Google’s New Expanded Text Ads – What You Need to Know

By: Amy Peck, Director, Marketing Services 

On Wednesday, Google continued its effort to create the ultimate search experience for consumers by rolling out their latest enhancement – Expanded Text Ads (ETAs).

The What:

From a visual standpoint, ETAs are about twice as big as previous ads.

  • Headlines changed from one 25-character headline to two 30-character headlines.
  • Description lines no longer consist of two 35-character lines, but are consolidated into one 80-character line instead.
  • Display URLs are now more relevant (and accurate) as Adwords automatically extracts the domain name in the ad from your final URL. Previously, this information was entered manually and left room for error.

The desktop view below of the new ETAs shows 2 headlines and an extended description:

Google's New Expanded Text Ads - What You Need to Know

The mobile view of Google’s new ETA looks like this:

Google's New Expanded Text Ads - What You Need to Know

The When: 

Google first rolled out this functionality in Q2 2016 in beta format for some of its accounts.  On July 26, 2016, the functionality of ETAs officially rolled out to the public.

The Why: 

Keeping in line with Google’s mobile- first mentality, the bigger headline and extra long description help maximize an automotive dealership’s mobile presence. Google continues to make changes that drive mobile engagement from micro moment searchers who want information right now – I Want to Know, I Want to Go, I Want to Do, and I Want to Buy. That is exactly what these ads will do – drive more engagement for advertisers on Google. So far, bigger headlines and more text have proven to drive more visibility for advertisers, and more importantly, higher CTRs. Dominion Dealer Solutions’ automotive customers have already seen their CTRs from the new Expanded Text Ads format more than double the results previously experienced with the old format.

The How:

For automotive dealers who are becoming aware of this change, your vendor, ad agency, or in-house paid search staff member will need to go in and change over all of the dealership’s existing ads to the new format. It is crucial to think through the best way to utilize the extra text that is now available. This presents a great opportunity to rewrite ads to include an emotional connection and naturally drive up click through rates.

If you have any questions about Google’s new Expanded Text Ads, or how to drive engagement and results from Search Engine Marketing, please feel free to reach out to the Dominion’s Search Marketing experts at: 877.421.1040. Our team will be happy to answer any questions, or walk through how this latest update affects your auto dealership’s paid search efforts.

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