As of July 27th 2016, the Google AdWords Editor is offering some new and exciting features for all their advertisers worldwide. My favorite has to be ETA (expanded text ads) and mobile app engagement ads. Other features include import/export and simultaneous posting for multiple accounts, and more.
Expanded Text Ads
What’s so exciting? Double headlines AND an extra long description line! That means more ad real estate to better pull in those looking for your businesses services or products.
Designed to maximize ad performance across all device types, Google’s early testing showed increased click-through-rate (CTR) by at least 25%. Not only that, but during the beta trial period, they also found that (as long as you’re writing engaging ad content) the incoming sessions translated into more targeted/qualified traffic — that means a better conversion rate. Can’t beat that!
Ad Specifics
- Two 30 character headlines (compared to a single headline of 25 characters)
- An 80 character description line (compared to the previous pair of 35 character description lines)
My suggestion?
Become an early adopter. This change provides such great potential for your business, why wouldn’t you? Plus, if you’re not changing your ads over and your competition is, guess who is more likely to get the clicks?
Hot Tip
Use a call to action to set yourself apart from the competition with the second headline.
Good to Know
- Your original text ads will continue to run by late October, but you’ll lose the ability to create and edit them. All advertisers will be moved over to the new Expanded Text Ad format.
- As of 2017, original text ad formats will be fully retired and no longer show in the search results.
Mobile Price Extensions
Available to mobile site since July 22nd, Mobile Price Extensions add more value to your search text ads by giving you a bigger showcase for your services and range of products. Price Extensions appear below your text ad on mobile giving you more space to tell people specifics about your business products and links them directly to an item that interests them on your site. Only available for mobile and tablet ads, it takes the place of Sitelinks in the Ad Extensions.
More About Price Extensions: https://support.google.com/adwords/answer/7064917
Individual Device Bid Adjustments
As a whole, this is not a new feature. Individual Device Bid Adjustments gives advertisers more control over device-level bidding in AdWords. Basically allowing you to show your ads more or less frequently based on device.
So what’s new? With the ever growing mobile search percentage, Google AdWords is now splitting tablet out from under the mobile category as of the end of July. Now you can set bid adjustments for desktop, mobile phone and tablet.
Set bid adjustments to boost the best performing device for your business. Device bidding will apply to all campaign types, even when keyword targeting is not being used — such as some remarketing and shopping campaigns.
More About Bid Adjustments: https://support.google.com/adwords/answer/2732132