Adwords Expanded Text Ads: Before & After

Adwords expanded text ads for 2017.

8 Before & After Steps to a Smooth Transition for Health and Wellness Clinics

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 Cosmetic Surgery and Healthy & Wellness centers convert to the new expanded text ad format.

50% more space to reach new clients with Expanded Text Ads

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. What would Google want to know about what you offer and why you are unique?

CTRs improved by 28% = Improved Client Inquiry to Appointment Ratio

You now have 50% more space to tell your story to Google. Clear and concise messaging with direct calls-to-action in 80 characters or less is already proving to drive higher quality traffic at a lower cost-per-click.

Adwords expanded text ad example.

 

How the “After” impacts your Google Adwords performance

Editing an Existing ad or ‘Copy and Edit’

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

Keyword Insertion

Keyword Insertion functions the same and allows a clinic to dynamically update ad text to include keywords from the search query to be inserted into the ad.

2 headline fields instead of just 1

Headline 1 and 2 are 30 characters each separated by a dash and both are at the top of your ad depending on how many characters you use. These two fields are crucial in the after ad creation step. Depending on the user’s device or browser, headline 2 may stay on the top line or may wrap to the line below or may truncate.

The description line is now one large field in the ‘after’.

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

Under Review

All new ads or edited ads go through a review process and are not immediately displayed. 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.

 

Adwords Expanded Text Ad image for a before and after view.

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 28% or higher so the sooner that you convert your old formatted ads to the new Extended Text Ads, the better. Higher CTRs and lower CPCs will increase your Quality Scores so it’s imperative that these changes are made immediately.

To learn more about how the “after” can impact your clinic, call us for a free 1 hour phone or in-person consultation in Austin.

1 Hour Free Consultation >> 512-701-2818

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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