Google Ads Expanded text ads are even more expanded! A third headline and an extra description line – the expanded text ads now allow even more text to show off your product or service. When Google released expanded text ads in 2016 they created 50% more room for ad copy and this resulted in an average CTR (click-through-rates- rise of 20%. This format was tested and resulted in 15% more clicks in comparison to the previous expanded text ads format. However, because the ads will take up more space, getting a top position is even more important.
Expanded text ads – what changed exactly?
As you can see they’ve added a third headline and a second description line, with a maximum of 90 characters instead of 80.
This doesn’t mean that your current/old ads that don’t use this new format are removed or blocked. At least, they don’t have any plans to do so in the foreseeable future yet.
Why did they expand the text ads even more?
Since the way we use our devices changes and the devices itself grow size Google realized that more characters were needed to keep up with these changes.
How to implement the new format?
Currently Adwords/Ads Editor is not yet updated to implement the new expanded text ad format. This can only be done through the regular Google ads platform. I expect that a new update will come shortly, but for now this is not ideal.
If you already want to implement the new format my advice would be, don’t throw away your old ads. Test the new format alongside your previous versions. Whenever the new formats proves to be better, implement this in your whole account.
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