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Act Now! New AdWords Changes Are Coming

Update Google has extended the deadline for creating and editing the old style ads to the 31 of January, 2017.

Google will stop accepting new standard text ads after October 26th

If you haven’t changed your Google text ads, you should start right now. From October 26th, you will no longer be able to create or update standard text ads. Instead, you will need to use expanded text ads (ETAs).

Expanded text ads feature two headlines, each with up to 30 characters. These sit above an 80 character description. Google has said that this extra copy has been specifically designed to empower mobile users in decision making, making ads more effective during the buying cycle. Google has said that an average CTR increase of 20 percent had been seen in early testing.

An extra 20 percent CTR thanks to expanded text ads

While the roll out started back in July, expanded text ads are now fully available on all AdWords accounts. So now is the time, if you haven’t already, to start planning your strategies in response to this change.

Imagine waking up one morning and finding that all your ads are showing bellow your competitors. If you’ve settled for a “set and forget” approach to AdWords management, this might happen to you. Make sure you go through every advert and update it, because on October 26th, you will not be able to make any changes to your old adverts.

Thanks to extended texts ads, you will have the opportunity to say more and really highlight what it is that makes your business stand out. Don’t settle for a quick copy/paste job of your old adverts, take the time to really make the most of your new ad space.

Our top tips for effective ads

The extended text ad layout is specifically designed to make you as effective as possible. With each field, make sure you’re having the biggest impact.


Your first line needs to concisely and invitingly introduce your offering or directly answer a query

Grab attention

Use your extra space to use emotive words and juicy numeric values to draw the attention of the reader. “Save Over £50” is a classic example.

Inspire action

Urge agency and immediacy through your ad and make sure your URL clearly states the customer’s destination.

Educate and inform

You now have 80 characters in your description field. Use them to show your customer the information they need to trust your ad and have them clicking with confidence.

Making ads better, faster, stronger

Adverts of any kind must be finely crafted to be effective, but these tips should give you a helpful starting point. Remember, that best AdWords practice is to regularly review, test and innovate. Don’t just set and forget, use the tools Google gives you to measure performance and refine your ads.

ETAs are an excellent tool for marketers, allowing them to advertise more effectively. If Google’s early test predictions are anything to go by, businesses who start using ETAs well are going to see some serious increase on CTR. If nothing else, it gives you a good excuse to audit your ads and really get them working for you.

Still need help with your PPC? Give us a call! We offer PPC as part of our digital marketing service.

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