If you have been using Google AdWords to promote your site or attract more customers, the tech giant has excellent news for you. Just recently, Google announced that it will increase AdWords’ ad text limits to twice its current size. With the Expanded Text Ads, you can now add more words to your PPC ads. Here are some crucial data and information you should know about Google’s latest move.
What are Expanded Text Ads?
As the name implies, the Expanded Text Ads are two times bigger than current text ads. This, according to Google, allows advertisers to maximise their presence and performance. It also features a bigger headline and an extra long description to better cater to the needs of mobile users.
According to the tech giant, it is their biggest change to text ads since they launched AdWords 15 years ago. They began testing the Expanded Text Ads during the second quarter of 2016. However, Google has yet to announce when the Expanded Text Ads will go live.
How big exactly are they?
With the new Expanded Text Ads, advertisers have a total of 140 characters of ad copy space to use. Before, advertisers are used to following the 25-35-35 character limit. When they go into effect, brands and businesses will now have a 30-character text line and a consolidated 80-character description line. Also, domain will be automatically extracted from the final URL to ensure accuracy. Before, you have to manually enter your URL.
How can it affect click through rate or CTR?
Experts believe that the Expanded Text Ads will significantly improve CTR. After all, more text often results in greater visibility. According to reports, the Expanded Text Ads can increase CTR by as much as 20%. When tested with their PPC campaign, Larry Kim of WordStream.com said they saw their CTR increase by about 12%. He said with the extra characters on the headlines and description, ads are more likely to generate more clicks.
How do you prepare for the Expanded Text Ads?
To make the most of the Expanded Text Ads, Kim is encouraging businesses and marketers to improve their quality scores. He believes that the quality score will even be more important when Google rolls out its latest AdWords update.
Also, he recommends optimising existing ad texts. According to Kim, businesses have to make sure that their ad texts are all rewritten accordingly so they will be able to take advantage of the new AdWords format.
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