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That’s right!

Google has introduced a new way of displaying text ads in the top paid search positions.

All you have to do is:

  1. Get your ad to rank in the top positions above organic search results (position 1, 2 or sometimes 3)
  2. End the first description line of your text ad in some kind of punctuation

This new feature will pull the text from your first description line and plant it along side the headline of your ad. Google will do this automatically as long as the above criteria are met.

Why would Google make this change?

My guess is, well… money. This will encourage more advertisers to bid higher as the top ad positions could now be considered even more desirable.

How will this affect your ad campaigns?

For starters, you can approach writing ads a little differently.  Make sure you have punctuation in the first description line for ads that are ranking high.  You can consider writing your headline and first description line as one cohesive sentence. However, this could turn out badly if your ad doesn’t rank above the organic search.

One possible positive outcome from this new feature is that your ads can more closely resemble organic search results. This could potentially improve click through rates.

Also, this brings about new implications for DKI {Dynamic Keyword Insertion}. Play around with this, and see how your ads perform.

Good luck!

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