Google Ads are Changing For the Better. Here's How to Keep Up...
Once again, Google is switching it up. If there’s one area in which they particularly excel, it’s keeping digital marketers on their toes.
If you’re already incorporating Google text ads into your marketing mix, get excited. This new update will allow you to further optimize your digital footprint with three headlines (when you used to only be able to have two) and added description room.
Check out Google’s announcement for yourself:
“We recently made changes to text ads so that you have more room to convey your message to customers. Now, you can:
- Add a third headline
- Add a second description
- Use up to 90 characters for each description”
Why should you be excited about this news?
First, extra character space in both the headline field and descriptions will allow you to provide additional details tailored to your target market. The bottom line is that you now have added control over your ad’s messaging. These ads are also optimized for mobile, so your customers will see your message where they’re spending a large percentage of their time.
How will this change have a positive impact on your business? Read on to find out.
More Click-worthy Ads
It goes without saying that more compelling descriptions are typically longer, due to the fact that they provide more context. If you see an ad that says “Award-winning beachfront hotel, now offering discounts for ocean-front views. 24/7 concierge service included,” you’ll probably be much more tempted to click on the link than if you just saw “Cheap hotel near you” in the description.
Use this new expanded format to make your ads even more attractive by including offers and CTA’s (call-to-actions) that you couldn’t use previously due to character restrictions.
One of our go-to recommendations that we pass along to our clients is to constantly test and optimize the content on their site and in their ads. One of the main ways that we do this is by A/B testing, which pits two or more strategies against one another to see which wins with respect to performance. Now, you’ll have even more options to test to see what resonates the most with your target audience.
Now that both descriptions and headlines can be significantly longer, your ad will take up more space on the search engine results page, also known as the SERP. You can also add more significant information in your ad with the expanded headline format.