New Deadline for Expanded Texts Ads


This last July, Google announced that you had until October 26th to shift to expanded text ads, which were introduced earlier this year. However, if you're still scrambling to get to know this new feature before the familiar standard text ads format is taken away, then you will be happy to know that you now have more time. Yes, Google has just extended their deadline until the 31st of January 2017. After that date, only expanded text ads format will be available and you will no longer be able to edit or create standard text ads.

Accompanying this news are some recommendations from Google that you should consider as you move forward with expanded text ads. Based on Google's advice, here are some practices that you should keep in mind:

  • Test multiple versions of your expanded text ads. The more you diversify and try different approaches the better the performance you will see.

  • Focus your testing on headlines. Take advantage of the extra headline space.

  • Replicate what works in standard text ads in your expanded text ads. Whatever practice you found useful to your success with your standard ads carry over to the expanded text ads.

  • Consider shorter headlines on brand terms. Sometimes less is more. You don't have to fill up all the new space you have just because it's there. Try using shorter copy for those who might not need a lot of information.

  • Leave your standard text ads running until the new versions are consistently outperforming them. No need to switch over cold turkey. Keep the standard text ads that are working for you until the new ones outperform them.

  • Review your pre-existing ads for previous success with longer headlines. Consider promoting description line 1 in a standard text ad to you new headline 2, especially if that ad performed well in the past.

Tips from Google on what you should avoid:

  • Don't impl...

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