From later this year (July according to some reports), expanded ads will include two longer headlines (both 30 characters in length, up from 25) and a consolidated 80-character description line (instead of two 35-character description lines).
Additionally, display URLs will soon be able to include up to two directory paths (up to 15 characters). AdWords will automatically preface the display URL with the domain used in the final URL.
Come September, and the old format ads we’ve been used to for so long will be gone. Nada. No more. Dead; not sleeping.
Why should you care?
Holy heart failure, Batman! We’ve got work to do.
Truth to tell, we’ve been finding the current character limitations a bit limiting recently, particularly when trying to incorporate reallylongproductnames and don’t forget the fine print service guarantees. The additional space will no doubt help, but will also require a radical rethink as we adjust to a world in which we can have not one but two headlines.
This is good news for AdWords advertisers (and Bing will follow suit soon, if only to ensure that Google campaigns can be easily imported). But it’s not so good for anyone already struggling with the Organic Search side of things, as more space in search results is given over to ads.
Click here for more search marketing news.
If you found this useful, please tell your friends.
Jeremy is a Partner and Senior Consultant at SureFire. Jeremy has been working in search since 1996, when he joined the Australian search engine, LookSmart. After relocating to San Francisco, he was instrumental in the development of the company’s paid search ad platform. At analytics company Coremetrics (now owned by IBM) he established an in-house search agency managing campaigns for Coremetrics clients such as Macy’s, Bass Pro and Lands End.At Acxiom he managed members of the pioneering SEO firm Marketleap and worked with clients such as Capital One, American General Finance and Kaiser Health. Joining SureFire in 2009, he is the head of Paid Search Advertising and oversees the delivery of AdWords and other PPC campaigns. He also helps clients make sense of their website data.
Google Ads introduces ‘ad strength’ indicator & reporting for responsive search ads11 Dec, 2017
New-look Google dials up Search Relevance20 Nov, 2017
Use AdWords to reach Customers with Intent30 Oct, 2017
AdWords Gets a New Competitor02 Oct, 2017
Hasta La Vista Bing!25 Sep, 2017
Who’s accessing your Google Analytics data?11 Sep, 2017
Google Reveals Most Popular How To Searches04 Sep, 2017
Google wants you to stop testing AdWords ads…21 Aug, 2017
First Thing Monday – Aug 21 2017 NZ’s First Digital Salaries Report [and More]