July 6, 2016: So, by now, several of you have been given access to Google AdWords expanded text ads beta, which offers some really exciting and sweeping changes to the length and parameters of ad creative.
The table below tells you some key differences and advantages of expanded text ads compared to their vanilla counterpart.
Some back of the napkin math tells you that the expanded text ads have 45 more characters available for use. Since the description lines are consolidated you don’t have to do anymore word order gymnastics to get your longer words to fit towards the end of the first line of description text.
Factoring this in expanded ads give you about 50% more space in which to craft your ad messages.
So, knowing that soon all campaigns will have expanded text ads at their disposal, the question is: How can B2B advertisers best utilize the changes to craft more effective ads?
Let’s take a look: