In August 2016, Google introduces several new changes to AdWords with one of the most notable being Expanded Text Ads. Now you have almost double the ad space than before. How are you going to use it?
The ad space available on the search engine results pages (SERPs) is increased by 47% to be precise. This means that you get two headlines of 30 characters each and one consolidated description line which will fit as many as 80 characters. For higher accuracy, the domain is automatically extracted from your final URL. URL path customisation is also an option.
Another really important technical aspect to note is that Expanded Text Ads will be displayed on all devices, from desktop computers to smartphones. This means that the messages should be crafted with smaller screens in mind too. Optimising your website for mobile is also essential, but this is something which has been mandatory for quite some time now.
If your short and attractive ads have produced great PPC campaign results so far, it is natural to ask yourself whether adding extra words will actually help to boost performance. Research results show that Expanded Text Ads could increase the click through rate by as much as 20%. Additionally, the bigger ads have better performance in 80% of the cases. Given all this, they do present an excellent opportunity for achieving better results with AdWords.
Adding more useful information – There is always something extra which you can say to hook prospective customers. You can emphasize on the quality of your product or service or mention a specific characteristic which is important to buyers so that it stands out. Another trick, which has been used for a long time, but can be exploited even more effectively now, is to deliver one and the same piece of information in different ways so that it has greater impact for people. For example, you can use the word “free” in the first headline and “no cost” in the description.
Creating a sense of urgency – You have more space now to present limited time offers and to say how few of your most in-demand products are left in stock. This advertising approach has always worked extremely well and now you have the chance to use it more effectively. It may go without saying, but you must not mislead your customers in any way when using this technique.
Focusing on emotional triggers – You can choose which one will work best for your target audience given their characteristics. The fear of missing out works well, but is generally a short-term tactic. Giving people a sense of belonging and inspiring them through leadership are much more powerful and lasting emotions which you can trigger.
Finally, you should keep in mind that via Expanded Text Ads, AdWords gives you the opportunity not simply to improve your existing messages, but to introduce totally new and much more persuasive ones. It pays off to get creative and start testing new ads soon.
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