Things to Consider For When Expanded Text Ads Roll Out

Chuck Forbes - August 18, 2016

As of October 26th, 2016 Google AdWords will officially move to expanded text ads only. While both the standard text ads and expanded text ads are currently available for advertisers to use in the platform, it would be a good idea to begin migrating over and using expanded text ads exclusively. Here is what you can look forward to with the roll out of expanded text ads and also some metrics to consider once they are live.

More Space

Expanded text ads will now allow advertisers to take advantage of two 30-character headlines and one 80-character description. Previously you were allowed a 25-character headline and 70 characters for a description. With Google always focused on an improved mobile experience, this extra space will mean more visibility to your audience. Keep an eye on your click-through rate (CTR) as you begin using expanded text ads – this extra space could lead to a nice spike.

URL Customization

Standard text ads allowed you to enter a display URL. With expanded text ads you will now have a URL set-up from your landing page and the path fields you enter. For example your landing page URL could be: morevisibility.com/blog – however the path fields you select could calculate the URL showcased on your ad to be: morevisibility.com/newsletter/august. Combining a custom-targeted URL and more real estate to have text can have a positive effect on conversion rate. Use these tools to list more selling propositions, language that resonates with your audience and your best-performing ad copy from other campaigns.

Remember, expanded text ads will show on mobile and desktop, even though the new ads are designed to increase your performance on mobile devices by providing more information at your fingertips. To find out how you can add expanded text ads to your AdWords campaigns, contact MoreVisibility today.