How to prepare for AdWords’ expanded text ads and device-based bidding
Columnist Matt Umbro provides some advice for advertisers who want to be ahead of the game when Google's recently announced AdWords changes go live.
By now, you’ve heard about all of the latest Google AdWords and Google Analytics updates announced at Google’s Performance Summit. The two main changes coming to AdWords include expanded text ads and the ability to bid by device. Many articles have been written about what these updates mean for advertisers, but today I want to focus on how you can prepare for these changes.
Before I begin, I want to emphasize that the strategies outlined are theory-based, rather than tried-and-true methods. Similar to when Enhanced Campaigns rolled out, advertisers face a certain unknown.
Based on what we know of AdWords and our experience, these strategies are logical, but we won’t know the true impact until all updates are fully rolled out.
Expanded text ads
With the move to double headlines and longer descriptions, the way text ads will need to be written has changed. In fact, every text ad in all campaigns will eventually need to be written utilizing the new format. Needless to say, advertisers will be spending a significant amount of time this summer writing new copy.
Having experienced what’s ahead, advertisers who are already making use of extended headlines (where description line 1 is combined with the headline) will have less work. Instead of having to write two headlines, the existing headline and first description line can be recycled as the new double headline.