Google has been coming out with so many new features, products and ad formats lately it’s hard to keep up. It seems like every time I get off the phone with our Google reps I’m thinking, well that’s nice to know, glad they remembered to tell us that little secret! They themselves admit that there are so many new developments, it’s hard to stay on top of it all. But that’s my/our job and it sure keeps our blog busy!
Google AdWords announces changes to mobile text ads
The announcement I’m covering today is one that I do believe will make more of an impact than some. It’s a fairly big shift in the format of mobile text ads in search. It might not look big at first glance, but you’ll potentially be losing the second description line of your ad in favor of ad extensions. It’s not necessarily a bad/scary thing, but something to be aware of and consider when writing mobile ads (and to that point actually writing unique ads for mobile versus desktop).
Why is this important?
On mobile devices, your ad extensions may replace your second description line. There’s no guarantee when or how often this will happen, but as with most Google features, they look at history and other factors to predict how well it will perform in each format and display the one most likely to perform best.
When Will It Take Affect?
Starting October 15, 2014
Which ad extensions can appear?
Sitelinks, location extensions and callouts are the most likely to overtake description line 2. These are all ad extensions that are aimed at providing users with more direct access to information they’re likely to want on mobile.
What do you need to do?
1. Put the most important information in the first description line. Consider making the first description line a sentence/complete thought that is not carried over into the second line.
2. Make use of sitelinks, location and callout extensions, and make them specific to your mobile audience, taking into consideration what you know about how they use your site on mobile devices
3. Use mobile preferred creative. Since you’ll likely be making your mobile ad more different that your desktop ad (per the previous two recommendations) it will be advisable to use mobile preferred ads. The changes you make for this new ad format might not also benefit the desktop experience.
Mobile users want/need to get to the content they’re looking for the quickest way possible with the least number of clicks. Ad extensions, particularly sitelinks and location extensions aim to do just that, so I think in most cases this change will be beneficial to users and advertisers alike.