Google recently announced “expanded text ads” – essentially, doubling the size of AdWords text ads. Why? It’s the latest in a string of changes to the search results page that emphasises ads over non-paid search results, which include:
Here’s our guide to what you can – and should – be doing:
You now have more opportunity to match your headline to a search query – long proven as a way of maximising click-through and conversion.
And the second headline allows you to highlight a killer benefit or USP as a strong call to action
It also means no more ambiguity with the first line of the old description, which became the second headline, if you managed to get a full stop in at the end and the ad was running in the right place.
Instead of trying to force your features and benefits into two short, unnatural lines, you can now have a more narrative – and human – line of copy that gives a more compelling reason for a user to click on the advert
The Display URL is now automatically populated from the link you put in – no issues with the ad being disapproved due to a mismatch any more.
So you can use the two path options to give users a clear idea of where they’ll be landing on your page – and clearly show them what other products or services you offer, eg
example.com/garden-furniture/tables/ shows they’re going to a specific garden tables page, and that you probably sell other types of garden furniture too.
With AdWords ads now 140% larger than they used to be, and with more opportunity to communicate features, benefits and a strong call to action, Google’s expanded text ads are something to be used straight away.