Trillions of searches are made on Google each year, and about half of these searches are made from smartphones. With smartphones becoming more and more relevant in today’s society, Google is constantly making changes to keep up.

One of these changes includes Expanded Text Ads for Google AdWords, which has been already released. What are the changes that come with Expanded Text Ads, and what will they mean for you and your company?

With the Expanded Text Ads, you now have 47% more characters at your disposal, for a total of 140 characters. Google explains that this expansion will allow businesses to “showcase more information about [their] products and services before the click.”

These extra characters come from:

  • Larger headlines. Instead of one 25-character headline, you can now have two 35-character headlines.
  • Longer description line. The old double 35-character description line will be replaced with a single, consolidated 80-character description line.

There will also be changes in the URL display. AdWords will automatically extract the domain from the final URL and will also allow businesses to customize the URL path.

Early tests show that this increase in text will also increase click-through rate (CTR). Google reports that CTR increased as much as 20%.

You now have until January 31, 2017, to make the transition to expanded text ads (instead of the original date of October 26, 2016). This means starting on January 31, 2017, you’ll no longer be able to create or edit standard text ads — you’ll only be able to create and edit text ads using the expanded text ads format. Existing standard text ads will continue to serve alongside expanded text ads.

Months ago Google first announced this change just a few months after it had removed right-side ads. Both these alterations have been made to make the Google experience consistent across all devices. This is the most Google has changed AdWords ever since AdWords was created 15 years ago.

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