Google Expanded Textual content Advertisements: 10 Issues You Want To Know

Expanded Textual content Advertisements are coming to Google AdWords. Are you excited? However extra importantly, are you prepared?

Expanded Textual content Advertisements have been one in every of a number of large AdWords adjustments Google introduced Tuesday – if not the largest. I nonetheless can’t imagine that Google will quickly truly improve its advert textual content limits by 2x!

So what precisely is altering? Listed below are 10 issues advertisers have to learn about Expanded Textual content Advertisements.

[March 2021 update] ETAs are changed by RSAs because the default advert kind.

[August 2021 update]: Google is sunsetting ETAs. Be taught seven issues to do along with your ETAs and RSAs earlier than then!

1. What Are Expanded Textual content Advertisements?

Expanded Textual content Advertisements are 2x larger than present textual content advertisements. The brand new advertisements are designed to maximise your presence and efficiency on cellular search outcomes with an even bigger headline and an additional lengthy description. (And with a mobile-first mindset, no matter works on cellular goes to get utilized to desktop too.)

Expanded Textual content advertisements will present throughout all gadgets – desktop and cellular – and can wrap mechanically primarily based on system measurement.

Google started testing Expanded Textual content advertisements in Q2 of 2016.

💥 ETAs are not! 💥 Obtain our free information to responsive search advertisements: 10 Methods to Get the Click on RSA greatest practices cheat sheet

RSA copywriting template

10 methods to enhance your click-through charge (with examples!)

2. Why Is Google Making This Change?

Google is looking this the largest change to textual content advertisements since AdWords launched 15 years in the past.

A number of months in the past, Google started fascinated with what an AdWords advert would appear like in the event that they created AdWords in at this time’s mobile-first world, the place greater than half of the trillions of searches performed on Google per yr are carried out through a cellular system.

Google’s first transfer towards making a unified expertise throughout gadgets got here in February after they killed off proper facet advertisements on desktop. Now with the constraints of desktop right-side advertisements gone, this modification looks as if a pure development from the super-sized headlines launched in 2011.

3. How A lot Larger Are These Expanded Advertisements?

Expanded textual content advertisements are 2x larger (math nerd alert: technically 47 p.c larger) from at this time’s AdWords textual content advertisements.

You now have a complete of 140 characters of advert copy house to make use of, marking the tip of the present 25-35-35 limits. No remark from Twitter as but about their ideas on Google adopting a 140-character restrict. Right here’s a bit of extra data on the adjustments from the Google Advertisements weblog:

So make all these additional characters depend. Create eye-catching and emotional advertisements that searchers can’t resist clicking on.

4. What Do The New Expanded Textual content Advertisements Look Like?

Right here’s a earlier than and after of what the advertisements will appear like on cellular and desktop:

And right here’s what Expanded Textual content Advertisements will appear like within the AdWords interface:

5. How A lot Are Headlines Increasing?

Advertisers could have two 30-character headlines when Expanded Textual content Advertisements turn out to be accessible later this yr.

Advertisers presently are restricted to a 25-character headline.

That’s means our headlines will quickly improve by 140 p.c!

6. How A lot Will Descriptions Broaden?

Advertisers could have one 80-character description line.

Advertisers presently are restricted to 2 35-character description strains.

Which means descriptions will improve by 14 p.c.

7. What’s Altering With Show URLs?

As is the case with Responsive Search Advertisements, Google Advertisements will mechanically extract the area from the ultimate URL.

Advertisers can then add as much as two paths to boost the show URL (utilizing as much as 15 characters).

8. Will This Enhance CTR?

Sure! Extra textual content means better visibility. Early reviews point out that Expanded Textual content Advertisements are seeing CTR improve by as a lot as 20 p.c.

At WordStream, we’ve noticed CTR improve by round 12 p.c by including advert or name extensions to cellular textual content advertisements – so we anticipate rising the character counts of headlines and outline ought to lead to extra clicks.

Regardless, you possibly can guess we’ll be carefully monitoring the efficiency of this new advert format because it turns into extra extensively accessible.

9. When Will The New Advertisements Roll Out? (UPDATED)

On the time of publishing this publish, Google had not formally revealed when all advertisers could have entry to Expanded Textual content Advertisements.

As of now, Expanded Textual content Advertisements can be found to all advertisers. Google has introduced that it’ll part out the previous, normal advert format on January 31, 2017. You should transition all advertisements to the ETA format by that date.

10. What Ought to You Do To Put together for Expanded Textual content Advertisements?

Elevate your High quality Scores now! High quality Rating is already a very powerful metric in your AdWords account, nevertheless it’s about to turn out to be much more essential.

Companies that occupy the highest spots will take up probably the most precious SERP actual property – particularly for business queries. It may make something under place 2 or 3 on cellular gadgets irrelevant!

Right here is a few useful studying on High quality Rating: Hacking AdWords: Profitable at AdWords the Bizarre Means.

Moreover, you’ve bought plenty of advert textual content optimization forward of you. You’ll want to ensure your textual content advertisements are all rewritten to reap the benefits of this new format. Google is supplying you with 2x more room with Expanded Textual content Advertisements – so be prepared to make use of it to your benefit!