Google Extends Timeline for AdWords Transition: What You Need to Know

September 29 / Chair 10 Marketing Team / filed under Pay-Per-Click



A mere two months after we caught everyone up on Google’s transition to expanded text ads and a few other exciting new features, the search engine is at it again. This time, Google’s powers-that-be are extending the timeline for the transition to allow advertisers a little more wiggle room as they get used to the new status quo. Originally, all ads had to be transitioned over to the new larger format by October 26 – now, though, everyone has until January 31, 2017.

That sound you hear? A collective sigh of relief as advertisers everywhere stop seeing their entire ad strategy flash before their very eyes.

So, now that you have a little more time to figure out what the future of your AdWords campaign looks like, here’s what you need to know about the extension and a few tips on how you can take advantage of it, too.

A Three-Month Reprieve

Why the January 31 deadline? Basically, Google realized that while the newly expanded ad format was eliciting good feedback, many brands were struggling to nail down a revised ad campaign in time. With the holidays coming up and end-of-year paperwork providing plenty of other distractions, it was simply too difficult to do the new format justice. Rather than force people to launch using an ineffective ad, Google has given us all time to experiment – and the best thing we can do is take the hint!

How to Use Your Extra Time

The biggest mistake you could make with this extra time is to use it for procrastination. Even self-proclaimed AdWords experts are struggling to figure out the best way to more forward, and that’s why testing your ads – and getting some help from people who craft these ads for a living – is so beneficial.

You’re basically forcing yourself to break some very well-ingrained habits, and that’s not easy. Allow yourself some room for mistakes by creating multiple ads and then testing them out. Break the anatomy of your ad down into its basic components – headline, description, and URL paths – and then try out several combinations. You’ll only find out which combo works when you try it out on the search-happy public. Those extra three months are starting to look really fantastic, aren’t they?

A Few Fun Facts About Expanded Google AdWords

  • More than half of all mobile-based local searches result in a consumer visiting a brick-and-mortar store within one day. Google is helping businesses capture that magic by inserting the new ads into/alongside Google Maps. When you’re creating your new ad, don’t forget about “real world” customers and don’t be afraid to tailor your ad with that demographic in mind.
  • The expanded text ads give you a whopping 45 extra characters to play with. Use them wisely! Forget buzzwords or wishy-washy adjectives and use your characters to infuse your ads with personality, branded keywords, and high-impact verbiage.
  • When you create your new Google ad, you’ll be asked to pick out the URL that searches will land on once they click on your ad. They do this for a reason – you’re basically working backward, using the keywords and targeted landing page to create your copy. Keeping this end point in mind keeps you focused, so don’t be afraid to refer back if it helps you draft a more effective final product.

There’s a lot to learn about AdWords in general, and the new format in particular will take some adjusting. In the end, though, Google has gift-wrapped and hand-delivered a present that’s going to help all AdWords users more effectively capture leads, and that’s worth a little re-education, don’t you think?