On Tuesday, May 24, 2016, Google announced they will be changing how text and display ads appear. This update will expand the format for AdWords in order to improve the optimisation of ads on mobile devices. As a result, nearly 50% more space will be created within the text ad layout for copy, giving advertisers more room to highlight their products, services and promotions.
What Will Updated Ads Look Like?
The main change is adding a new second headline and expanding the characters available to advertisers. Here’s a breakdown of the character lengths and how the new format compares to the current format:
Why is Google Making the Change?
Google has announced that they are making this change so advertisers have extra space to describe their products and services. “Optimized for screen sizes of the most popular smartphones, new expanded text ads in AdWords provide more ad space so you can showcase more information about your products and services before the click.”
Google has been testing this format for some time and feel that it can benefit advertisers with a lift of up to 20% Click Through Rate (CTR) over the old text ad format. Results may of course vary based on different accounts.
How Can You Maximise Your Text Ads in Response to this Change?
The good news is this change will be rolling out later in the year, which means that you don’t have to frantically respond but rather proactively prepare. Take a look at your current text ads and see how you can align them to the new ad format when it rolls out. We recommend using the extra space to best highlight the products and services you offer as well as any key differentiators that help your business stand out from your competition. You should always follow text ad best practices. This includes using ad extensions and choosing the most relevant landing page, to ensure that your ad text converts well.
If you are a ReachLocal client, we will handle the migration to the new format and re-write your ads to maximise performance.
We’re looking forward to seeing how this update will help our clients achieve even greater success with their search advertising campaigns.
For more information about ReachSearch, ReachLocal’s search engine advertising solution and how we can help you stay on top of the latest updates and trends, visit our website.