Your Google ad will not only appear at the top of search results, but you’ll now get even more lines of copy with Extended Text Ads.[/caption] Christmas came early this year for online marketers: Anyone posting ads on Google will now get extra space–without paying an extra cent. You know those coveted top-three results on your search page, which look slightly different from your organic results and are marked (by law) as sponsored ads? They’re now getting extra lines of text, making them even more eye-catching. Because they seem to rank highest, and they’re now larger, they’re bound to grab people’s attention first. When Google first offered Expanded Text Ads in 2016, advertisers who took advantage of the extra lines of copy saw their click through rates improve by up to 20%. So you can imagine that people are pretty excited that they’re now getting even more room to post extra copy–as long as their websites are prepared to handle the extra traffic from those untapped target audiences! The decision, which went into effect in August, was primarily based on three factors:
- How the ads were displaying on mobile
- Other short-form communications were expanding (like Twitter, finally breaking its infamous 140-character-count limit)
- Plus, the longer ads simply tested better in beta