Google Changes Search Ads On Smartphones

Chris CrumAdvertising

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Google announced some tweaks to the way it displays mobile search ads on smartphones. Beginning on October 15th, ad extensions may show instead of the second line of ad text.

Here's the before and after:

Google says the adjustments are aimed at making it easier and faster for consumers to find things while on the go.

"Description line 2 may or may not show, depending on how well it’s expected to perform," says product manager Senthil Hariramasamy. "These improvements are designed to show more relevant and useful information to your customers. Many advertisers have already optimized their ad text in a way that’s updated for longer headlines in keeping with our ads best practices, so no action is required in many cases."

Hariramasamy adds, "By showing ad extensions in this more prominent location, consumers will have easier access to information about your business, like your location and product offerings. Advertisers will see improved ad performance because you’ll be able to: Highlight featured products and services in a more pronounced way using callouts; provide useful and timely local information with location extensions; [or] take customers to relevant pages on your site, like to the sale or promotion page, with sitelinks."

Google notes that after the update, users may see a Google Maps marker that shows the location of a place as well as the URL, ad creative, and online order form, all within one ad.

Image via Google

Chris Crum

Chris Crum has been a part of the WebProNews team and the iEntry Network of B2B Publications since 2003. Follow Chris on Twitter, on StumbleUpon, on Pinterest and/or on Google: +Chris Crum.