NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | email@example.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
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.
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.
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