PPC Blog: text ads

How You Can Put Google’s Additional Text Ad Headline to Work

At its Marketing Live event in July, Google announced two significant changes to expanded text ads. Specifically, the new expanded text ads will:

1. Show up to two 90-character descriptions (up from one 80-character description).

2. Show up to three headlines (up from two).

Here’s what a newly expanded text ad might look like:

Expanded text ad example

Both of these changes are exciting, but I’m especially pumped about the second one!

Google's additional text ad headline

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How to Write a Good PPC Text Ad

One paid search element that doesn’t always receive the attention it should is how to write a good PPC text ad. The importance of good paid search ad copy can’t be overstated. Even the most stellar PPC program can’t survive poorly written ads!

Yet writing these ads isn’t easy. You need them to accomplish a number of not-easy things, including grab the viewers’ attention, communicate your message clearly and get qualified prospects to click.

At the same time, you have to adhere to strict requirements and limitations, such character count limits.

Over the years, my team and I have gotten pretty good at writing PPC text ads. And in my latest Search Engine Land column, I share 15 tips for writing PPC text ads that will help your online ads soar!

PPC text ads

3 Embarrassing PPC Text Ad Mistakes—And How to Prevent Them

We’ve all been there. You’re doing some testing and you come across an error in your live PPC text ad. Maybe it has a typo. Maybe one of the ad extensions is out of date. Or maybe the extensions don’t fit with the headline and body.

Ugh!

Fortunately, you can take steps to minimize the chance of these embarrassing errors occurring. And thank goodness! Because few other aspects of your business are as visible to the world as text ads.

PPC text ad mistake

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The AdWords Change That Requires a Text Ad Rethink

If you’ve worked in PPC for any length of time, the combination 25-35-35 holds special meaning.

Why? Because it was the prescribed character limit for AdWords text ads.

But no longer.

In July, Google announced an expanded character count of 30-30-80 for text ads—giving PPC pros a lot more space to work with.

But while your marketing team might be tempted to simply throw in an extra headline and some additional text, your campaigns would benefit from a more considered approach.

In her latest column in Search Engine Land, Pauline Jakober shows us how to use this change to AdWords text ads more strategically.

AdWords text ads

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