Earlier this month, many Webmasters reported that Google has been testing long text ads in the search results for numerous platforms. This report came out to be true on May 24th 2016, when Google officially announced the availability of Expanded Text Ads for the advertisers later this year.
After removing right-side ads, Google now has the flexibility to show text ads with more characters so that they appear uniform across multiple devices. These expanded text ads will easily run across different devices and soon be optimized for smartphones.
On Tuesday 24th May 2016, Google’s Senior Vice President, Ads and Commerce, Sridhar Ramaswamy, in a blog post talked more about this and other news from Google Performance Summit, “These upgrades help your ads work harder across screens, especially for the on-the-go mobile consumer that wants to know exactly what you offer before tapping into your website.”
This updated ad format will now have two longer headlines of up to 30 characters and a description of up to 80 characters long.
Moreover, the display URL can also include up to two directory paths, which can be effectively utilized by the advertisers to describe the landing page content. One does not need to match the landing page URL.
Here are the features that are being changed by the Google.
Further stating, Mr. Ramaswamy said, “This deviation from the 25-35-35 character format that has perhaps been the only constant throughout AdWords’ 15-year history will be a big change for advertisers. We encourage you to start planning for this upgrade before it rolls out later this year.”