Expanded Text Ads in Search Advertising
Consumers now use Google across multiple devices, so it’s more important than ever that you fine-tune your Google search advertising to attract people regardless of what device they’re viewing your ad on. Here are 3 tips for using expanded text AdWords ads:
1. Create ads for all devices.
Don’t worry. This doesn’t mean you have to create separate ads for each device. That would be wasteful because you have no control over which ad Google displays on which type of device. The truth is, the principles behind creating successful AdWords ads haven’t changed. It’s still wise to incorporate a compelling call-to-action (CTA) and tie headlines and descriptions to your keywords so it’s clear that your advertising what the user is looking for. Relevant descriptions and CTAs work well regardless of what device your ads are viewed on.
2. Maximize your use of available characters.
With expanded ads, you get two headlines of 30 characters each, one 80 character description, and two URL path fields of 15 characters each. This additional space enables you enhance your message and draw attention to the things your target consumers care about.
3. Focus on your headlines.
In Google AdWords, your headlines are the clickable links. With expanded text ads, you have up to 140 characters available. As with any other online content, your headlines are what entice people to click through to your website, so make them good. One effective idea is to make the first headline a call to action and the second a piece of enticing information. For example:
“Check Our Inventory Now – Payment Plans for Any Budget”
A dash appears between the two headline fields.
It’s important to note that, although the headline fields have expanded, Google’s headline policies haven’t changed. For example, you’re still prohibited from adding an exclamation point to your second line of text.