Expanded Text Ads
Early this year, Google introduced us to the brand new Expanded Text Ads. The new features include
- Two headlines instead of one.
- One 80 character description fields instead of 2 35-character fields.
- The Domain of your Display URL is now based on your final URL domain. For example, if your Final URL is www.example.com/outdoor/hiking/shoes, your ad’s Display URL will show as www.example.com.
- The Display URL can include two optional Path fields. making it clearer where the user will be taken when they click the link.
- Your text Ads are now mobile optimized.
Use the Extra Space to Say Something New
Though it may be frustrating if you have put a lot of hard work into your old ads, You may be tempted to just use these ads and combine the description, and another headline and be done with it. However, if we put the work in to create a new expanded ad, emphasizing your unique selling point and appealing to the customer, you can make a difference.
Early reports indicate an increase of 20% in click through rates.
Use the Headlines to Say the Important Things
Although the 80 character description is largest field in your new ad, they are still not as important as the headings. The headlines are the most influential part of your ad, so they require the focus.
When testing your new ad, focus on the headlines and you’ll quickly find this has the biggest influence on CTR. A point to note is that all of Googles policies regarding ads have changes. For example, you still can’t use an explanation point in the headlines!
Headline #1 Outranks Headline #2
Both headlines can be up to 30 characters long. However, there is no guarantee on how or if the second headline shows up. It may appear after a line break, or it may be truncated.
You can see a preview of how Google shows your Ad using the ad preview tool, but as there is no guarantee on your second headline showing up, it is important to make sure the most crucial information is in the first headline.
Don’t Pause Your Old Ads Straight Away
You should hold off on pausing your old ads straight away. Just because expanded text ads are the latest, doesn’t necessarily mean they are going to do better than your old ads straight away. Some advertisers will see a decrease in CTR compared to their old ads for a first try.
So, on your first go, introduce them alongside your existing Google ad. This way, if they don’t perform as well as hoped for, you have your old ad to fall back on while you tinker with the new one. Then, once the new ad is getting reasonable CTR, you can pause your old ad.
Include Key Words in the Path Field
Google’s new ads automatically pull their domain for the display URL from the final URL. You can also add up to two 15-character path fields to add to the display URL.
Even though this is optional, it can be very beneficial to add these paths. Adding them will enable a user to get a good idea of where clicking the link will take them, boosting your CTR and CVR. If you include a top keyword in your display URL path, the ad will be more relevant to keywords that people are searching for which will improve your ad’s quality score and reduce your CPC.
Update Ad Extensions
With all the new space you have to include information in your ad, you may make old ad extensions pointless. Google won’t show the extension if it is only repeating what is in the ad, so ensure that you update the extensions with new and unique content.
Advertisers and Marketers will be eager to test out the new ads as soon as possible. But don’t forget to put the hard work and effort in to ensure it is a fantastic ad.
You can learn more about how to use the new features on Google’s support site.