Thomas Coppen

Expanded Text Ads for AdWords Campaigns

Why have Google introduced Expanded Text Ads?

Google regularly shakes things up in an effort to improve the user experience – algorithms shift, priorities adjust, new tools are developed and old features retired. The major change for 2016 is big news for AdWords campaign managers  – the introduction of expanded text ads.

This innovation is being rolled out as part of an ongoing move toward mobile-optimised browsing, following hot on the heels of desktop ad layout changes and ensuring that text automatically wraps to the size of any given screen.

What does this mean for your AdWords campaign?

Successful AdWords management ultimately depends on understanding how these updates can benefit you and your customers. At a combined 140 characters, expanded text ads virtually double your potential word power, offering two 30-character headlines, an 80-character description, and a streamlining of the displayed URL.

For AdWords marketers, this means the ability to make Google ads more readable – no more strained, clipped, artificial non-sentences that cram in facts and keywords at the expense of actually making sense.

The results? Google has reported that AdWords campaign managers involved in beta testing have witnessed up to 20% improvements in click-through rates. As such, PPC marketers the world over have been eagerly anticipating the launch, excited at the prospect of generating healthy returns as more words naturally increases the opportunity for more clicks.

How can you get the most out of expanded text ads?

Any PPC manager worth their salt will be well aware that effective AdWords management demands well-executed copywriting, and the extra space presents an excellent opportunity to wow the world with your wares. However, great care will have to be taken to ensure that high Quality Scores are maintained.

You can build your Quality Score by providing genuine value to readers, which means no cheating – no duplicate text or URLs just to fill space. Every sentence must be directed toward your customers’ needs, highlighting the finer points of your product or service and offering a true reflection of what people can expect when they’re taken to your landing page.

Make sure that your in-house copywriter or AdWords agency can say something useful in 30, 80 and 140 characters. 30 characters isn’t a lot; 80 characters gives you enough room to develop your point a little; 140 characters is ample to explain, support or even demonstrate what you’re saying, which is exactly what we’ve done with this sentence.

At the end of the day, expanded text ads require users to refine the techniques with which they should already be familiar. Following best practice in AdWords campaign management will serve you well.

If you’re not sure where to start, or would like further insight into exactly how Pay-Per-Click marketing can work for you, please contact us for a free audit

Thomas Coppen

A Guide to the Google AdWords Changes

Last month at the Google Performance Summit, some big Google AdWords changes were announced. A lot of the summit centred on the huge shift to mobile devices, with 30% of all mobile searches now related to locations. We’ll take a look at the 5 most exciting changes, and how they can help improve your account and take your PPC results to the next level.

Google AdWords Changes – New Expanded Text Ads

After Google’s changes to the search engine results page back in February this year, the big Google AdWords changes were kicked off with bigger, more prominent text ads.

If you’ve ever tried writing a Google ad, you’ll know that you don’t have many characters to work with. But now you’ll have the chance to write more prominent headlines, a longer description line, and more relevant display URLs. Here’s a look at what you’ll be allowed to do:

We have found that using ad extensions such as callouts and sitelinks have always increased click through rates hugely, and having the extra space to work with will allow you to get your brand message into your ads much more effectively. Google have reported that their beta tests saw increased CTRs of up to 20%.

The biggest bonus in this, is that it’ll know be much easier to include all of your long tail keywords in your ad copy – the easiest way to increase your Quality Scores and reduce your overall click costs.

Bid Adjustments by All Device Types

Another big change to Google AdWords is a long overdue comeback. For quite a while now, bids could only be adjusted for mobile, but now you will once again have the flexibility to adjust desktop and tablet bids. You can set a base bid for your most profitable device, and adjust your bids to suit your business and maximise your ROI, with bid adjustments of up to 900% instead of the current 300%.

This gives you a lot more control of your budget, with a new area to optimise your account and increase your returns.

Responsive Display Ads

With the Google Display Network now with a reach of over two million publisher sites and apps, there has never been a better time to target specific websites. Google will now only need a URL, headline, description, and image from you, and they’ll do the rest, adapting them to the site or app that they’re appearing on. This should make them much more attractive, attracting more attention to your brand and increasing your chances of an all import interaction.

Additionally, Remarketing ads will now be given access to the cross-exchange inventory. This gives your ads an even greater reach to the users who have already expressed an interest in your products and services.

New Local Search Ads

Google like to tell us that most mobile users want their mobile searches to be customised to their city, postcode or zip code, or immediate surroundings, with a third of all mobile searches related to location. This means that Google will now increase the amount of ads in Google Maps, such as promoted pins in maps.

Not only is this a great branding tool for your business, but you also get the chance to show promotions and offers to get customers through your doors. Google have said that they will show these ads based on Query context, Location, Search/browsing history, Interests, Behaviours, Time of day, and Demographics. This means that it won’t only be a case of big companies bidding more to dominate the Maps.

Better In-Store Conversion Data

For business with physical locations, it can sometimes be hard to know if Google has had an effect on your overall conversion numbers. But soon, a new, if slightly creepy development will let you know if a user has seen your ad on viewed your location on Google maps, then come to your shop. This will work by using the user’s phone location history, and will give you a much better idea of how well your ads are doing in bringing people through your doors.

So all in all, some very big Google AdWords changes are coming very soon. Which change are you looking forward to the most? Let us know in the comments!