We like to inform you about two important updates regarding Google: the larger text ad formats and the possibility to get large discounts in Google Shopping:
Larger ad formats for Google text ads
Google is currently making a number of adjustments in the lay-out of its text ads. It will enable Google, for one, to show larger advertisements. As an advertiser, you can thus make your ads stand out from the crowd.
Specifically, Google can show three headlines with the ads instead of two. And instead of one description per ad, two descriptions can be displayed. In addition, the maximum length of the descriptions is increased from 80 to 90 characters.
These changes are currently being implemented in Google’s expanded text ads (ETAs). At the moment, ETAs are Google’s standard advertising format.
The adjustments are based on a different, new ad format, though, i.e. the responsive search ads (RSAs). With RSAs it is possible to enter fifteen headlines and four descriptions. When displaying the ads, Google will then experiment with different combinations. In the end, the best combination will be shown more often. The length of the headlines and descriptions and the maximum number of headlines and descriptions shown with the RSAs is the same as with the improved ETAs.
At ADchieve, we’re now in the process of incorporating RSAs. We expect to have this functionality ready by November. Initially, Google was only planning to introduce RSAs without adjusting ETAs. Now that the set-up of the ETAs will be adjusted in line with that of the RSAs, we’ll obviously incorporate these adjustments as well. An exact schedule for this update has not yet been set, but our objective is to also have it ready by November.
Discounts of 30% and more with Google Shopping
Under pressure from the European Commission, Google has to allow price comparison sites in the Google search engine’s shopping results. In practice, it concerns the same ads that were shown in Google Shopping before. Only, at the bottom of the ad there’ll be a reference to the price comparison site in question. Price comparison sites through which you can advertise in Google are also referred to as CSS partners.
Recently, Google has made it extra appealing to advertise via CSS partners. Specifically, there are two major advantages. First of all there’s the auction advantage. If you advertise via Google itself, Google must charge 10% to 20% of the bid as a management fee for itself. Let’s assume that you bid € 1.00 in Google, then that really only counts as a bid of € 0.85 (supposing the fee is 15%). In other words, if you use a CSS partner you’ll only have to bid € 0.85 for equal visibility.
In addition, you’ll receive a cash discount on your ad spend if you advertise via a CSS partner. This discount can be as high as 30%, with a maximum of € 32,000 per account per 30 days.
Discounts can thus add up considerably, making advertising via a CSS a serious option for many advertisers. All you have to do is make an administrative change and the discount will apply. Your Google Ads account will remain intact as is and nothing else will change in your campaigns, except that you’ll be benefiting from the discounts.
In addition to traditional price comparison sites, many other parties are now emerging in the market that can offer these benefits. Those parties use various revenue models. Some of them only ask financial compensation for passing on the ads. Others mainly try to collect data to gain insights about products and consumers. They’ll then use this data, for example, to retarget visitors.
The impact on ADchieve campaigns is limited. Campaigns continue to run as usual. It is possible, though, that the financial advantage will result in new targets when it comes to aiming for value/cost ratios. We’ll contact you about this.