What is changing?
The announcement indicates significant changes to the AdWords platform. Ads will be able to make use of two 30-character headlines, as well as an 80-character description. This is a considerable addition to the current allowance of one 25-character headline and two 35-character descriptions. In total, AdWords users will have an additional 45 characters for their pay-per-click ads.
The relevant display URL will also be seeing some changes. Whilst users currently have to manually enter it and risk a mismatch between URLs, the domain will now be automatically extracted from the final URL.
Why is it changing?
These changes follow on from AdWords amendments that were brought in earlier this year. Google took the decision to stop displaying ads in the right-hand rail of the search engine results page (SERP), removing the need for the character restrictions that were in place. The move was part of measures to improve search experience and make results appear more consistently on devices, but it has also opened up new possibilities for the future development of AdWords.
How will it affect you?
The new AdWords format is currently in the Beta phase and is being tested by Google ahead of a full roll out. Early results are looking promising – reports are indicating that ads with expanded text are seeing click-through rates rise by 20%.
These additions have the potential to change the face of AdWords advertising. As an AdWords-certified agency, they give us the opportunity to work more creatively. We will have the freedom to write engaging, targeted copy for your potential customers and maximise your brand’s presence on SERPs.
If you would like to find out more about AdWords and how it can help you, speak to the team at Freetimers and we will be more than happy to offer our professional advice.