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Transition to AdWords Expanded Text Ads Before Jan 31, Best Practices for New Format

A reminder posted today about the transition to expanded text ads before January 31, 2017, informs all AdWords advertisers that beginning Jan 31, “they’ll only be able to create and edit text ads using the expanded text ads format.”

“Starting January 31, you’ll no longer be able to create standard text ads,” writes the team. While this will be the last date to create them, “existing standard text ads will continue to serve.” Also, after this date, you will be able to pause and resume standard text ads. But it’s best to create new expanded text ads, as they deliver great results, particularly with a commitment to testing new creative.

AdWords Expanded Text Ads

AdWords Expanded Text Ads Format.

While you prepare for expanded text ads, keep the following best practices in mind:

  • Implement multiple versions of your ads with aim for at least 3-5 per ad group.
  • Leave standard text ads running, as they will still serve. “Don’t delete them until they stop receiving impressions on their own or the message is no longer accurate.”
  • Optimize ad rotation for clicks or conversions, as these options give preference to ads that are likely to perform better.
  • Focus testing on headlines, as they’re the most important part of the ads.
  • Consider shorter headlines on things like brand terms where someone might not need more info.
  • Iterate new ads based on previously successful creative. Learn from what already works.
  • Add terms from user queries and your keywords in your longer headlines whenever appropriate.

Also, check out the following best practices guide for creating effective ads here, or watch the following Hangout-on-Air “Expanded Text Ads Live Event” for more advice:

Additionally, also take advantage of AdWords Editor, AdWords API or the ETA Transition Helper to make these changes across your entire account.

Watch this about expanded text ads video:

Expanded text ads, similar to standard text ads, have a few key differences:

  • Expanded text ads have two headline fields instead of one, with extra headline field allows you to include additional text in your ads of up to 30 characters per headline. The headlines will appear next to each other, separated by a hyphen. Depending on the size of your potential customer’s screen, they may wrap to a second line.
  • Two description lines now merged into one field, have one 80-character description field, giving you more control over your ad’s messaging.
  • Domain of display URL is now based on final URL domain, and you no more need to enter display URL when creating a new ad. Instead, AdWords will use the domain from your final URL and then give you the option to combine it with up to two new optional “Path” fields. These fields are added to the display URL after your website’s domain, so you can add text that will help people who see your ad get a better sense of where they’ll be taken when they click it.
  • Text ads are now mobile-optimized, and you no longer have to select the mobile device setting when creating or editing a text ad. In fact, a preview of your ad in both desktop and mobile format is generated for you while you’re creating your expanded text ad.

Update 01/19: Last spring, during the launch of new promoted places ads in Maps, Google said, local searches are growing 50 percent faster than overall mobile searches. And now in their effort to monetize all those local mobile searches, Google is reportedly testing Local Inventory Ads (LIA) on mobile phones.

Triggered on a search for “engagement rings Buffalo,” the result shows a map with a couple of LIAs below it where local pack results would typically show. Clicking on either ad takes the user to the local inventory ad landing page hosted by Google, discovered by Mike Blumenthal.

Google Mobile Local Inventory Ads (LIA) - Local Pack

Google Limited Testing Local Inventory Ads (LIA).

Google also included features such LIA data in Maps, Knowledge Panels with inventory search capabilities, showing in the Local Finder and including ads in the Local Pack.

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