Google Ads Introduce New Ad Formats

Once again Google Ads have changed the standard text ad format in a significant way. Most of us remember the standard headline, description and display URL format. After that came what we’ll refer to as the ‘old format’ – this was the one that allowed for two headlines, up to 30 characters each, and a single description line of 90 characters with a display URL.

In late September, Google Ads introduced yet another new format! Three headlines and two description lines as well as the display URL

So why did Google do this?

Apart from making life that little bit more difficult for platform developers like AdFeeder? This all started with the beta testing of responsive text ads, where you can write multiple headlines and descriptions. Google will then pick the best one for each ad (which we’re not huge fans of). Google have decided to roll this out for standard search ads, stating this as the rationale.

While we work on improving the responsive search ads across languages, it’s important to extend that same advantage to your existing text ads. That’s why, starting in late August, you’ll be able to add a third headline and second description to your text ads. 

While they talk about extending the advantage, they don’t actually state what the advantage of the new format is!

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.

To summarise…

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.

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Dave_dibble

Managing Director at Blanco Digital
Having set up his own agency in 1992, Dave has been involved in digital marketing for over 25 years.
In addition to his role as Managing Director, Dave is also the architect responsible for Blanco’s innovative automation platform, AdFeeder, and is widely regarded as an authority on Paid Search and PPC in particular.
Dave_dibble
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Google Ads Introduce New Ad Formats

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