Crafting Google AdWords Expanded Text Ads

While the announcement of updates to the Google AdWords platform were announced earlier this summer, Google kept digital advertisers and marketers big and small on their toes this week as they officially rolled out the new implementations.

The launch included three new updates to Google AdWords: Expanded Text Ads, Responsive Ads, and Bid Adjustments. However, much of the spotlight has been placed on the Expanded Text Ads feature.

There’s good news and bad news: good news is that the extended text ads give you a little bit more breathing room in your copy manueverability. And when I say a little bit, I mean over 50% more space: you now have the ability to write two headlines, each with 30 character limits, and one description line, maxing out at 80 characters.

The bad news? Have fun rewriting all of your copy.

Before you panic — there’s hope! Father Time is on your side. While the smoke subsides and everybody struggles to grasp the full scope of the changes, you can get a leg up on the competition by following these five tips:

  1. If you’re going to take advantage of the ability to craft lengthier headlines, make sure your landing pages are updated to reflect any changes you make. A higher CTR is great, but if you’re only hurting your conversions down the road if you don’t similarly update your landing pages.
  2. Add a call to action in your second headline. Now is your chance to communicate more directly to your target audience, as well as improve your Quality Score, so use it to motivate that audience to take action.
  3. Use ad extensions to include things like additional deep links or location customizers underneath your headlines. These allow you to fune-tune your ad to a user’s seach while making your product or service seem more compelling at the same time.
  4. Keep in mind the timeline of your conversion cycle and where your ads are in that lifecycle. This can affect how quickly or whether you see results in your conversion rates.
  5. 90% of people start a search on one device and finish it on another. As such, check your device reports and make sure your first-click attributions are being accounted for. You may have huge growth in mobile but it’s spanning across devices, so your attribution will appear to be decreasing.

“Life is long, if you know how to use it.” Channel your inner Seneca and beat everyone to market today, not tomorrow.