Click-through rate boost
Some theorise that the new ad format will help to boost click-through rate and we can certainly see how that’s a factor. As with most things, there’s often a slight time lag between when a new ad format comes out and when advertisers actually adopt that format across the board. Smart advertisers know that if you adopt the new format quicker than your competitors, you’ll often get an advantage.
Search engine real estate
It doesn’t take a genius to know that bigger ads will take up more Search Engine Results Page, or SERP, real estate. This means that advertisers in the top position get to block out their competition on the first results page. The cynics amongst us may feel that it’s yet another bribe to get advertisers hooked into a bidding war, as this will ensure the top spot if they pay highly enough.
Whether we like it or not, this new ad format is here and smart advertisers will rush in quickly to ensure that all of their ads conform to the new rules… but that’s a huge risk, right? Rewriting every single text ad to this new format means coming up with a new headline and a new description for every single ad.
The great news is that AdFeeder has already implemented the new format, so even our largest accounts (with upwards of 250,000 new ads being written every day) feature the new format.