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Google’s New Extended Adverts

What’s changed with the all-new Google Extended Advert?

This is how the new extended ad creator looks in AdWords:

Screen Shot 2016 07 29 at 10.26.01

The Heading 1 and Heading 2 have both been extended to 30 characters in length. In the final display in a Google search result they’re linked with a dash.

The Path (formerly Display URL) is now a bit more regimented. The old version has been updated with a format where the website’s domain is automatically inserted in the ad, and two new fields after it, separated by a forward slash and limited to 15 characters each, allow the ad creator to write an enticing URL extension.

The Description text, an extra field below the Path, allows you to insert up 80 characters of rich marketing copy promoting the important points of your web page.

The ability to select whether or not to give preference for your ad to be displayed on mobile has disappeared. Instead (as you can see in the example above) AdWords offers a view of how your new advert will display on both desktop and mobile. We imagine this will lead AdWords users to start splitting adverts for different devices at ad group level, using the mobile bid adjustment to push ads to the necessary platform.

Here at Digital House we’ve already began re-writing customers’ old text ads to fit with the new template. To give you an idea about how one of the new extended adverts looks in Google, here is an example of one of ours, below:

 Screen Shot example of extended text advert in AdWords

Extended Text Adverts: Before and After

Screen Shot Before and After AdWords Advert

Aesthetically speaking, the new layout is much better, based simply on its balance. Look at the old text advert under the ‘Before’ heading. The combined Title and Description Line 1 stick out way over to the right of the text while the Description Line 2 is shunted into the middle, small and ugly.

The layout of the new extended adverts is longer and more uniform. Even taking away the fact the new extended advert in our example has a location ad extension, call extension and more prominent site links extension – it still fills up each line of text to the end more satisfyingly than the older, squat looking text advert.

According to Google’s press release, one of the major reasons they’ve introduced the extended text adverts is to make them more suitable for mobile browsing. Their reasoning is that your customers will be able to read more of your advert before deciding whether to click through or not. The following statement comes directly from Google’s official blog:

“Every year, there are trillions of searches on Google and over half of those searches happen on mobile…Across the millions of websites using Google Analytics today, we're seeing more than half of all web traffic now coming from smartphones and tablets…Optimized for screen sizes of the most popular smartphones, new expanded text ads in AdWords provide more ad space so you can showcase more information about your products and services before the click.”

Expanded text ads offer nearly 50% more ad content for you to highlight your products and services before people click into your website.

In addition to Google’s official position, here at Digital House we have the feeling that there is an ulterior motive behind their decision to expand the ad copy.

This is supported by recent changes Google has made in AdWords, in which they removed ads from the right of the page, and changed the colour of the Ad logo from orange to green.

The implication, we believe, is a subtle attempt by Google to make the advert section as close as possible to the organic section of the Search Engine Results Page (SERP).

This in turn makes AdWords all the more necessary for businesses competing for that vital piece of real estate at the top of the SERP (thus making more money for Google). If you’ve got a really good organic listing, and for that reason you’re not using any form of Paid advertising, you might begin to see a gradual decline in traffic to your website.

If this is something you’d like to discuss with an AdWords Account Manager, please feel free to contact one of the Digital Marketing experts on the team. Also, remember our next free ‘Digital Insights’ workshop is running on the 10th August 2016 – make sure you’re signed up and up to speed with all the latest developments in the world of online marketing!

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