The concepts of Digital marketing are changing each day. In order to provide the best possible results to the users, Google has managed to change the concept of Adwords. Well, Adwords can be described as the advertisements which are maintained on the online platforms.
Well, in order to enhance the performance of a product, it is very important to maintain a good advertisement campaign. Like that, in order to enhance the visibility of a product on the online platforms, it is necessary to run an efficient Adwords campaign.
Expanded Text Ads
With the help of Adwords, it is easy to set a bridge between the customers and the products. By running an efficient Adwords campaign, it is feasible to improve the traffic of a website. Thus, the overall business or revenue of the website will also be enhanced. During the mid of 2016, Google announced a new version of Adwords, named as Expanded Text Ads. This change has been effectively maintained to enhance the visibility of the products.
Revolution to Digital Marketing
With the introduction of this new ad format, it is pretty sure that the traffic to the websites will highly increase. Well, in short, Expanded Text Ads are going to create a revolution in the concepts of Digital marketing.
The Era of standard text ads came to an end on 31st January 2017, and from the 1st of February, the new Expanded Text ads format got its existence. To enhance the performance of the ads, some changes have to be maintained in the formats of the ads. Well, it is essential for the users to understand the new changes, so that they can efficiently implement those changes in their ad campaigns.
Difference between Expanded Text Ads and Standard Text Ads
To help the users, the changes which are maintained in the Expanded Text Ad format, are described below –
|Expanded Text Ads||Standard Text Ads|
|Two headlines with each up to 30 characters are enabled. Thus, overall 60 characters headline is being maintained. The first 30 character headline is termed as main headline where as the second one is termed as secondary headline.||Only one headline with 25 characters was available.|
|Two optional path fields each of 15 characters are available||No optional path fields were available.|
|One description line with 80 characters is available.||Two description lines each of 35 characters were available.|
Some More Differences
- In the standard text ads, the users were only availed with 25 characters of the headline. Well, it was very difficult for the users, to express their ideas within those 25 characters. But with the new Expanded Text format, two headlines each with 30 characters have been gifted to the users. Thus, now, the users can efficiently express their ideas, with 60 characters. As headlines are the first things, which will be noticed by the customers, it is very important to write good and attractive texts.
- In the standard text ads, there were no options for path field, and only the final URL was visible. But in the Expanded Text ads, the option for path fields is available. The path fields help in redirecting the customers directly to the product page. By providing path fields, the chances of conversions are pretty high. Again, two path fields each of 15 characters is provided in the expanded text ads.
- After the setting, the headlines and the URLs now came the main part. Before clicking on an ad, the customers opt to read the descriptions first. It has been observed that, if the customers find anything relevant to their search in the description field, then they will instantly click the adv. In the expanded text ad, a description of 80 characters is available. Previously, two description fields each of 35 characters were available. Thus, the users can input more idea with a single 80 characters description.
How to implement the above-mentioned changes?
After understanding the above changes which are maintained in the expanded text ads, it is very essential for the users to learn, how to implement those changes effectively in the ad campaigns. There are certain tips and tricks, which will help the users to write their ads with appropriate texts. Below, some important suggestions and tricks have been described neatly –
Important keywords in the main headline –
Headlines are the first thing which will attract the customers. So, it is very important to set the headline uniquely. Use the main keywords, which are directly associated with the website or the product, in the main headline. It will be even better if long tailed keywords will be involved in the main headline. The secondary headline should be maintained with supportive information associated with the keywords. There are some chances that, Google may trim the secondary headlines on the basis of pixel counts.
Description is the judgment place –
Well, the headlines attract the customers to the ad, but it’s the descriptions which decide, whether the customers will visit the website or not. The main action and service of the website must be mentioned in the description. If the description will provide a shadow of the customer’s search, then there is high chance that, the customer will visit the website and will browse through the products.
Maintain the path fields with Keywords –
Two path fields each with 15 characters are maintained in the expanded text ads. It is highly recommended to utilise these 30 characters by mentioning the top keywords. By putting, keywords in the path field can enhance the results of SEM works. Again, the CTR and CVR of the ads will be highly boosted. There are also chances that, the rates associated with CPC will be reduced. So, using top keywords in the path fields can be very effective.
Adjust the ad as per different devices –
These expanded text ads are mainly designed to improve the performances of the mobile devices. Previously, the look of ads in the mobile devices was not that attractive, but with the expanded text format, the ads look compatible with the mobile devices. As maximum customers operate through mobile devices, there are high chances that, more traffic will be achieved. Thus, it is highly recommended to maintain ads as per different devices. So, preview the ad before finalising and customise the ad according to different devices.
Don’t cancel the old ads –
After creating a new ad with expanded text format, it is recommended not to pause the old ads. By running both the ads at the same time, it is easy to compare the CTR and CVR of the ads. Thus, the results of both the ads will be efficiently visible to the users. Again, by continuing both the ads at the same time, there are chances that the CPC of the new ads will be highly reduced. So, it is strictly suggested to continue the old ad campaign.
Benefits of Extended Text Ads
If all the steps are followed efficiently, then there are high chances that, the ad will generate a good traffic, which can provide good conversions on the website. The new expanded text ad will surely enhance the visibility of the products as well as traffic in the website. Some benefits are associated with the expanded text ad. Some important benefits which should be taken into consideration are –
Appropriate compatibility with all the devices –
It is very important for an ad to look healthy in all the devices. With the introduction of expanded text ads, it is easy to access the ads on all the devices. So, whether it is a mobile devices or tablets, the ads will be visible more effective as compared to the standard ad format. Again, there is a no chance of text wrapping with expanded text ads.
High CTR and CVR –
By running an expanded text ad, there is a high chance that the CTR will be raised. If all the instructions are followed efficiently, then high CTR and CVR are ensured. As the click-through rates will increase, it will directly reduce the rates of Cost per click. So, a good budget can be maintained by implementing the expanded text ads.
Genuine and targeted traffic –
Previously, it has been observed that, because of confusions, a lot of wrong traffic was directed towards the website. Because of the wrong traffic, the CPC rates are pretty high, and ultimately, the expenses are also high. But with expanded text ads, genuine traffic is highly expected. As proper data is presented to the customers, only interested customers will visit the website, So the chances of conversions and transactions are pretty high. Thus, the business will be more profitable.
Organic SEO works –
As more characters are available in the expanded text ads, more keywords related to the website are efficiently maintained. When the customers click on these ads, the keywords mentioned in the ads, are automatically hit within the search engine. Thus, the optimization process starts organically. As a result, the overall ranking of the website will be highly improved.
Thus, by following the concepts of expanded text ads, it is very easy to enhance the digital marketing strategies. All these procedures will directly help in improving the business of the users, and they can also generate a good amount of revenue.