We have noticed a new test being rolled out by Google this week, giving the option of filling out a second description field in extended text ads.
This second field also allows up to 80 characters and could potentially dramatically increase the on page real-estate the ads take up.
According to Search Engine Land’s Ginny Marvin, when asked about the change a Google spokesperson said only that, “Google is constantly testing out new products and features to improve user and advertiser experience.”
It is no surprise that Google is testing larger ads as search still pays most of the bills and is a critical revenue stream for the company.
Why should you care?
Location, Location, Location. If it is all about prime real-estate then increasing the size of AdWords text ads can potentially push other search results lower down the page.
More is not always better however so we will be monitoring and testing to see the impact the new format has on results and making well-balanced, informed decisions based on performance data.
Note: All AdWords users should now be running Extended Text Ads as, while the old standard text ads are still able to run, you can no longer create text ads in the old short format.
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Glenn is a Partner and Senior Consultant who has had a very successful career building growth companies in the private equity arena. He has a wealth of experience in both the digital space and strategy development. Prior to becoming a partner in SureFire Glenn built one of the largest digital teams in New Zealand for a NASDAQ listed global online marketing company & Google's largest premium partner.