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28/07/2016 | Jen Andrew

Introducing Google’s expanded text ads

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Back at the Google Performance summit in May, Google announced that they would be rolling out expanded text ads (ETA’s), and as of Tuesday these came into effect.

What are expanded text ads?

Google expanded text ads (ETA’s) are Google adverts that feature two headlines (currently the standard ads are only allowed to have one headline). Each headline can contain up to 30 characters, followed by a description of up to 80 characters. Previously Google has only allowed 25 characters for the headline and 35 characters for the description.

Why have Google increased the length?

According to Search Engine Land, Google decided to expand the ad length to provide mobile users with more information and clickable space. Through early testing, Google reported an increase in the adverts’ click through rate by up to 20%.

The important information

The existing standard ads that you use for your business will continue to run alongside expanded text ads for now. However, as of 26 October 2016 advertisers will no longer be able to create or upload standard text ads, only expanded text ads.

While you do not necessarily have to update your current standard adverts to the expanded ad format, we would advise that you make the most of this update to maximise the competitive advantage of such adverts. 

What can you do to prepare for these changes?

Google have released a new set of best practiceguidelines to follow when setting up your expanded text ads. You can check it out here.

If you would like to talk to a team of Google ad professionals, please get in touch with Mark Evans.