On July 26, 2016, Google gave their advertisers what they’ve always wanted: more room on their text ads. With the release of Expanded Text Ads, advertisers will now be able to increase the length and size of their search text messages. They are as follows:
| # | Before | Now | Net Gain |
|---|---|---|---|
| Headline: | 1 row. 25 characters | 2 rows. 30 characters each | +1 row. +35 characters |
| Description Text: | 2 rows. 35 characters each | 1 row. 80 characters | +10 characters |
| Displayed URL: | Display URL. 35 characters | Auto Display URL. | More. |
Here’s AdWords “quick and easy” video explaining the update
Is this a good thing?
In theory, “Yes.” More character real estate means more of an opportunity to get the message you want out to the public.
Also, more real estate for you means more space you can take away from competitors bidding in the same space. In theory, you’ll be able to take more of an opportunity to make a first impression with users.
But, it will depend on your tests
You’ll have a couple months to get it right.
“Why’s that?”
Because the classic text ads will disappear on October 26, 2016
After that day, all text ads will be in that form, whether or not you like it.
“Starting October 26th, 2016, AdWords will no longer support the creation or editing of standard text ads. New text ads generated after that date should use the expanded text ad format. Existing standard text ads will continue to serve past October 26, 2016.”
That said, it’s not like you have to fill up the character space
You can continue to try to write them the old way. They don’t make you use the full character space available in the ads.
It’s the URLs you’re going to be stuck with. They’re going to be automatic one way or the other.