Industry News, Pay Per Click, Top Tips, Hints & Advice

Important Changes to Google Ads (formerly AdWords) Expanded Text ads

Written by Akhil Sakaria on 22nd August 2018

We’re officially in the “Google Ads” era and Google have been quick to roll out the changes to the AdWords platform, and now search ads are getting a revamp too. Google is now allowing users to add a third headline and a second description. Not only are you allowed a second description, but the character limit has now increased from 80 to 90 (and yes, this does apply to both descriptions).

New expanded text ads

Now available to all advertisers, you are able to add a third headline and a second description to your existing text ads, but both features are completely optional. Here’s the updated interface when creating new ad copy or editing existing ads:

This means that regular text ads will have the same number of descriptions being displayed as the new responsive search ads (still in beta). On the 9th August, Google announced the following: “One of the advantages of responsive search ads is that they give you more room to convey your message. While we work on improving responsive search ads across languages, it’s important to extend that same advantage to your existing text ads. That’s why, starting in late August, you’ll be able to add a third headline and second description to your text ads. In addition, your descriptions can have up to 90 characters.”

About responsive search ads

Responsive search ads are currently in beta, however, will be available next month to advertisers in English, French, German, and Spanish, with other languages to follow soon. These ads will display 3 headlines and 2 descriptions, the same as the new text ads, however you will be able to provide up to 15 headlines (30 characters each) and 4 description lines (90 characters each). Google will then use machine learning by testing various combinations of the headlines and descriptions to see which ones perform best (and in which order) for different search queries. You can use the data collated from these responsive search ads to see which headlines and descriptions are being shown the most and in which order, and then create these as regular expanded text ads. You are able to pin headlines and descriptions to specific positions; for example, your Brand name can be pinned down to always show in Headline 2.

What should you do next?

To give your ads the most real estate possible as well as having the most control over your messaging, we would recommend using these new features as soon as they become available to you. Majority of Google advertisers always use one headline to display their Brand name, so now they will be able to test call-to-actions or unique features about their business in one of the headlines to grab the attention of customers.

If you need any help with your Google Ads accounts and are looking to utilise the latest features effectively, then get in touch with Anicca today and a member from our PPC team will be happy to help you.