 2x increase in CTR.”

In order to help these new ads work for marketers, Google has compiled a list of tips and best practices for using the ad copy to reach target audiences. The “Create Effective Text Ads” guide that Google produces has been updated with ways to use the new Expanded Text ads for maximum benefit. It’s something business owners and marketers should look at to learn ways to improve their PPC ad campaigns.

The introduction of Expanded Text Ads will mean changes to the interfaces for ad setup, bidding and more. Since marketers only have until Oct. 26th to get used to the changes, now is the time to experiment with new ads or trying to improve current ad sets by taking advantage of increased character limits.

For more information about updates and changes at Google, read this article on recent changes to video ads on Google.


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