‘Expanded Text Ads: Are they living up to the hype?’ – Search Engine Land
Laura Collins says, “Just as the numbers 4-4-2 will be immediately familiar to any soccer fan, 25-35-35 is a combination few people who’ve ever worked in PPC could easily forget.
A 25-character headline and two 35-character description lines have been the building blocks of AdWords text ads since day one. We’ve all slaved away trying to fit compelling copy into these strict limits, desperately tried to knock one character off the first description line to add a full stop at the end, scoured the thesaurus for a shorter synonym… the struggle has been real.
So it was with near-delirious excitement that we at Merkle|Periscopix met Google’s announcement in May that, after testing Expanded Text Ads in a closed beta, they would be rolling them out to all advertisers over the course of this year.
What are Expanded Text Ads?
Previously, we’ve been able to give ad headlines a boost in size, but only at the expense of the description lines. If your first description line ended in a full stop, exclamation or question mark, the ad could be eligible for first line promotion”.
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