Google’s Extended Text Ads Explained

With Google AdWord’s new extended text ads, you now have more room for your ad on the SERP’s. Recently, the headline went from one 25 character line, to two 30 character lines, and the description went from two 35 character lines, to one consolidated 80 character line. With much more space available for headlines and descriptions, the way ads are written is changing. The new ad type provides longer, more controllable messaging within ads. More text means greater visibility, and this new update makes the top two spots on Google, prime real estate.

Advertisers are now able to attach up to two paths to the domain name, and customize the domain path as well. The domain is now automatically extracted from your final URL in order to ensure accuracy and avoid having your ad be disapproved. The fields added to the URL after the website’s name, are to assist users with a better understanding of where they’ll be taken when they click the ad.

So Why Did Google Make This Change?

Extended text ads is the biggest change that Google has made to AdWords since it was launched. Google decided to extend their text ads because they wondered what an AdWords ad would look like if it was created on a mobile device. More than half of the trillions of Google searches per year are conducted on a mobile device. Google wanted to create a more unified experience across all devices, so they removed the right-hand side ads from the desktop SERP.

Key Points to Remember

  • There are now two headline fields instead of one
  • The two description lines have been merged into one field
  • The domain of your display URL is now based on your final URL domain
  • Text ads are now better optimized for mobile devices

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