Google last week announced an improvement to the way mobile search ads appear on devices in order to show more relevant and useful information to customers.
From October 15th 2014 ad extensions may show instead of the second line of ad text depending on where the ad is displayed, or to put it another way as Google explained in a blog post “Description line 2 may or may not show, depending on how well it’s expected to perform”
[quote Text=”By eliminating the second line of ad text, we give businesses another point of engagement with customers in their ads ” name=”Senthil Hariramasamy” name_sub=”product manager at AdWords”]
Google used the example of a fictional florist who’s adverts displayed when potential customers searched for “flowers”.
We can see from the example below that before the update the advert displayed two lines of general information whilst after the update this second line is replaced by ad extension information.
“By eliminating the second line of ad text, we give businesses another point of engagement with customers in their ads – in this case, it’s the additional location extension,” writes Senthil Hariramasamy, product manager at AdWords, in a blog post. “With just a single click on their smartphones, consumers can now directly engage with Flowers Forever in three ways: they can visit the mobile website, place an order, or get directions to visit the store.”
What does this mean for my adverts?
Whilst you can keep your ads running as they are your AdWords Manager or AdWords Agency should be looking to optimize your mobile ads to take advantage of this upcoming change. Specifically your AdWords manager should be:
- Ensuring that your most important information is in the first line of ad text. This will help grab the customers attention straight away. Although the first line of paragraph text is limited to 35 characters.
- Be enabling all the relevant extensions that could display instead of the 2nd line of text.
- Be optimising your mobile adverts so consumers searching on such devices can take the intended action on the go.
With this change on the horizon you should be looking to set up ads specifically for mobile devices and enabling every relevant ad extension that is applicable to your business.