Welcome to Scribd. Sign in or start your free trial to enjoy unlimited e-books, audiobooks & documents.Find out more
Standard view
Full view
of .
Look up keyword
Like this
0 of .
Results for:
No results containing your search query
P. 1
360i POV: Google Alters Ad Copy with Extended Title Line

360i POV: Google Alters Ad Copy with Extended Title Line

|Views: 1,025|Likes:
Published by 360i

More info:

Published by: 360i on Jan 31, 2011
Copyright:Attribution Non-commercial


Read on Scribd mobile: iPhone, iPad and Android.
download as PDF, TXT or read online from Scribd
See more
See less





NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630
 ©2011360i LLC. All Rights Reserved
Integrated Solutions. Measurable Results.
360i Point of View
Google Alters Ad Copy with Extended Title Line
January 2011
Google is actively modifying the appearance of ad copy within sponsoredsearch results by extending the title portion of paid ads (throughrepositioning the first description line). While the combination of title andfirst description may sound subtle, it undoubtedly enhances the appearance of paid search placements,granting greater visibility to a marketer’s messages. A few direct implications to consider:
More of the actual ad block will now be clickable.
More advertiser copy will appear in larger fonts, which in turn means marginally more real estate.
More of an advertiser’s ad copy will be delivered in blue text, which is more appealing to the enduser’s eye.It is also noteworthy that the expansion of the top line of AdWords text almost emulates a longer SEOtitle tag. As shown in following examples, the sponsored results supported by AdWords continue tofollow natural search’s coattails exemplified bysitelinksand userreviewinformation. To the everyday searcher, this move further blends the appearance of paid search and natural listings within results.
Overall, this update is likely to attract more eyeballs to sponsored search results boostingClick-Through-Rates (CTR), and thus driving more traffic through paid search efforts.
Why is Google making this change?
Through their own testing, Google has confirmed that AdWords listings with longer headlines performbetter than those with shorter headlines. It is their belief that a longer headline improves both the userexperience and advertiser performance, as it allows users to view relevant information from advertisersmore quickly and easily. While Google has not made this data public, Google shares 360i’s opinion thatadvertisers may see an increase in CTR as a result of the extended headline.The below were provided by Google as examples.
Before: After:
NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630
 ©2011360i LLC. All Rights Reserved
Integrated Solutions. Measurable Results.
360i Point of View
Google Alters Ad Copy with Extended Title Line
January 2011
How does the update impact marketers?
All AdWords advertisers are eligible to take advantage of this new format. However, actual executionis dependent upon compliance with two factors – ad position and ad punctuation.1.
Ad Position:
Ads serving in positions 1 through 3, situated in the north (top) ad block of aSERP are eligible for the extended title. The right-hand rail will continue to display the morefamiliar paid search ad layout.2.
Ad Punctuation:
Ads must comply with certain punctuation standards. For a creativeexecution to be eligible, the first description line must conclude with a period, exclamationpoint, question mark or country-specific punctuation. Notably absent from this list is a comma.We suggest marketers review their current ad copy and assess whether their current copy is compliantfor execution. In many cases, there may be very little a marketer needs to update. In other cases,marketers may not have any eligible copy in rotation. In these scenarios marketers should developand execute compliant ad copy. This could be a daunting and laborious task for expansive campaigns.To narrow scope, we recommend that marketers place a short-term, immediate focus on the mosteligible and most impactful ad groups. Time and effort in the early stages should spotlight highvolume, top position ad groups. These groups will meet the eligibility requirements and be the mostlikely to make a measurable impact.Ultimately a marketer’s focus should be on best positioning themselves to have a seat at the table asthis format makes its appearance. Results may differ by campaign, category and vertical with varyingcompetitor and industry adoption rates; however, preparation and quick reaction could pave the pathfor future traction and performance defense.Marketers should also give consideration to staying power. As results accumulate, the permanence of this format will become clearer. However, as with most things in the digital world, when it moves - it’slikely to move quickly. Marketers should reciprocate. It’s never too early to begin evaluating effort,time and resources to accommodate these changes. Marketers should work with their teams todevelop a plan of attack which most suitably recognize support of this new format. Depending on trueimpact, these updates may very well need to supersede other initiatives until full recognition is inplace.
What should marketers do to prepare?
In the short term, we recommend that marketers:
Ensure ad eligibility
Learn from results
Review competitor adoption and permanence
Establish plan to accommodate new formatAs the changes take hold, we suggest that marketers develop testing strategies for new creative

You're Reading a Free Preview

/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->