January and Text Ads Express Disapproval
Marketers will no longer be able to create or edit Standard Text Ads (STA) or GDN Text Ads. They will still serve, but cannot be edited and advertisers will only be able to create and edit text adverts using the Expanded Text and Responsive adverts format.
New Google expanded text adverts are similar to standard text one in a many ways. The two description lines have been merged into one field in extended adverts. The domain of your display URL is now based on your final URL domain.
Also, Google expanded text ads are already mobile-optimized. It is a massive plus. Number of characters in additional headlines field changes from 25 to 30.
Latest research shows that this change increases CTRs, Conversion Rates and ROI. Additionally, marketers noticed a decline in the Average Cost-Per-Clicks across all devices.
Also, Google offers many suggestions how to test expended text adverts. We can monitor results of:
- multiple versions of extended text ads
- focus testing on headlines
- promoting descriptions line 1 in a standard text ad to you new headline 2, especially if that ad performed well in the past.