Google to drop 2nd Line of Ad Text in favour of Ad Extension for Mobile Ads

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.

Example of google ad-words update


“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.

If you need any guidance on optimising for this change, or to optimise your AdWords account then contact us at for a free Google AdWords consultation.


Need a website? Things to think about before getting a quote.

So you’ve decided you need a new website.  Websites come in all shapes and sizes, and here are three key questions that you should ask yourself before getting in touch with a web design agency for a quotation:

1. What do you want it to do?

Your website is the shop window to your business.  What you include on it is ultimately the first impression that your customers will see – therefore, it’s really important to think this part through.

At a minimum, you’ll need a basic website that portrays who you are, what you’re about and what you sell.  You’ll also want to tell customers how they can get in touch with you, including links to your social media profiles.

This kind of website will be ideal for many types of business, but websites can also be designed to include things like:
[li-row]Photo albums[/li-row]
[li-row]Online shop with payment facilities (e-commerce)[/li-row]
[li-row]Online booking facilities for hotels/ restaurants/ dentists/ doctors[/li-row]
[li-row]Event listings and booking facilities[/li-row]
[li-row]News feeds[/li-row]

The possibilities are endless.  Put yourself in your customers’ shoes and think what they actually want to know about your business and what they’d like to be able to do on it.

2. What content will you need to provide?

Nobody knows your business like you do, so most web design agencies will ask you to provide some content for your new website.  This can include text, photos or videos.  It’s a good idea to prepare some of this in advance to help the web design agency give you an accurate quotation based on the required size of your website (the more content you have, the bigger the website will be).  A good agency will of course help you refine this content at a later date to be more search-engine and customer friendly.  Here are the basics:

  • About us – Here’s where you tell people what you’re about. You can include things like your history, what you offer and details of your team.
  • Services – What services do you offer? If you offer multiple services, it’s a good idea to write a bit about each one.  Don’t go overboard here though – nobody likes reading reams and reams of text!
  • Contact page – Your telephone number, address and any social media links should go here.
  • Anything else you’d like included – Just a brief description of what else you’d like would be sufficient here.

3. What is your budget?

Like most things in life – with websites, you really get what you pay for.  Whilst very cheap or free websites will serve their purpose to some extent, it’s really best to leave it to the experts.

Web design agencies know all about the current trends, the technical aspects of setting up your websites and getting you noticed online.  They can advise you on what to include on your website and what to leave out.  They can also link it all up with your social media channels and your email to give your customers a seamless experience.

The price you pay can vary depending on what you need on your website and indeed the agency who gives you the quotation.  By all means, shop around with local companies and decide who you would feel most comfortable dealing with.  Whilst price is an important factor, you should also consider whether you actually like the people you’re dealing with, as you are very likely to be in touch with them for years to come! Are they friendly and helpful, or is it all about the money for them?

Think of a budget that you feel is reasonable and affordable, and bear this in mind when you ask for quotations.  Costs can include:

  • Domain name purchase
  • Website design fees
  • Photography (professional or stock)
  • Logo design/ branding
  • Hosting & support (annual fee)
  • Email address
  • Security certificates (if you are handling sensitive data)

So make sure you ask if your quotation includes all of the above to avoid any nasty surprises.

I hope you’ve found this helpful, but if you have any further questions then please feel free to get in touch. Our advice is free!

Tip: Check with your local council if they offer grants for business start-ups. You could get help with the cost of your new website and any other start-up and marketing costs.