Google To Expand Text Ads for Increased Optimisation

• 24th May 2016
• Leanne Hyland

Internet giant Google are soon to introduce expanded text ads across all Google Adwords accounts, a change which many industry experts are calling the biggest shake up to paid search in the last 15 years.

The new format will allow two 30 character headlines, a description line comprising 80 characters and an automatically extracted domain URL with customisable pathway, an increase in size of almost 50% from the current display.

A long time in the making, this expansion follows Google’s decision to cut right-sided PPC ads earlier this year – allowing significantly more space for text in a bid to make all device layouts uniform and optimised for mobile devices.

Ad content will now wrap automatically to fit any device and advertisers are being encouraged to rewrite content in order to take advantage of the new interface, with click rates expected to increase by as much as 20%.

Google’s Senior Vice President, Ads and Commerce, Sridhar Ramaswamy, wrote on his blog: “These upgrades help your ads work harder across screens, especially for the on-the-go mobile consumer that wants to know exactly what you offer before tapping into your website.’’