[vc_section full_width=”stretch_row” css=”.vc_custom_1602742727949{margin-bottom: 50px !important;padding-top: 20px !important;padding-bottom: 20px !important;background-color: #f7f7f7 !important;}”][vc_row row_container=”true”][vc_column][vc_custom_heading text=”Evolution of Texts Ads in Google Ads” font_container=”tag:p|font_size:25px|text_align:left|color:%23000000″ use_theme_fonts=”yes”][\/vc_column][\/vc_row][\/vc_section][vc_row][vc_column][vc_custom_heading text=”Evolution of Texts Ads in Google Ads” font_container=”tag:h2|font_size:25px|text_align:left|color:%231d71b8″ use_theme_fonts=”yes”][vc_column_text]Google Ads is the fastest way to drive relevant traffic to your website or landing pages and get in front of a relevant audience. Done right, Google Ads has the potential to drive business growth and be your primary marketing channel. Besides keywords and campaign metrics, your profitability on Google Ads is determined by Adcopies. How? You might be wondering. \u201cAd relevance\u201d is one of the three main elements of Quality Score and your cost per click metric 1-point increase in quality score reduces the CPC by 25%.<\/p>\n
Google has made multiple changes year on year to the structure of a typical Search ad. There were Regular text Ads, then came larger headlines, then came Expanded Text Ads, Dynamic Search Ads and now heavyweight AI champions – Responsive Text Ads. We give a quick brief about how Google has evolved its Text Ads and maybe we can derive a \u201cWhy\u201d and \u201cGoogle\u2019s Intent\u201d along this evaluation of Google Text Ads.[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_custom_heading text=”1997″ font_container=”tag:h2|font_size:25px|text_align:left|color:%231d71b8″ use_theme_fonts=”yes”][vc_column_text]Standard Text Ads<\/strong><\/span><\/p>\n Standard text ads have evolved ever since the birth of Google. Back then, the ads were limited to 25 characters, the description lines were limited to 35 characters each, even\u00a0the URL was shortened to 35 characters when displayed. There were also conditions where the third line cannot be a CTA leading the users to the display URL such as \u201cLearn more at\u201d or \u201cClick on the link\u201d. Due to such limitations, Google had further introduced manual ad extensions.<\/p>\n Manual Ad Extensions<\/strong><\/span> These aren\u2019t the only ones available there are numerous manual ad extensions that serve various purposes. On the other hand, Google had also launched automated ad extensions. Automated extensions give more robust ads and help increase the chances of gaining new customers. \u00a0Automated ad extensions include: Consumer Rating Extensions, Seller Rating Extensions, Social Extensions, etc.[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_custom_heading text=”2015″ font_container=”tag:h2|font_size:25px|text_align:left|color:%231d71b8″ use_theme_fonts=”yes”][vc_column_text]Universal App Campaigns<\/strong><\/span><\/p>\n With an increase in the number of mobile users, Google had launched the Universal App Campaigns in 2015 which helps find new users for your app. Universal App Campaigns are restricted to only mobile apps, and this campaign lets you advertise on any Google platform such as search, display, YouTube and mainly Google Play Store. UACs are automated and help generate app installs.<\/p>\n Pros: Cons:<\/strong><\/span><\/p>\n [\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_custom_heading text=”2016″ font_container=”tag:h2|font_size:25px|text_align:left|color:%231d71b8″ use_theme_fonts=”yes”][vc_column_text]Call- Only Ads<\/strong><\/span><\/p>\n Well, as the name says so \u2018call only ads\u2019 are ads that are designed to encourage people to call your business. The basic difference between normal ads and COAs is that a normal ad leads to a certain website whereas a COA leads you to call the business. Usually, a few businesses have ads that contain text as well as a phone number to drive website traffic as well as direct calls, but some businesses aim only for driving more calls and that is when COAs are useful. But are you wondering how can you get people to click on your COA without any details? You can do it by using a strong CTA in your description, but it is important that the copy is targeted and concise. Also, you can drive more call by targeting these types of ads only to the people with high intent for getting quick answers. Google uses the duration of the call to determine whether the call led to a conversion or not. For example, you can set it up so that only calls longer than 30 seconds are counted as conversions.<\/p>\n Pros:<\/strong><\/span><\/p>\n Cons:<\/strong><\/span><\/p>\n [\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_custom_heading text=”2017″ font_container=”tag:h2|font_size:25px|text_align:left|color:%231d71b8″ use_theme_fonts=”yes”][vc_column_text]Expanded Text Ads<\/strong><\/span><\/p>\n Moving forward, on January 31st, 2017 Google had announced the end of standard text ads. Well, the name explains it all, expanded text ads are 2 times bigger than the standard text ads. ETAs help users better understand what the website offers. With the increased usage of mobiles and tabs, ETA\u2019s are omni-platform and will be displayed across numerous different screen sizes and layouts. The main features of expanded text ads are:<\/p>\n Pros:<\/strong><\/span><\/p>\n Cons:<\/strong><\/span><\/p>\n [\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_custom_heading text=”2018″ font_container=”tag:h2|font_size:25px|text_align:left|color:%231d71b8″ use_theme_fonts=”yes”][vc_column_text]Responsive Search Ads<\/strong><\/span><\/p>\n With so many users with different search intents, Google had introduced a new feature \u2013 Responsive Search Ads in July 2018. Responsive search ads are expanded texts but much bigger than the expanded text ads. If you\u2019re looking for higher click-through rates, then RSAs are the right answer. Imagine, you can create 15 headlines, and 4 different descriptions that come to 43,000 permutations, isn\u2019t that fabulous? Also, RSAs allow advertisers to enter multiple headlines and descriptions which Google\u2019s machine learning will then test, learn, and show up relevant messages to the users\u2019 search query. All that you have to do is enter multiple headlines and descriptions when creating a responsive search ad, then Google Ads will test the different combinations and find which combinations are performing well.<\/p>\n Pros:<\/strong><\/span><\/p>\n Cons:<\/strong><\/span><\/p>\n [\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text][mk_table]<\/p>\n Headline 1 Headline 2 Headline 3 Description 1 Description 2 [\/mk_table][\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]What the Evolution Indicates<\/strong><\/span><\/p>\n With the growing needs of the users, advertising always remains to be a part and parcel. Google had debuted its first advertising product 19 years ago. The goal of Google advertising has always been the same \u2013 make it easier for people and businesses to connect online. But this goal has flourished through a lot of advancements and that\u2019s because the users\u2019 demand and expectations have been changing since time.<\/p>\n Users nowadays express their intent on search engines to get the desired results and with the help of the changes taking place in Google Ads, users are able to tap into their intent across various channels. Also, it\u2019s not just the way thinking that has changed, the devices have changed a lot too. Nowadays everyone accesses everything on their mobile devices, hence Google Ads has made necessary changes that ensure ads are mobile optimized and there are fewer bounce-rates.[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]Best Practices for Google Text Ads<\/strong><\/span><\/p>\n As we have discussed how text ads remain to be a crucial aspect of Google ads, here are a few practices that copywriters can adopt. The very basic idea of Google text ads is to grab attention, communicate your message clearly and get qualified prospects to click \u2014 all while staying within character count limits.<\/p>\n [\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]Conclusion<\/strong><\/span><\/p>\n Google Ads is one of the best and most promising platforms for online advertising because it\u00a0offers assured and immediate traffic by reaching out to your potential customers. And not only does it get the most qualified visitors to your website, but it also makes sure that you get the most conversions.[\/vc_column_text][\/vc_column][\/vc_row][vc_section parallax=”content-moving” disable_element=”yes” css=”.vc_custom_1648620811312{padding-top: 20px !important;padding-bottom: 20px !important;background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}” el_class=”bt-contact-form-section” el_id=”contact-us”][vc_row row_container=”true”][vc_column][vc_custom_heading text=”CONTACT US” font_container=”tag:h2|text_align:center|color:%231d71b8″ use_theme_fonts=”yes”][vc_separator color=”black” border_width=”3″ el_width=”10″][\/vc_column][\/vc_row][vc_row row_container=”true” css=”.vc_custom_1604316096215{padding-top: 0px !important;padding-right: 30px !important;}”][vc_column width=”1\/2″ css=”.vc_custom_1604297292216{padding-top: 50px !important;}”][vc_column_text]<\/p>\n Blue Caffeine is a data-driven, performance marketing agency that uses AI, Analytics and Automation to power digital brand strategy, communications and growth for its global clientele. 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\nCall Extension Ads \u2013<\/strong><\/span> Helps you display your customer service number which can be clickable for high intent users on mobile devices.
\nLocation Extensions \u2013<\/strong><\/span> For businesses who want their users to come over to their shop or office, location extensions help add a map pin or the distance between the user and the store location.
\nSitelinks \u2013<\/strong><\/span> These extensions are one of the most commonly used ad extensions available in Google Adwords. Sitelinks are additional links that can be added to your ad that help go beyond your landing page for example, \u201cfree shipping\u201d, \u201cstore locator\u201d, \u201cget in touch\u201d, etc.
\nPrice Extensions \u2013<\/strong><\/span> Price extensions help display detailed pricing with your ads and the users can be directed to the product directly which helps reduce the time for discovery and conversion.<\/p>\n
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\nExpanded Text Ads 30 characters 30 characters 90 characters 90 characters nil
\nResponsive Search Ads 30 characters 30 characters 30 characters 90 characters 90 characters<\/p>\n\n
\nBlue Caffeine focuses heavily on the Real Estate, SaaS and Home Improvement markets.<\/strong><\/p>\n<\/ul><\/div>\n