Google giving advertisers more time to upgrade their creatives to “expanded text ads” to ensure they’ve ample time to test and iterate expanded text ads for the holidays.
AdWords Expanded text ads were introudce earlier this year help advertisers to provide more information about their business right in the search ad. “Expanded text ads can deliver great results, particularly for those who have invested in writing and testing new creatives,” adwords team noted.
The original announced date was October 26, 2016.
“While many have seen great results with the new, longer ad format, some advertisers are still learning how to use it effectively,” google stated. That said, you now have until January 31, 2017, to make the transition—meaning “you’ll no longer be able to create or edit standard text ads,” writes adwords team, adding, “you’ll only be able to create and edit text ads using expanded text ads format.”
Existing standard text ads will continue to serve alongside expanded text ads.
The team also offering advertisers with best practices and things to avoid while making move to expanded text ad:
- test multiple versions of your expanded text ads atleast 3-5 new ads per ad group.
- focus testing on headlines with the extra line you now have to experiment with.
- replicate your standard text ads in expanded text ads.
- use shorter headlines on brand/company name. “Test shorter ad copy, especially on terms where someone might not need a lot of additional info,” team noted.
- keep standard text ads running until new versions consistently outperforming them.
- review your pre-existing ads for previous success with longer headlines. team says, “try promoting description line 1 in a standard text ad to new headline 2,” especially if that ad performed well in the past.
- Test all of your benefits to find what works in the new format.
Advertisers are also advised to consider following tips to avoid:
- tailor your ad to users’ searches, and avoid implementing same expanded text ad across ad groups.
- don’t jump to insert new second headline without changing rest of the ad. Add only relevant content to query and rest of the creative.
- don’t write expanded text ads that has no relevance to a user’s query, explained adwords team.
Refer to this best practices for more information.
Also, at dmexco, digital conference in Cologne, Germany, Google launched two next generation ad innovations.
First, “Universal App Campaigns,” available globally to all advertisers across Google Search, Play, YouTube, and Google Display Network.
Universal App Campaigns help you find the customers that matter most to you, based on your defined business goals.
Google explains, once you define in-app activities within AdWords, plugged in your analytics solution, and setted up cost-per-install, “Google machine learning algorithm will begin working. Universal App Campaigns evaluate countless signals in real time to continuously refine your ads so you can reach your most valuable users at the right price across Google’s largest properties. As people start to engage with your ads, we learn where you’re finding the highest value users,” explained google.
Another format called “TrueView for action”, makes video ad more actionable by displaying tailored “call-to-action” during and after a video.
Google notes, this call-to-action can be adapted to specific use like “Get a quote,” “Book now” or “Sign up.”
“TrueView for action can help you move your customers along the path to purchase by encouraging actions like scheduling an appointment or requesting more information.”
Google in v201603 introduced a more flexible alternative to existing ExperimentService, called “campaign drafts” and “experiments” to AdWords API for Search campaigns.
Now that you can run experiments on Display campaigns as well, campaign drafts and experiments do everything the ExperimentService can do and more. As a result, “ExperimentService will be sunset,” google said.
Additionally, you can find a AdSense help widget by clicking on the Help button on the upper right corner of your AdSense account. This will take you directly to informative articles related to the topic or issue you provide.