Since May when we initially reported on the expanded text ads in our Mobile First blog, we have all been eagerly waiting for the release of the new expandable text ads within our AdWords accounts. On the morning of Wednesday 20th July we started to see these new ads appear on our clients’ accounts.
What do these expanded text ads look like?
Well, the difference could potentially be huge. Below is images of both the old and the new ads.The old text ads which require a:
- 25 character headline
- 35 characters for description line
- 135 characters for description 2
Compared to the new ads which require a:
- 30 characters for headline
- 130 characters for description line
- 280 character description 2
As well expanding the characters and changing to two main headlines, they have also changed display URLs. This means that traditionally you would have to manually enter a URL you thought was relevant (as long as it matched your domain name). Though now it is automatically extracted from your final URL with eligibility to customise the rest of the URL with up to two paths. Which you can see in the example above - happydoguk.com/GrainFree/OstrichProtein.
When could these roll out on our account?
Unfortunately, not all of our accounts have the new expandable headlines yet. But we’re pretty sure that they will all be rolled out shortly, as our Google account managers have said to prepare our accounts for August, however the official announcement didn’t mention a date just that it would roll out sometime later this year.
What to know when implementing these text ads.
First things first, they’re still text ads so they’ll need the normal diligence when adding any new text ads to the account. We would recommend testing and keeping a close eye on any performance changes and it’s important not to forget about ad extensions and the normal optimisation process you go through within your accounts.
These expanded text ads might not be served to everyone so it’s important to make sure you’re aware they're served before making any conclusions on tests you’re carrying out.
If you have any concerns about how these new changes might affect your accounts or how we’re preparing your accounts for this change over, you can speak to your dedicated account manager. If you want to get in touch about how we can help you with this new change then get in touch today at firstname.lastname@example.org.