The adwords have changed: now you have two 30-character headlines and one 80-character description line to include in your ads making them more effective. Also you get two 15-character path fields that could be customized and added automatically to your Display URLs. Overall, you get 45 characters moreto play with to increase output.
Many steps were taken to better the search experience of users and uniform in all the devices. This eliminated the requirement of strict character limits and making mobile experience great. Early testing highlighted CTR up to 20% when compared to older ads.
This blog aims to tell you about potential you can tap.
- Re-evaluate and repurpose your creatives.
Now is the time to think what was lacking in the ad you were running already and use the new ad format to fill the gaps and come up with a draft that has the potential to draw more visitors to your site than ever. Do not even think of simply adding more text for the increased character limit which would only be detrimental.
- Let the ad talk of needs and benefits of users.
Insights from various tests tell about the better performance of the ads that address the needs of their audience. Better Call-to-Action get specific action from users, like countdown ads that compel to act. Work on factors like reliability and selection. Try to think like users and their reasons to click on your ads and how are you making their life better through your product / service,
- Give all the attention tothe headlines.
Earlier you had one clickable headline emphasised in blue, now there are two of them. Entice your target audience with this prominent space through quality copywriting that tells exactly what you want them to, to increase their performance. You can also try performing A/B tests to determine exactly what kind of text is getting better results in terms of traffic and conversion.
- Fine-tune the ad rotation settings.
Your competitiveness is impacted by your displayed ads. So, still continuing with the standard text ads in your account (while your competition is not) can make its performance suffer due to even rotation. Employing the optimize-for-clicks or optimize-for-conversions settings, making the ad that performs better than the standard ad display more often.
- Prioritize the ad groups by volume and impactfor testing.
New means an opportunity to explore and that goes for new ad format as well. You can drive its performance by testing and then prioritizing the places and the words that are most important. Pick ad groups that are performing least compared to others and see if redrafting the creative does wonders. For example work on the non-brand ads first if the brand term ads are already doing well.
- Monitor lost impression share due to budget.
Exact improvements are difficult to gauge yet but be assured that number of clicks will definitely go up. So keep your budgets accordingly. Keep a track when you have uploaded the longer ads. Remember to transfer your budgets from to the most valuablecampaigns fromthe less valuable ones. You can lower your bids if budget-capped.
- Keep using ad extensions.
Even if you have got more space for ad-copy, extensions can still serve their purpose (like adding user-friendly features) if you know what to use them for. Keep choices open for the system while it assembles the ad unitsselectively. And better yet, all the extensions work for the expanded ads. Just stay cautious of not adding what you have already included in the expanded text of new ad format.
With these pointers to start with, you have a lot to work on.