Google has recently announced a number of changes to be introduced within their new AdWords interface. One particular change surrounds increasing the paid ad real estate, enabling more headline copy and description; boosting the paid ads profile. This is an exciting time for paid marketers, with opportunities for engagement to improve significantly as the presence of paid advertisements are set to grow even further.
Google plans to expand the copy by around 50%; the new format includes an extra headline and more characters within the description line. Additionally, the display URL now automatically categorises the landing page URL, giving more relevancy to keyword searches. This further emphasises the importance of having a relevant landing page for each ad/ad group.
The changes that have been announced are to take place around 26th July 2016. We’ve been informed however, that there will be a period where both the old ad format and the new format will be eligible to run at the same time. However, this means that being first to market for the new copy will put campaigns at an advantageous position; as those who are quicker to adapt to the market changes will be able to profit from increased click-through-rates (CTR) and engagement.
Over the next week, advertisers and agencies alike should start to organise plans, building more effective ad copy and making use of all of their clients’ USPs in order to construct the most engaging copy for their marketplace.
From my own searches around the Google search marketplace, I’ve noticed paid campaigns with excessive repetition within the ad copy - marketers like to pack the ads with as many USPs as possible. Often the marketer loses sight of the layout and aesthetics of the ad copy from the potential searcher’s perspective. By inserting the exact same USPs within Ad Extensions as your descriptions in the copy itself, will create heavily repetitive and disengaging copy, which can interfere with the ad’s performance. We believe that with Google increasing the copy limitations in the headlines and descriptions, that repetition within ad copy will become more common practice.
The changes will certainly help boost paid advertising on Google SERPs; we believe the copy description and layout is getting more and more similar to that of organic listings. As the presence of paid ads become more prevalent on the search results pages, this can only increase CTR and engagement for those within the top four positions. Greater emphasis will be placed on generating more USPs within copy and having more descriptive call-to-actions in order to generate the right conversions for your campaigns.