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.

How to determine, whether your campaign will be profitable?

Starting your Adwords campaign is not always profitable. There may be some factors, which define this. So, in order to avoid the expenses on such a campaign, it would be much smarter to analyze your product, to predict your advertising costs and to make the following conclusions. Here are the factors you should pay attention to.

1.Your cost per click

In PPC advertising a price per each click matters. It shows the amount of money that will be paid by you for each visitor, brought to your website. Having this value, you should move to another number.

2.Conversion rate

This value indicates the number of visitors, who have converted into some result. If you are selling the products, it shows the number of sales, compared to the general number of visitors Usually the conversion rate is good when it’s equal to 0.3-0.7%. So don’t count on each second purchase.

3.Your profit

Cost per click and the conversion rate show you the amount of money you will lose. Knowing the number of sales (or any other action), you can now count your profits. It allows you to determine, whether your advertising campaign has sense or not.

And remember, that all of the numbers you have are dynamic. If your advertising campaign is profitable today, there are no guarantees, that it will remain be the same tomorrow. So go on analysing and comparing the data further, in order to stay profitable.