Why did Google expand the ads headings?

Some of the recent changes in Google’s advertising platforms that took place relates to the length of the text in ad blocks. According to them, now the advertiser is able to have two 30-characters long headlines, instead of one that was 25 characters long. This made Google ads look differently, influencing the CTR. According to Google’s research, such kind of change increases the click-through-rate up to 25%!

Experts from WordStream, the popular internet marketing agency claim that there is an obvious explanation for this growth of the number of clicks. Advertisers use some catchy phrases, offering discounts, better prices and revealing some details of their offer. As a result, the website visitor gets more interested in this advertisement, than it was before.

Google also claims that the change is useful for advertisers as well. With more space for a headline, they will be able to get more targeted traffic. It means that the people who click these headlines will understand the offer better, which results in a higher conversions rate.

Following this strategy, Google has expanded the description field too. It became up to 80 characters long, what resulted in even more information from the advertiser, delivered to the end user.

For those, who run their own Adwords campaigns, this gave a new opportunity for testing. A larger ads field means more ways to catch your visitor, to inform him about your business advantages and to provide him with some necessary tips that lead to completing your offer.

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