AdWords update: expanded text ads. How to use it in the best way?

  • December 20, 2016
  • Polimentor
  • Advanced SEO Techniques
1 Star2 Stars3 Stars4 Stars5 Stars (2 votes, average: 5.00 out of 5)
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Great news from annual Google Performance Summit! AdWords is being enhanced by expanded text ads. It’s a whole new level in ads world!
What this means is that the new ads have 30-character headlines and one 80-character description line. Two 15-character path fields that can be personalized are included in these ads. The user will find these path fields attached to their Display URLs. The difference between existing ads and the upgraded ones consists of 45 new characters in text and a new URL path field.
If you don’t work with PPC, 35 characters in a headline and 10 characters of description text may mean not much, but for people inside this business those 45 characters are door to a whole new world. If you have more characters available, you can produce a better message. This way you’ve got more possibilities to tell to potential customers why your product/service is the best. It’s another headline for clicks. It’s excellent news.
The thing that smoothed the path to expanded text ads was eliminating ads from the right-hand rail of results. There weren’t strict character limits anymore for ads to fit in that right rail. First of all, it was rebuilt for mobiles. Expanded text ads are created to look great on the most known mobile devices.

google-adwords-redwhite-1920
As preliminary test results show, it should be a very successful update. There have been observed an increase in click-through rates of up to 20 percent compared to old text ads.
For us, it is still unknown how the performance of this update will turn out to be. The process of learning about expanded text ads is still ongoing in our systems. Results as CTR or percent served will constantly be changing. But better than prematurely judge these metrics, we can start using these new ads and making the most of it.
From now on it is possible to write about important things with to headlines. How does it change your advertising? How can you use it in the best way you can?

 

1. Headlines are paramount
No matter how substantial your content is, the reader won’t get to grasp the essence unless their eye is caught by an intriguing headline. You should make the most of the clickable space on your ads. Now that the headline characters are more than double, you have more opportunities to capture the most important things about your campaign. A good or not so good performance of your ads is directly determined by the quality and constitution of your headlines.

 

1

 

2. Outside the box creative strategies
You have unlimited possibilities with an additional headline. You should use this update to rethink all your creative strategies, not just add a new headline to already existing ads. You’ve got a chance to create a whole new and fascinating vision for presenting your ads.

2

 

3. Capture the needs and benefits of your users
It’s essential to think about your users. Analyze their possible reasons to click your ads.
We have evidence from our statistics that the most clicked ads are the ones that focus on people’s needs. “Write us right now” can help in some situations, but more precise actions centered on user’s needs work better. It’s not so efficient to always use urgency and call people to respond to urgency, if there doesn’t exist a real reason for that. People don’t like to be fouled. They like you to be reliable.
It is not sufficient to have a clear call to action. People have to believe that your product/service is making their lives better.

3

 

4. Choose the largest and most perceptive target groups for testing carefully
The more unique your ad structure is, the higher the possibilities are to reach your target audience in a more efficient way. Also keep in mind that you should direct your efforts to areas that count most. Select the domains of your account that are the most valuable.
The support in AdWords Editor is being created right now to help adapt your efforts. You should test ads on non-brand campaigns because ads on brand terms are known to do well.

 

5. Modify the framework of your ad rotation
The ad you choose to show is likely to have a significant effect on the level of your competitiveness in the auction. Expanded text ads will function based on you ad rotation settings, according to the beta.
Try using the optimizing for clicks and for conversion functions, don’t let your old standard text ads from your account (if you have them) ruin your performance by rotating uniformly. If you start using the optimizing for clicks, in the case that one of your new expanded texts outruns its ancient copy, it will serve more recurrently.

 

6. Don’t quit using ad extensions
Extensions have to remain very important, even if now your ads have more space. You should consider using any ad extensions that may seem relevant and efficient for your campaign. If you are not very sure, try at least for, in the beginning. This way the system will have some choices when building your section. Your business can benefit from extensions because these things add a user-friendly character to your text ads. This way, you gain more clicks.

new-adwords-tools-example-callout-extensions-adwords

As advice, I recommend you to check twice that your ad extensions aren’t the same as some things from the new headlines you add to your account. You don’t need extensions that say again what you already said in your headline.

 

7. Adapt your budget
With the new ads, you are very close to driving more clicks. If your budget remains the same, you should probably change something. For example, you can adjust your budgets from less important campaigns to your most expensive campaigns. If you still didn’t do it, now it’s the right time.
Another idea might be lowering your bids, but it’s a whole new topic to talk about.
In conclusion, this AdWords update is paramount. The users can read now more significant and essential messages from your text ads, and if you use it correctly, this is going to make your online business thrive.

  • Polimentor
 


About us and this blog

We are a full service agency that deliver compelling digital marketing solution. Our winning solutions and experience helps to deliver great results across several key areas.

Request a free quote

We offers professional SEO services that help websites increase organic search drastically and compete for 1st page rankings of highly competitive keywords.

 
 
 
 

AdWords update: expanded text ads. How to use it in the best way?

  • December 20, 2016
  • Polimentor
  • Advanced SEO Techniques
1 Star2 Stars3 Stars4 Stars5 Stars (2 votes, average: 5.00 out of 5)
Loading...

Great news from annual Google Performance Summit! AdWords is being enhanced by expanded text ads. It’s a whole new level in ads world!
What this means is that the new ads have 30-character headlines and one 80-character description line. Two 15-character path fields that can be personalized are included in these ads. The user will find these path fields attached to their Display URLs. The difference between existing ads and the upgraded ones consists of 45 new characters in text and a new URL path field.
If you don’t work with PPC, 35 characters in a headline and 10 characters of description text may mean not much, but for people inside this business those 45 characters are door to a whole new world. If you have more characters available, you can produce a better message. This way you’ve got more possibilities to tell to potential customers why your product/service is the best. It’s another headline for clicks. It’s excellent news.
The thing that smoothed the path to expanded text ads was eliminating ads from the right-hand rail of results. There weren’t strict character limits anymore for ads to fit in that right rail. First of all, it was rebuilt for mobiles. Expanded text ads are created to look great on the most known mobile devices.

google-adwords-redwhite-1920
As preliminary test results show, it should be a very successful update. There have been observed an increase in click-through rates of up to 20 percent compared to old text ads.
For us, it is still unknown how the performance of this update will turn out to be. The process of learning about expanded text ads is still ongoing in our systems. Results as CTR or percent served will constantly be changing. But better than prematurely judge these metrics, we can start using these new ads and making the most of it.
From now on it is possible to write about important things with to headlines. How does it change your advertising? How can you use it in the best way you can?

 

1. Headlines are paramount
No matter how substantial your content is, the reader won’t get to grasp the essence unless their eye is caught by an intriguing headline. You should make the most of the clickable space on your ads. Now that the headline characters are more than double, you have more opportunities to capture the most important things about your campaign. A good or not so good performance of your ads is directly determined by the quality and constitution of your headlines.

 

1

 

2. Outside the box creative strategies
You have unlimited possibilities with an additional headline. You should use this update to rethink all your creative strategies, not just add a new headline to already existing ads. You’ve got a chance to create a whole new and fascinating vision for presenting your ads.

2

 

3. Capture the needs and benefits of your users
It’s essential to think about your users. Analyze their possible reasons to click your ads.
We have evidence from our statistics that the most clicked ads are the ones that focus on people’s needs. “Write us right now” can help in some situations, but more precise actions centered on user’s needs work better. It’s not so efficient to always use urgency and call people to respond to urgency, if there doesn’t exist a real reason for that. People don’t like to be fouled. They like you to be reliable.
It is not sufficient to have a clear call to action. People have to believe that your product/service is making their lives better.

3

 

4. Choose the largest and most perceptive target groups for testing carefully
The more unique your ad structure is, the higher the possibilities are to reach your target audience in a more efficient way. Also keep in mind that you should direct your efforts to areas that count most. Select the domains of your account that are the most valuable.
The support in AdWords Editor is being created right now to help adapt your efforts. You should test ads on non-brand campaigns because ads on brand terms are known to do well.

 

5. Modify the framework of your ad rotation
The ad you choose to show is likely to have a significant effect on the level of your competitiveness in the auction. Expanded text ads will function based on you ad rotation settings, according to the beta.
Try using the optimizing for clicks and for conversion functions, don’t let your old standard text ads from your account (if you have them) ruin your performance by rotating uniformly. If you start using the optimizing for clicks, in the case that one of your new expanded texts outruns its ancient copy, it will serve more recurrently.

 

6. Don’t quit using ad extensions
Extensions have to remain very important, even if now your ads have more space. You should consider using any ad extensions that may seem relevant and efficient for your campaign. If you are not very sure, try at least for, in the beginning. This way the system will have some choices when building your section. Your business can benefit from extensions because these things add a user-friendly character to your text ads. This way, you gain more clicks.

new-adwords-tools-example-callout-extensions-adwords

As advice, I recommend you to check twice that your ad extensions aren’t the same as some things from the new headlines you add to your account. You don’t need extensions that say again what you already said in your headline.

 

7. Adapt your budget
With the new ads, you are very close to driving more clicks. If your budget remains the same, you should probably change something. For example, you can adjust your budgets from less important campaigns to your most expensive campaigns. If you still didn’t do it, now it’s the right time.
Another idea might be lowering your bids, but it’s a whole new topic to talk about.
In conclusion, this AdWords update is paramount. The users can read now more significant and essential messages from your text ads, and if you use it correctly, this is going to make your online business thrive.

  • Polimentor
 


About us and this blog

We are a full service agency that deliver compelling digital marketing solution. Our winning solutions and experience helps to deliver great results across several key areas.

Request a free quote

We offers professional SEO services that help websites increase organic search drastically and compete for 1st page rankings of highly competitive keywords.

 
 
 
 

Start increasing your profits with us today!   
 
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