The transformation buzzing through pay-per-click advertising is nearing its completion. Google AdWords is now Google Ads. Though the name change and new look to Google’s PPC service are eye catching on their own, the real news for advertisers is the new host of features and options offered in the service’s fresh incarnation. Namely, Google Ads is expanding headlines, descriptions, and character limits for its text ads. This is not the first time that Google has allowed for larger text ads. In the past, longer headlines and descriptions have led to increased ad success. It looks like Google is doubling down on this strategy once again. But what does this mean for advertisers? And what are the new options for them to use? This week on the blog, we’ll break it down.
Let’s have a look.
Enlarge Existing Ads or Create New Ones
One of the exciting implications of this new text limit applies to your already existing ads. If you have text ads already in use with Google Ads, you can now use the additional allowed space to get more descriptive, more specific, and hopefully more helpful to users who see your ads. To do this, navigate to your Google ads account. From there, view ads at whichever level you want them to apply (account, campaign, etc.), then click the blue “plus sign”. This will produce a drop down menu and allow you to edit or create text ads.
In this display, you’ll see the new format for Google Ads. Three headlines of 30 characters each are now allowed, up from two previously. Next, there are 2 description lines allowing for 90 characters each with which to hone your message. All told, you now have up to 270 characters to sell your product to users. That’s incredible! This newfound potential does come with a caveat, though. Google may not show both description lines every time that your ad shows. The company also retains the right to vary the order of extensions and descriptions. So your ads may have a lot more room to speak, but they might not always appear in the way you originally envisioned. Despite this stipulation, this is still great news. Having additional chances to hook a potential customer is never a bad thing.
Responsive Search Ads
Though still in Beta, Responsive Search Ads are another feature which Google seems to be planning to make permanent. More flexible in the new system than their standard counterparts, these ads really open up the possibilities for how large your ads can get.
To keep things simple, here are the basic steps to creating a new responsive search ad. You’ll begin by defining which ad group you want your new ad to appear in. Next, take a look at all the keywords in the ad group. These will help keep you on topic as you write new lines for your ads. After that, you’ll write two paths (15 characters each) for the display URL. This is the same as standard text ads. Then come the headlines! Up to 30 characters each, with a minimum of 5 characters to create an ad unit, you can create up to 15 headlines for one ad! (Google will cycle through these when creating the actual ad that displays in response to a search). Finally, write 90 character descriptions for your ad. You need at least two, but can create up to four if you wish.
Though Google isn’t specific about which pieces of this “ad unit” will show on a given search, you are able to “pin” certain information, such as your company name, so that it does always appear. Theoretically, this will allow Google to use machine learning to generate the best possible ad for you given a user’s search query. Whether or not this will function as intended is still under debate, but for the time being it could be an interesting tool to test out.
Responsive search ads, and enlarged text ads in general have the potential to be strong new assets for advertisers. By allowing further description and presentation of selling points, these ads can increase user interaction and be more helpful to potential customers. Though change can always be difficult to work with initially, its benefits can far outweigh its risks. Embrace and harness progress, and your business will be the stronger for it.