Well, more testing, here we come…
February 5, 2011
So, this announcement from Google AdWords seems like a pretty big deal. Not on the level of say, the introduction of broad match modified match type, but a big deal none the less.
Basically, it appears that Google is potentially using the first line of an ad’s description and appending it onto the headline. This is actually a very big deal. The headline of an ad has great impact on the ad’s CTR% – how much always varies by situation, but it is typically the most significant element of an ad in terms of affecting CTR%.
By appending potentially 35 more characters onto the previous 25 characters permitted in a headline, Google has more than doubled the headline real estate and made yet another element for savvy advertisers to test.
Likely, advertisers at or near the top positions for higher volume keywords will see this headline extension. An important point to note is that Google’s announcement seems to place a special emphasis on ‘proper punctuation’ appearing at the end of the first description line in order for this new headline extension to be triggered.
This is an opportunity for more testing and ad tweaks, which may or may not benefit a client in every situation. It doesn’t seem like there is an ability to ‘opt-out’ of this change.
And the testing fun continues…
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