Google has announced that beginning on October 15th mobile search ads may no longer display the second line of ad text in lieu of ad extensions, depending on what Google predicts will perform best for your ad. AdWords Product Manager Senthil Hariramasamy posted on Google’s official blog that this will “make it easier and faster for consumers to find things they are searching for, while on the go.”
Here’s how the updated mobile search ads will appear:
“By eliminating the second line of ad text, we give businesses another point of engagement with customers in their ads — in this case, it’s the additional location extension. With just a single click on their smartphones, consumers can now directly engage with Flowers Forever in three ways: they can visit the mobile website, place an order, or get directions to visit the store,” wrote Hariramasamy.
While there are no required actions necessary on your part or of an account manager to alter an existing ad, Google suggests three best practices to achieve optimal results:
- Ensure that your most important information is in the first line of ad text (description line 1) to address customer needs right away. Remember to keep this text within the 35 character limit.
- Enable all relevant extensions to help consumers find information faster and increase clickthrough rates (CTR).
- Use mobile preferred creatives to help consumers quickly and easily take action while on the go. You’ll also get better results when your ads are more relevant to mobile searchers.
You can choose to opt out of the update when it becomes available if you prefer the two-line ad text through a form in the Help Center, though the benefit of the additional information readily available to the user through mobile search is apparent.