As our world becomes more and more mobile driven, Google continues to make changes to help consumers and marketers succeed. Earlier this year, Google removed ads from the right side of search result pages to make user experience consistent across desktop, mobile and tablets. Yesterday, Google rolled out Expanded Text Ads, one of the biggest changes to Google AdWords in almost 15 years.
Expanded Text Ads (ETAs) include two headlines, each with up to 30 characters, and a description of up to 80 characters. That equates to almost 50% more text than was previously available in text ads.
Research shows longer headlines are more useful to mobile users because they provide additional information about a business prior to clicking on an ad. Some early adopters have seen more than a 2x increase in click through rate.
Standard ads will continue to run next to expanded ads, giving advertisers time to A/B test to ensure proper use of the new format. As of October 26, 2016, advertisers will no longer be able to create or upload standard text ads. Google has not yet set a date when standard text ads will no longer run with ETAs.