Guide to to Google expanded text ads

Guide to to Google expanded text ads
Expanded text ads are the next generation of text ads, with both users and advertisers in mind. Designed for optimal performance on mobile devices so you can reach potential customers when they’re on the go.

You will need to convert  your Standard text ads as they will no longer be accepted as of October 26.

Google is urging advertisers to get started with expanded text ads and now it appears we don’t have a choice. As part of major updates and enhancements taking place, earlier this year, Google removed right-hand side ads to improve the search experience and make it consistent across mobile, desktop, and tablet. This helped pave the way for the biggest update to Google’s ad creative since they introduced AdWords more than 15 years ago! Expanded text ads are optimized for the screen sizes of the most popular smartphones and feature two headlines, each with 30 characters, and one long 80-character description line. That’s nearly 50% more ad text for you to highlight your products and services. Expanded text ads have removed the display URL and now use the domain URL from your final URL and give you the option to add keywords in two new optional “path” fields. It is important to transition your ads as quickly as possible because you may have the opportunity for your ads to showcase 50% more text than competitors that haven’t made the switch. Google has provided an Official Guide To Optimizing Expanded Text Ads for those of you that manage your paid ads internally.

Benefit of Expanded Text Ads

According to Google, starting on October 26th, 2016, you’ll no longer be able to create or edit standard text ads. This means you’ll only be able to create and edit text ads using the expanded text ads format after this date. Existing standard text ads will continue to serve alongside expanded text ads. Keeping the old format will mean losing 50% extra advertising space and potentially huge losses to competitors using the format. Research shows longer ad headlines are more useful to mobile users because they provide additional information about your business before they click your ad. Guitar Center, one of the earliest advertisers who have started using expanded text ads claims:
“Working closely with our agency Adlucent, Guitar Center was one of the first to adopt expanded text ads. With the additional ad space, we’re now able to highlight our promotions and sales while preserving our core brand message — like we did for the 4th of July. Our non-brand campaigns alone have seen more than a 2x increase in CTR.” — Robert Spears, Digital Marketing Director at Guitar Center
  Whether converting text ads or auditing your campaign, Vision Web’s team of Certified Adwords Technicians are up to date with all of Google’s latest advances and are happy to evaluate your Adwords account for FREE. Please Contact Us today!


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