On August 13, 2018, Google changed the format of the text ads as we know them in Google Ads. Since then it’s possible to add an extra headline and description to the current advertising format (ETAs). This gives you as an advertiser some extra space to convey your message to potential visitors. In addition, the space for the descriptions has increased. An example:

To summarize, the following concrete adjustments were made:

  1. The option to add a headline 3 (not obligatory). It can contain 30 characters, which is the same as headlines 1 and 2.
  2. The option to add a second description (also not obligatory).
  3. Instead of 80 characters, both descriptions can now be 90 characters long.

When all three headlines and both descriptions are used, you’ll therefore now have a total of 270 characters per ETA at your disposal.

Google has indicated that the extra headline and description will be left out if there’s no space for them, such as in Mobile ads or in the Display Network. This is something to keep in mind when creating the ETAs, by always including the important text in headlines 1 and 2 and description 1.

New opportunities in ADchieve

At ADchieve we obviously take advantage of this important development. Within ADchieve it is now possible to include the extra headline and expanded descriptions in the ad copy.

Moreover, we take into account the transition to the expanded advertising format. When changes are made to the ETA template in Ad settings, ADchieve will commonly remove the existing ads and create new versions. When adding the extra headline and description, ADchieve will once-only adapt the ETAs that are present in Google Ads already as a form of “smart” migration. So, no new ads will be created upon the first adaptation, but the ads will be supplemented with headline 3 and/or description 2.

Responsive Search Ads

Another adjustment that was made in Google is the option to use multiple headlines and descriptions. As a user you can enter 15 headlines and 4 descriptions. The idea behind this is that Google itself will then start combining headlines and descriptions and based on the results will create the best possible ad texts. This advertising format is referred to as Responsive Search Ads (RSAs). This option is now available in ADchieve as well, but you’ll have to be whitelisted by Google.