Google has recently rolled out a new feature that allows users to add a 3rd title line and 2nd description to text ads. This feature will be available to use for all advertisers from the end of August 2018. The update will allow businesses to identify themselves effectively and test different combinations of ad copy, whilst leaving room for unique selling points in that make-or-break title space.
The new Responsive Ads are made up of:
- 3 Title Lines, each up to 30 characters
- 2 Description Lines, both up to 90 characters long
- 1 Final URL
- 2 Paths, to add to the URL
Google's official example of the ad new format
The update has just come out of Beta and offers the opportunity to provide Google with more options to test and rotate using machine learning. Responsive ads allow for up to 15 headlines and 4 descriptions to be input for each advert, which means more flexibility, more thorough testing of different ad copy combinations and time saved on ad creation. Google have more information on their website where you can read about the responsive ad update.
Google themselves have suggested the following to get you started:
To get started, try adding a third headline and a second description to your existing text ads. For example, if you’re a retailer using two headlines that show your brand name and official site, you can add a third headline showing shipping details or special offers.
Tips for making the most of the update:
- Create headlines and descriptions that are varied and don’t repeat the same messaging, so you can test which copy works best.
- Make sure every headline works with every description as they will rotate, making any combination possible.
- Once the ads have been live for a few weeks, review results so you can optimise based on the headlines and descriptions that have performed best.
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