Google: Your 2nd Description Line Will Start Disappearing on Mobile
September 11, 2014
Inspired by the need to make the acquisition of relevant information even easier and faster for mobile users, Google has announced changes to the way they’ll deliver ads to mobile devices.
Specifically, beginning October 15, 2014, there’s a chance that the second description line on your ads will be shaved off in favor of additional ad extensions when they’re served to mobile devices. This determination will be made in consideration with the ad’s expected CTR, as predicted by Google.
Google provided the following example to illustrate how an ad may be impacted.
Google points out that in the first ad there are three points of engagement— the headline, and the two sitelink extensions. In the ad modified under Google’s pending optimizations, there are four points of engagement, as a location extension has replaced the second description line.
Account managers don’t need to take any sort of action to ensure that this new functionality , but they are encouraged to utilize Google-sanctioned best-practiced on all mobile ads:
– Ensure the ad’s most important information is in the first line of the ad text.
– Use mobile preferred ads.
Our personal recommendation: put your strongest benefit and call to action in description line 1 to ensure that they show always, and then closely monitor your CTRs in the weeks following the change. Let the data inform how you proceed.
(featured image by Scallop Holden/Flickr)
Browse By Category
Seven insights hiding in Google’s new Christmas shopping research
In December 2017, Google released a set of statistics about the Christmas shopping season. Use these insights in AdWords to make this your best December ever.
Stop Using Google's First Page Estimates to Set Your Bids
Google's First Page Bid Estimates can't be trusted. Adjust your bid strategy based on average position and not using this metric.
Your Guide to Getting Organized for PPC Success
Organization is key to success in the PPC industry. Here is a guide to organizing your space, time, resources, and workload for efficient PPC management.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
A Reminder About Work-Life Balance
Proper Work-Life Balance Is Something Easily Forgotten. Here Is A Reminder That It's Okay To Have A Life Outside Of Work & Constantly Checking Performance.
The Advertising Principles That Guide Facebook's Decisions
Facebook highlights the advertising principles that guide their decision making in response to recent events.