“The headline is the most important element of an ad.”
A compelling headline can mean the difference between an ad with a high click through rate and one that barely gets any attention. This is why marketers tend to spend a disproportionate amount of time writing and rewriting the headline. Because they know how much of a difference it makes in terms of driving conversions.
AdWords is an excellent marketing platform to reach a targeted market through search but one of its biggest constraints is the character limit. Previously advertisers would need to create a headline for their ad that fit within 25 characters or less. The requirements make it rather challenging to create compelling ads that attracts clicks.
Now that sidebar ads are removed in the search results, ads are no longer restricted to the size of the columns. Google has been testing a new format for text ads that feature longer headlines and descriptions.
Here we look at the changes and the implications for your business.
Original Headline vs. Ad With Expanded Headline
This is what a typical ad looks like with character limits:
The headline in this ad has a 25 character limit.
Now here is another ad in a similar industry with an expanded headline:
Ads with expanded headlines are also being tested across all devices including smartphones.
The changes mean that advertisers will soon have much more room to work with when creating the headline of their ads. More room means you can highlight your unique sales proposition (USP) directly in the headline and entice more search users to click on your ad.
Display URL Changes
Google is constantly testing new ad formats.
A new format that is still being tested is the formatting of the display URL. Previously advertisers could only append one path to a directory (e.g. www.site.com/BudgetHotels). But now advertisers could soon have the potential to enter up to two paths (e.g. www.site.com/BudgetHotels/NewYork). The change provides advertisers an opportunity to further optimise the display URL.
So when will these new features be available?
Both of these new changes are still being tested in a closed beta to a select group of participants. As of now it is still not certain when Google will open up these features to advertisers but when they do you can learn more about how to best use them in your own campaigns by checking back here.