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How Can I Take Advantage of the Extended Characters in AdWords Text Ads?

As you may have heard Google has recently rolled out the update to AdWords including a new character limit. This update changes the way text ad display content changing from the old 25-35-25 character count to the new updated 30-30-80 count. The new character count consists of two headlines with 30 characters for text and one description line with up to 80 characters.

So what can we do to make the most out of this new update?

The Headlines

The new headline gives us much more space to work with and it’s much more eye-catching especially on mobile devices. The headline is the first thing people will see and will be what drives clicks to your ad. You should still include your main keywords but you can now also include sales offers or call to actions right in the headline. In the past, this eye-catching information had to be put in the description to save characters in the headline.

Rethink your Ad Creative

With the added text space it may be tempting to just slap in some additional text in the description and add up another headline but that won’t help you. Google’s best practice guide suggests rethinking your entire ad creative. Building a connection with someone through a few characters can be difficult and these additional characters allow you to provide potential consumers with more insight into your business. So consider how you want your ads to affect people as a whole and then go from there.

A/B Testing

With these new changes, Google suggests spending some time doing A/B testing. In fact, Google has added a 3 month time period made just for that. On October 26, 2016, the standard 25-35-35 character ads will no longer be available.  It is Google’s hope that advertisers will use this time to A/B test expanded test ads. This will allow advertisers to optimize new ads to be just as effective as standard ads.

Remember Policies haven’t changed

When it comes to reworking your ads with the extra characters it is important to remember that AdWords policies haven’t changed. While you have more space in the headlines, the headline policies are still the same. Google will continue to only allow promotions that are clear, professional in appearance, and that lead users to content that is relevant, useful, and easy to interact with.

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