digital

Posted on
September 15th, 2014

Google Adwords Increases Visible Text

Google has announced increased text content to those who are paying for their Adwords service. Announced in a recent blog post, an extra line of text will be available in pay per click campaigns, giving businesses more space to inform and draw in customers to their adverts.

The examples given on the blog show adverts with extra text to entice customers to click with special offers, customer service, free delivery, price matching, or anything else which helps you stand out from your competitors. Each of these callout extensions can be up to 25 characters long, with up to four being displayed in one ad. Google say that the space should be used to “highlight what makes your business different from your competitors”, and will be checked in a similar way to the other content within adverts.

These ad callouts are designed to work alongside other ad extension, increasing the potential space taken up by an advert. The traditional amount of copy would include the headline with two lines of 35 characters, so this increased amount of text is greatly welcomed.

These callouts can be managed at various levels within the campaigns, ad groups and account levels, with the option of being enabled or disabled on mobile searches.

A Google quote highlights the effectiveness of these extensions, with Hilton Worldwide’s Senior Search Manager, James Harrower saying, “In just one month after implementing callout extension, we’ve seen a 9% increase in conversion rate.”

Ad extensions are a factor which is taken into account when Google determines the Ad Rank of an advert – the algorithm which determines the position of search adverts. This means that the relevance and impact of callouts could directly affect the position and cost per click of adverts.

Extra space for advertising on Google’s search results is always welcome, but with it can come increased competition. These callout extensions will be available for all advertisers within the next few weeks, so keep your eyes peeled!

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