Changes to AdWords like expanded AdWords text ads continue rolling out as Google monitors the habits of consumers. A while back I wrote about Google changing how AdWords ads are displayed, going from the ads being at the top and on the right to being in a straight line, thus increasing the importance of being above the fold. I’ve also written about the changing habits of mobile users — everything from doing a huge amount of shopping and browsing from mobile devices and how quickly people make decisions. Consumer habits informed these Adwords changes.

The New AdWords Changes Include More Text

AdWords has followed the same format pretty much since its inception fifteen years ago: a formula of 25-35-35. 25 characters for the headline followed by two, 35 character lines for the description.

The change will allow more text, a great opportunity for compelling copy that grabs the attention of today’s online consumer who is looking on their mobile device and not interested in scrolling. The ads follow a 30 to 30 to 80 ratio. Two 30-character headlines followed by one 80-character line for the description.

Here’s what the ads look like before and after the changes.

Ad Purchaser-Friendly URLs

Google likes to make things easy. URL connected ads are a big gripe. Before, The URLs were entered manually. Discrepancies between the display, final and landing pages got the ad rejected.

What Does This AdWords Change Mean?

More text means more room for compelling copy. What’s compelling copy? Something that grabs user attention by telling them what they want to know. Consider including information about current deals, extended hours, discounts offered or anything else that sets you apart from your competitors.

Prepare

Google has not announced a specific date for the rollout but it is likely to be before the end of the year so start thinking about how the new formula can help you and think about changes you’ll make to your campaigns to get the most out of your ads.

Always keep in mind that your quality score is going to help land you the prime spots on Google. Focus on your quality score to be in competition for those top spots above the fold.

Don’t forget! Desktop changes often follow mobile changes. Get ready for those, too!