Google AdWords has continued its focus on a “mobile-first world” after rolling out several new ad innovations, including the official launch of expanded text ads. The changes, which follow the launch of its new ad platform, are aimed at making it easier for marketers to engage with customers in more relevant and meaningful ways every day.
The first major addition is the official arrival of expanded text ads. In a blog post, Google said that the removal of ads on the right-hand side of SERPs earlier this year has paved the way for the expanded format. The new ads will be optimised for smartphones and will include two 30-character headlines and a further 80-character description line. Google claims that this offers almost 50 per cent more text for brands to market their services and products.
Research by the search engine giant indicates that longer ad headlines are better received by mobile users, as they contain additional information about a business before ad clicks. Google also posted several case studies from major advertisers, including L’Oréal, Kueski, EE and Guitar Centre, that have already been using the expanded ads to reach more customers.
“In such a competitive industry like telecom, it was critical for EE and our agency MEC to implement expanded text ads as quickly as possible,” EE Digital Media Executive Sam Richardson said. “From the start, we utilized the additional ad text to tell a better brand story and provide more information for consumers. By combining our ‘50% faster network’ value proposition with details around EE’s competitive pricing and packages, we’ve been able to increase clickthrough rates by up to 79%.”
Google has urged advertisers to take up the new format “as soon as possible” and has also published a best practices guide to help them to optimise their content for the format. Publishers will have three months to switch over, as they will be unable to create standard ads from late October.
Google is also rolling out responsive ads and device bid adjustments to advertisers across the globe this week. Responsive ads are designed to optimise ads so that they offer a consistent experience across all devices, while device bid adjustments will enable AdWords users to manage a consolidated campaign more effectively across a range of devices.