Recently, Google launched expanded text ads, which is a huge shift in the world of online advertising.

According to Search Engine Land,

Expanded text ads include two headlines, each with up to 30 characters and a description of up to 80 characters. Google has said the extra copy was specifically designed to give mobile users more information and cited an average CTR [click-through rate] bump of 20 percent in early tests.

An increased click-through rate means an increased number of people who view your advertisement actually engage with it, and visit the associated webpage.  Therefore, a 20% increase in CTR indicates that 20% more people are getting one step closing to converting.  It’s a big deal!

Other features that Google has rolled out include separate device bidding, which allows advertisers to choose which devices they want their ads to appear on, and responsive display ads for native inventory, which “are eligible for the native ad inventory Google has opened up across publishers on the GDN” (Ginny Marvin, Search Engine Land).

Should you start using expanded text ads?  No matter what kind of industry you work in, the answer is yes.  Google’s standard text ads will cease to exist on October 26, 2016, so it’s best to get ahead of the game and develop your expanded text ads in advance.

Expanded text ads also allow you fill clickable space with content that converts.  For more information and advice on how to create effective online ads, checkout Google’s new best practices guide.

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