8 Hot Tips on Google Adwords Expanded Text Ads

8 Tips to Expanded Text Ads in Adwords.

Google Adwords released their Expanded Text Ads feature this summer and is now forcing existing advertisers to convert to the new format before the end of January, 2017. The last 15 years of best practices in ad text creation are now being put to the test as ad agencies and advertisers convert to the new expanded text ad format.

The rules are similar, the playing field is different.

The same holds true in SEM as it does in SEO. Talk to Google and think of Google as a person.

You now have 50% more space to tell your story to Google so don’t put them to sleep and plummet your Quality Score because ‘direct speak’ wins all.

Here are 8 things you need to know to ensure that you have a smooth transition to Adwords Expanded Text Ads.

Editing an Existing ad or ‘Copy and Edit’

If you attempt to edit an existing ad in the old format it will automatically put you into the new formatting fields with the Headline 1 and Description prepopulated with your existing ad text content.

There are now 2 headline fields instead of just 1

Headline 1 and 2 are 30 characters each separated by a dash and both at the top of your ad depending on how many characters you use. Depending on the device or browser, headline 2 may stay on the top line also, may wrap to the line below or truncate.

Google's deadline for Expanded Text Ads is January 2017.

The description line is now one large field.

The description section allows for 80 characters and will wrap to the second line depending on how many characters you enter into this field.

Keyword Insertion

Keyword Insertion functions the same. Use {KeyWord:} to tailor your ad’s titles and content to the search query.

Under Review

All new ads or edited ads go through a review process and are not immediately displayed. Our experience is that most ads are enabled and running live within 30 minutes. For this reason, do not immediately pause old ads. Wait until the new ads are live.

All ads are automatically mobile-optimized

Mobile AND Desktop ads no longer exist. You now create one ad and can toggle back and forth to see how your ad will look on mobile and desktop devices.

Update your ad extensions

Now that you have 50% more space to tell your story, make sure that you don’t have redundant content in your ad extensions and that they align with your ad text’s message.

Deadline

The deadline to convert all of your current mobile and desktop ads into the new format is January 31st, 2017.

We are seeing an increase in CTRs of 30% or higher so the sooner that you convert your old formatted ads to the new Extended Ads the better. Higher CTRs and lower CPCs will increase your Quality Scores so it’s imperative that these changes are made immediately.

Did this article help or do you have additional questions about updating your Adwords with Expanded Text Ads? Let us know in the comments or reach out to us directly.

by Todd Nevins

Todd is a digital media executive who’s founded 3 successful startups in marketing, technology & career development. Published writer/industry expert who has been quoted in Forbes, Computer World, Inc., All Analytics, datanami, Plotting Success and the Dallas Business Journal. Interviewed top business leaders for a weekly ‘Exclusive Chat Series’ exploring career paths and industry trends.

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