Google’s Expanded Text Ads Are Here!

Estimated Reading Time 4 minutes

On the 1st June, we posted a quick summary from the Google AdWords Summit outlining a few changes to look forward to within our AdWords accounts. The first change to show an appearance is Expanded Ads.

The reason behind this is to give mobile users more information when searching and also to make ads on a mobile and desktop more consistent and similar aesthetically, the reason, also why they removed the right hand column of ads.

The change to character lengths is as follows:

Expanded Ads character count

Expanded ads provide more copy to show off your products or services and really communicate why a prospective customer or client should choose you. With nearly 50% more text you have double the chance for a higher CTR. Google themselves are saying it’s important to take advantage of the expanded text ads as soon as possible, especially with summer promotions in full swing. According to Google, in early testing some advertisers reported increases of up to 20% in click through rates in comparison to the original, standard text ads.

Expanded ads were made available and released into AdWords accounts last week and are now supported in the AdEditor Tool.

Although the main reason behind the expanded ads is for a mobile first world, it is still advised to create mobile specific ads, which makes sense due to the messaging differences for the devices. A slight downfall so far with these new ad formats, is that you cannot simply upgrade your current ads and fill in more text, you need to start from scratch and create a new advert. Google have also said that from the 25th October you’ll no longer be able to edit or create standard text ads.

When I heard about expanded ads I thought it was a great, as an advertiser, we now have more freedom to write with. Sadly, I cannot pride myself on writing a great ad in the 35 character restraints! But with double headlines and 80 character descriptions, I’m spoilt! I don’t know where to begin with all these characters to use up.

This made me think, is it a little unnecessary from a user perspective? Considering Google is all about the consumer side of things – could the search results page now seem a little cluttered? There’s paid, natural, rich snippets, AMP’s, Maps, Shopping and so on – do we really need more text on the paid side? What are your thoughts?

Jenny Farnfield
Jenny Farnfield graduated from Southampton Solent University with a 2:1 Degree in Advertising, and brings extensive commercial, digital and marketing acumen to the team at Digital Clarity. Jenny has been recognised by both UK Search Awards and the Ecommerce Awards. Jenny is also IDM certified, and utilises a rigorous, granular approach to digital marketing. With over 6 years’ experience, Jenny digs deep to find solutions and uses an immersive approach in her accounts, turning numbers and data into actionable solutions for her clients.