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Marketing & Sales
Jan 28, 2019

Google Ads are Changing for the Better: How to Keep Up

Sponsored Content provided by Bill Hunter - President & Creative Director, Wilmington Design Company


Once again, Google is switching it up. If there’s one area in which they particularly excel, it’s keeping digital marketers on their toes.
 
If you’re already incorporating Google text ads into your marketing mix, get excited. This new update will allow you to further optimize your digital footprint with three headlines (when you used to only be able to have two) and added description room.
 
Check out Google’s announcement for yourself:
 
“We recently made changes to text ads so that you have more room to convey your message to customers. Now, you can:

  • Add a third headline
  • Add a second description
  • Use up to 90 characters for each description”
 
Why should you be excited about this news?
 
First, extra character space in both the headline field and descriptions will allow you to provide additional details tailored to your target market. The bottom line is that you now have added control over your ad’s messaging.
 
These ads are also optimized for mobile, so your customers will see your message where they’re spending a large percentage of their time.
 
How will this change have a positive impact on your business? Read on to find out.
 

More Click-worthy Ads

It goes without saying that more compelling descriptions are typically longer, due to the fact that they provide more context. If you see an ad that says “Award-winning beachfront hotel now offering discounts for ocean-front views. 24/7 concierge service included,” you’ll probably be much more tempted to click on the link than if you just saw “Cheap hotel near you” in the description.
 
Use this new expanded format to make your ads even more attractive by including offers and CTAs (call-to-actions) that you couldn’t use previously due to character restrictions.
 

A/B Testing

One of our go-to recommendations that we pass along to our clients is to constantly test and optimize the content on their site and in their ads. One of the main ways we do this is by A/B testing, which pits two or more strategies against one another to see which wins with respect to performance. Now, you’ll have even more options to test to see what resonates the most with your target audience.
 

SERP Space

Now that both descriptions and headlines can be significantly longer, your ad will take up more space on the search engine results page, also known as the SERP. You can also add more significant information in your ad with the expanded headline format.
 
We’d love to teach you how to create click-worthy, optimized Google Ads in this new format as a part of a winning digital marketing strategy! Learn more here.

At WDC, we believe honest business and innovative design go hand-in-hand. Our talented team of designers, marketers, and developers are as diverse as their work. We offer a range of services from creative web design and development to digital marketing strategies and branding solutions tailored specifically to your business. Contact Bill at [email protected] or visit www.wilmingtondesignco.com.

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