- Better quality clicks. Having more space to provide greater detail about your product or service can help to improve the quality of click-through rates. Now you can provide more information to the user to assist them in determining if you have what they are looking for.
- Ad Consistency. Ads are now consistently formatted no matter which device they are being viewed on. Google remove the right side ads before introducing the expanded form ads. Now, your ads will look and read the same no matter if they are viewed on a smartphone, tablet or desktop computer. 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.
- Increased click-through rates. Early tests of the new ad format saw up to a 20% increase in click-through rates compared to the shorter text format due to the increased visibility of these ads. This increase in clicks means more potential buyers are visiting your website and learning about your business.
- More relevant display URL. The more relevant display URL allows advertisers to add up to two paths in addition to your domain. According the Google, “The "Path" fields are part of your display URL (the green text under your headline text) and can be up to 15 characters each. To create your display URL, AdWords will combine the domain (ex: "google" in "www.google.com") from your final URL and the path text. The display URL gives potential customers a clear idea of what webpage they'll reach once they click your ad, so your path text should describe your ad's landing page.”
If those reasons haven’t convinced you, Google will require the change by early 2017:
“You now have until January 31, 2017, to make the transition to expanded text ads (instead of the original date of October 26, 2016). This means starting on January 31, 2017, you’ll no longer be able to create or edit standard text ads — you’ll only be able to create and edit text ads using the expanded text ads format. Existing standard text ads will continue to serve alongside expanded text ads.”
For more information on this topic, read the articles, “The Biggest Change to AdWords in 15 Years” and “Jump to Top Spot of Search Results”. If you would like assistance on using Google AdWords or other CPC platforms to grow your business, please contact us at www.BuddinghAssociates.com.