Google Rolls Out Expanded Text Ads and Other New Features

July 27 / Chair 10 Marketing Team / filed under Search Engine Marketing

Back in February, we wrote about Google’s removal of right-side ads from search results and the effect it could have on the search engine marketing landscape as a whole. Well today, the next phase of Google’s search advertising changes has gone live in the form of expanded text ads. These expanded text ads (pictured below) feature double headlines and more text below the headline as well. This move toward expanded text ads comes as search traffic increasingly shifts to mobile devices and Google aims to optimize the search experience for these mobile users.


Side-by-side comparison of Google's standard ads vs. Google's new expanded text ads (photo courtesy of Google)

Side-by-side comparison of Google’s standard ads vs. Google’s new expanded text ads

The jury is still out on real-world performance but in early tests, Google has seen a 20% average increase in CTR with expanded text ads, so it seems this format may provide tangible benefits to advertisers as well as Google users. Right now, the old standard ads will continue to run alongside expanded text ads. Over time, Google will transition all advertisers to the new style and eventually phase out the standard ad type altogether. Here at Chair 10 Marketing we plan to take a proactive approach to these new expanded text ads, with a goal of rolling out and testing new ads for our clients as the summer progresses.

Google also rolled out some other new features today that continue the emphasis on mobile search, such as responsive display ads that will look better on tablets/smartphones as well as separate device bidding that will allow marketers to target Google users based on the devices they use. All these new features work to highlight Google’s growing focus on mobile search and give agencies a clear trend to draw from as they strategize for the future. With these latest moves, Google continues to shout from the rooftops that mobile is the future (and the present, for that matter) so it’s about time everyone got on board.