They're Here! Google AdWords Expanded Text Ads are Live, Along With Device Bidding & Respons
**Update: some of the new features have been already rolled out in the UK with a few more to come**
Standard text ads will no longer be accepted as of October 26.
Ginny Marvin in her article announces that the day has come: Google has officially launched expanded text ads. The extra-long ads with double headlines began rolling out across devices Tuesday morning. The rollout comes along with the availability of device bidding and responsive display ads for native that were first announced at Google Performance Summit in May.
Expanded text ads rollout begins
As Sundeep Jain, who oversees text ads at Google, told the audience at SMX Advanced in June, existing standard ads will continue to run alongside expanded text ads (ETAs). As of October 26, 2016, however, advertisers will no longer be able to create or upload standard text ads. Google has not set a date when standard ads will no longer run with ETAs, but Jain noted advertisers should have sufficient time to test standard and expanded ad formats against each other to ensure they are properly using ETAs.
In other words, the expectation is that advertisers will run A/B tests with standard and expanded text ads for a period.
Expanded text ads include two headlines, each with up to 30 characters and a description of up to 80 characters. Google has said the extra copy was specifically designed to give mobile users more information and cited an average CTR bump of 20 percent in early tests. Robert Spears, digital marketing director for Guitar Center, whose ads are featured in the screen shot below, said as an early adopter, its non-brand campaigns “have seen more than a 2X increase in CTR.”
Click here to read the full article.