Google testing new longer look for text ads has online marketers taking another look at their mobile ad campaigns. Right-sided text ads are no longer being used. The new format for these tests has been dubbed Expanded Text Ads, and displays longer headlines. Presently, when a line of description copy ends with a punctuation mark, the headlines can still expand to include the first line of description copy. Up until now, this format has only been available mainline ads. Now that right-sided ads are out, however, the convention text ad formatting can now be changed, or adjusted by Google across the system.
Google Testing New Longer Look for Text Ads
With this new formatting, text ads will now feature an extended headline that displays all 80-characters of the description copy, which means even better results for advertisers. The previous formatting allowed only a 70-count for description copy, but these new tests have been formatted for 80-characters, which gives more of an advantage to advertisers.
Google has changed the URL format for these tests. Unlike before, advertisers can now append up two paths, or directories to the domain name. For example, a search utilizing two paths like “/Chicago” and “/Food” may end up with a search result that reads, “Chicago Food – Best Local Dining Spots in the City.” A new field where you can enter a second headline is now available in the AdWords user interface. Here the user can enter a second headline, a single field for description copy, or new fields for the Display URL paths.
According to a spokesperson from Google, “We regularly test different ad formats with the goal of providing useful information to users and driving even better results for advertisers. Beyond that, we don’t have anything to announce at this time.” There has not been an official announcement regarding the launch of this test.
Consider Long-Tail Keywords
This can be considered good news for those trying to hone down on longtail keywords. With more characters for headlines, advertisers will be able to drive home specifics. Long-tail keywords are of course, more specific than short-tail, but aren’t considered as valuable. When it comes to searches, the more concentrated results means better results for the user.
Take some risks with your keywords to see if longer headlines pay off.