After removing the right hand side ads, Google surprised everyone with its revelation on expansion of Adwords text ads that can be displayed across devices in any ad position. But, what’s next?
Something that has remained constant over the past 15 years in Adwords is the character rule “25-35-35”. Marketers and advertisers have become pretty used to it. It was in May when Google announced that this old way will be a thing of past, because the old rule is all set to change to suit the multi-screen world we live in.
On July 26, Google rolled out new character limits which drastically changed the way text ads display content. The new character limit is 30-30-80, which signifies that now there is much scope for the advertisers to promote their content, the better way. The ad will include two headlines of up to 30 characters of text and one description of 80 characters.
According to a recent report, some advertisers have reported a quick increase in click-through-rates of up to 20 percent, compared to that of the current text ads. Google is expecting advertisers to test the new expanded text ads for a few months, allowing them to optimize the new ads to be just effective like the standard ads. Gradually, the standard ads will lose its presence.
What to do when you already have 45 characters? You should add more content, strategically. You need to work hard on how yo utilize that extra space.
Here are a few tips for you:
Focus on the headline:
Headline plays a crucial role in attracting visitors. Keep the content simple, but catchy. Headlines provide opportunity to improve click-through-rate. When thinking about creating a appealing headline, consider the following ideas:
- Include the main keyword in the headline and also the sale offer
- Include your call to action message in the headline
- Answer your target market’s question, the smarter way
Some Things Will Never Change
You should look at your ads from a holistic point of view to get better results. Do consider the following approach.
- It’s important to review your ads with everything essential in your mind, including ad extensions like reviews, callouts, structured snippets, calls and more to craft the ad.
- There are available Google truncated headlines in the test ad format, ensure you test via the ad preview before you publish. It’s better if you could keep the combined characters across both the headlines.
- Don’t forget to include the keywords. Maintain the keyword theme within your headline to get more visitors.
- While you have got more space in the headlines, the headline policy has not changed.
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