Longer Google Adwords Ad Headline Official

I blogged the other day about Adwords ads extended to 70 characters and now its official - this update is not a beta rather a permanent change to the placement of the description in the first line for certain top ads.  Below is a comprehensive FAQ and screenshots of example ads.

What is changing?

Google is changing the placement of description line 1 for certain ads that appear in the top positions above the search results on Google. With the change, any description line 1 that ends in punctuation will be moved to the headline and separated by a dash.

What will ads look like after the change?

Some top placement ads on Google will have longer headlines. The following is an example for Long Beach apartments:

Google Adwords Longer Headlines

Google Adwords Longer Headlines

Who is affected?

All advertisers whose ads appear in the top positions on Google and have a description line 1 that ends in punctuation are affected.

Can I opt out?

No, this change applies to all advertisers, and there is no way to opt out at this time.

Does this affect only top placement ads?

Yes, this change applies to only ads that appear in the top positions on Google. Ads that appear on the side rail of the page will remain the same.

Does this affect only ads on Google?

Yes, this change applies to only ads on Google. Ads that appear on Google’s partner sites will vary in format.

Which Google domains are affected?

This is a global launch that affects all Google domains.

What part of the ad does this affect?

It directly affects description line 1, if it ends in punctuation. It indirectly affects the headline and description line 2, since instead of combining description line 1 with description line 2, it combines description line 1 with the headline for top placement ads.

To what types of punctuation does this apply?

It applies to cases in which description line 1 ends in a period or exclamation point.

What happens to the punctuation at the end of description line 1?

When description line 1 is moved to the headline, the punctuation is removed.

Do I need to change my ads?

No, you do not need to take any action. Any description line 1 that ends in punctuation will automatically be moved to the headline when your ads are served in the top positions on Google.

What should I do if I want description line 1 to be moved to the headline?

You can edit your ads so that description line 1 ends in either a period or exclamation point. However, please note that the change will only apply when your ad appears in the top positions on Google.

What should I do if I don’t want description line 1 to be moved to the headline?

You can edit your ads so that description line 1 does not end in either a period or exclamation point.

Note: Google does not recommend writing your ad so that the headline continues onto description line 1. Remember, even when the headline and description line 1 are combined, they are separated by a dash so it may not read as you intend. Moreover, description line 1 is moved to the headline only when your ad appears in the top positions on Google; thus, when your ad appears elsewhere, it will not be displayed in the way that you intended.

What are your thoughts on the change? My initial thought is simple - a more visible ad title will result in increases in click through rates which equates to larger revenues for Google. From an advertiser perspective, in conjunction with the utilization of ad extensions, this can certainly provide a number of levers to pull to increase account performance.

Leave your thoughts in the comments!

Related posts:

  1. FAQ: Google Expanding Longer Headlines in Adwords
  2. Google Showing Display URL Domain in Headline for Select Adwords Ads
  3. Tip: Google Adwords Headline Display URL Capitlization
  4. Google Adwords Testing Longer Headlines: 70 Characters
  5. FAQ: Google Tests Showing Click Annotations On AdWords Ads

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