Google Testing Extended Ad Headlines
Hot on the heels of removing text ads from the right rail of the search results on desktop, Google is beginning to test a new format for text ads. Dubbed Expanded Text Ads, the new format features longer headlines. Currently, headlines can extend to include the first line of description copy when that line ends with a punctuation mark. This formatting has only been available to ads served in the mainline, but now that the right rail ads are gone, Google can change the convention text ad formatting systemwide.
The big difference in this test is that the text ads will feature a double (extended) headline and the full 80-character count of description copy. Advertisers get to have their cake and eat it, too. The other change with this test is the display URL formatting. Advertisers will be able to append up to two paths or directories to the domain name. In the screen shot below, for example, the advertiser would have entered two paths as “/NewYorkCity” and “/Budget.”
Here’s a before-and-after look from a tweet that has since been deleted. The second headline in test version is “Best NY Hotel Rates in Seconds.”
This is another AdWords beta that PPC managers need to keep a close eye on. If this test graduates to a standard AdWords offering it would continue the trend of pushing down organic search results, placing an even greater emphasis on paid advertising.