Have you noticed that your top position AdWords ads are looking a bit different lately? That’s because earlier this year Google made some changes to the way certain AdWords ads are displayed. When ads appear in positions 1 – 3 (above the organic results on Google), ad copy with a first description line that ends with punctuation will see that first line automatically moved to the headline of the ad, separated by a dash. This means that your headline, the portion of the text copy that gets the most attention from potential customers, is now able to provide even more information to Google users when your ad is being shown in the top three positions. How great is that?
Google made this update to description line 1 placement after performing tests and coming to the conclusion that it not only improves the user experience by providing searchers with more, relevant information easily and rapidly, but also improves the performance of the ad for the advertiser. After doing some A/B ad testing with and without the punctuation at the end of description line 1, JumpFly’s account managers have seen the clickthrough rates (CTR) of the new ads with punctuation at the end of description line 1 skyrocket over the old ones without punctuation. So much so that the JumpFly pay-per-click management teams now make sure that description line 1 ends in punctuation as often as possible.
Another change that Google recently announced is that top position ads will now be showing the display URL domain in the headline. This update to how ads are displayed will allow Google searchers to be able to see and identify what site they will be taken to after they click on the ad and will help them decide whether or not they want to go to that site. For AdWords advertisers, this is another huge change that is going to be great for them, especially for branding. With the display URL being more prominent in the headline and still being shown in the display URL, your company name and web address exposure is doubled. Sounds good to us!
Now, the question is: How will Google AdWords decide whether to show the display URL or description line 1 after the headline? Well, according to Google, BOTH can be displayed as long as the resulting headline is sixty-eight characters or less. Imagine having a sixty-eight character, attention grabbing headline. The amount of information you can get to potential customers in bold, blue text is unheard of and something all advertisers should try to capitalize on.
These changes to how Google AdWords ads are displayed are hugely important for advertisers. In order to capitalize on them, you might want to call a professional PPC Management company like JumpFly. We know the ins and outs of Google AdWords and we love implementing new, innovative ideas for our clients.