Starting on 31 January 2017, AdWords will no longer support the creation or editing of standard text ads. New text ads generated after that date should use the expanded text ad format. Existing standard text ads will continue to serve after 31 January 2017.
So how are the new Expanded Text Format Ads different from the previous ‘Standard Text Format Ads’?
The differences are:
- Two headline fields (up to 30 characters each)
- A single, expanded description field (up to 80 characters)
- A Display URL that uses your Final URL’s domain
- Two optional ”Path” fields, used in the ad’s Display URL (up to 15 characters each)
See example Expanded Text Ad below:
We’ve explained these differences in a bit more detail below.
1. What’s the New Character Limit?
Expanded text ads are nearly twice as big with a grand total of 140 characters to use. This will be composed of two 30 character headlines and a consolidated 80 character description line. The new 30-30-80 set up will mark an end to the previous 25-35-35 limits. A lot more scope for creating great quality, eye catching ad copy. Thinking caps at the ready!
2. Will the Display URLs Change?
You can now add up to two paths to enhance the display URL (15 characters), giving another opportunity to highlight important keywords.
3. How Will This Affect Click Through Rates?
Early reports indicated that Expanded Text Ads are seeing CTR increase by as much as 20% (Source: Word Stream) At Search Scientist we’ll be keeping a close eye out on CTR increases as they take effect.
If you need help to move your AdWords account ads into the new Expanded Ad Format give us a call at Search Scientist.
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