Are you ready for AdWords expanded text ads?

If you use AdWords, you may be aware that there’s some fairly big changes to how much text you can include in your AdWords copy – expanded text ads are here!

What are expanded text ads?

It’s exactly as they sound, the amount of space for your AdWords copy has been increased. The new text ads have:

  • Two headlines (previously there was only one). Each headline is 30 characters and will be separated by a dash.
  • One longer description – now up to 80 characters. Previously there were two description fields of 35 characters each.
  • The option to add URL paths to the display URL. These appear as follows: yoururl.com/pathone/pathtwo

It might not sound much, but this is quite a significant change for AdWords. Expanded text ads are available now, and from January 31st 2017 you’ll only be able to use expanded text ads.

When to update your ads

You can update your ads anytime between now and January 31st, however if your competitors have already updated their ad text you could be losing clicks if their ad copy is more compelling. With this in mind, it’s a good idea to review and update your copy as soon as possible.

3 tips for updating your ad copy

Here’s three things to keep in mind when writing expanded text ads…

  1. You don’t need to use all the characters, some tests have found that short headlines still perform better.
  2. As with any copy change, you’ll need to experiment to find out what provides the best results.
  3. Don’t forget to update your ad extensions as well, especially if you have moved some of the copy from your callouts into your main ad copy.

Using Google AdWords as part of an integrated marketing strategy is the key to successful campaigns

Using AdWords on their own will probably get more visitors to your website if done properly, but using AdWords as part of an integrated marketing strategy will really help boost your website traffic and grow your business. Contact us today to learn more about integrating your AdWords into a successful marketing strategy.

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Matt Park

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Matt got his first digital role around 12 years ago and hasn’t looked back since. He is a huge asset to Cognique and our clients. From creating eye-catching campaigns to analysing their performance, Matt’s work is vital to creating winning marketing strategies.

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