Understand how digital marketing will evolve in response to the cookieless future. Download Deconstructing the Cookieless Future Whitepaper.

Google has recently announced that Expanded Text Ads are coming to AdWords. This is very exciting news, because it means that advertisers like you and I will finally have enough room to write compelling ads! In this post, we’ll talk more about why Google is making the change, what it will mean for you, and what you can do now to get prepared for the changes, which will roll out later this year.

Google is implementing this change to accommodate the world’s increasing appetite for mobile, and the ads will be optimized for most smartphone screens. This is the latest improvement  in a series of upgrades that began with the removal of the side rail within desktop searches, as well as having 3 to 4 ads appear at the top of the search results. I believe that the improvement will help to serve up a superior ad which will lead to a better user experience.

Here is a summary of the changes. You can read more in the announcement here.

Summary of changes
Summary of changes

 

As advertisers, we must also consider the implications of expanded text ads. With each ad now taking up more space, being in the top position is even more critical.  It will take a lower number of ads to push you below the fold. How do you handle that? The answer is simple: increase your quality score! Write a compelling call-to-action (CTAs), have relevant landing pages, and bid aggressively on high conversion searches.

These implications also hold true for organic search results. Now is a good time to up the SEO ante, because you will need to have higher rankings in order to be seen above the fold. Are you localizing content, researching keywords, analyzing your SEO efforts in Search Console and GA? Am I expanding your to-do list? Good. 🙂

So, expanded text ads? What can do right now? You’ll have to put in the time, but the process is really not that hard.

  1. Download your current ads into a spreadsheet
  2. Add columns next to your current ads
  3. Write new ads
  4. Test new ads

With that said, I’m off to follow my own advice and do just that.

Do you need help with AdWords? We have a solution to fit your needs. Check out our in-person AdWords training from a Google Certified trainer here.

You can also view our awesome online catalog here. Don’t get left behind.

Message Sent

Thank you for registering.

Cardinal Path hosted a live session to connect with you and answer all your questions on Google Analytics.
Get all the expertise and none of the consultancy fees in this not-to-be-missed, rapid-fire virtual event.

Thank you for submitting the form.

Thank you for submitting the form.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you.

Click here to download access the tool.

Message Sent

Thank you for registering.

Message Sent

Thank you.

Message Sent

Thank you.

Message Sent

Thank you

Message Sent

Thank you

Message Sent

Thank you.

Message Sent

Thank you

Message Sent

Thank you.

Message Sent

Success!
Your message was received.

Thank you.

Thank you for registering.

Cardinal Path is continuing with its series of free training. Next we are conducting training on Google Data Studio. Check it out here.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Your request has been submitted and a rep will reach out to you shortly.

Message Sent

Thank you for your interest.

Thank you for registering.

You should receive a confirmation email from GoToWebinar with your unique webinar login information. If you do not receive this email or have trouble logging in to the event, please email asmaa.mourad@cardinalpath.com.

Thank you for subscribing!

You're now looped into the world's largest GMP resource hub!

Thank you for your submission.

Thank you for your submission.

Thank you for your submission.

Thank you for your submission.

Thank you for your submission.

Thank you for your submission.

Message Sent

Thank you for your submission.

Message Sent

Thank you for registering.

Thank you for registering.​

Paid media spend by Government websites increased a whopping 139% YoY in 2020.

2020 Online Behavior Live Dashboard

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

2020 Online Behavior Live Dashboard

Thank you for your submission.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Success! Thank you
for reaching out.