You may have noticed Google running longer text ads on your mobile devices and tablets. The search engine company recently announced that the Expanded Text Ads will be available to all advertisers later this year.
Because the search engine has eliminated the right-side ads, they now have the ability to offer more consistently formatted ads across devices. Now you won’t have to struggle to sell a customer in just a few short words and can better reach mobile users who want to get a sense for your site before they have to click on your page. You’ll have twice as many characters as you’ve had previously to make your case.
And those mobile users are only growing in importance. According to Google, “Every year, there are trillions of searches on Google and over half of those searches happen on mobile. And across the millions of websites using Google Analytics today, we're seeing more than half of all web traffic now coming from smartphones and tablets.”
The new Expanded Text Ads have been optimized to fit the screen sizes of the most popular smartphones so users can get the information they need about your company right in the search results page.
In fact, in the mobile-first world, the ad designs are optimized for mobile and then applied to a desktop setup.
So what exactly are these changes?
Early tests of the new ad format saw up to a 20% increase in click-through rates compared to the current, shorter text format.
This is a big change from AdWords’ 25-35-35 character format that has been the mainstay of the search engine’s ad program for the past fifteen years. But the good news is that because this change doesn’t roll out until later this year, you have plenty of time to start planning how to best use this new format to your business’ advantage.
If you would like assistance with AdWords, please contact us at www.BuddinghAssociates.com.
Jeanne M. Buddingh is founder and partner in Buddingh & Associates, Inc., an award-winning strategic marketing consulting firm in Naperville, IL. Contact her at (630) 961-4504 or visit www.BuddinghAssociates.com.