If you are a frequent user of Google Search Engine which almost each and every one of is, then you might have noticed that Google has been testing their Ad section for too long now, they have experimented a lot of things in the last few things and also are planning to do a lot more with the Algorithm and also with the Display of the Page of your search. Some of the updates if you have noticed were the ad on the Right side of the Page and also the often appearance of the Ad on the bottom and top of the page. One odd experiment in the recent months was they tried to magnify the fonts of the Adwords advertisements. The paid Ads would appear larger than that of the organic result. This was based on the psychological human behavior that people tend to see the things with larger fonts first than that of the others. But after a lot of beta testing, now they have come up with an update finally. The update is based on the Content Marketing and how to express content in the Headline and description. Basically, Google wants marketers to make better and Effective Call to Action.
Google Adwords is a great challenge to all the marketers as you need to make people trust and buy from you with few characters. The word count is even less than that of the Organic search results. So if you see the organic results that are not Adwords Affiliated, they have more word limit to mention their product and service than that of the Adwords add. So it is the real test of the marketer to make people attract to the website from such less character count. But now Google has made some amends and given some leisure in the usage of character to the content marketers. Initially, the character count of Adwords was 25 characters for the Headline and 30 characters for description line 1 and 30 other for the description line 2. That give the ratio of 25-30-30 and total of 85 characters that too with space. So now the amends are made and the ratio has been changed to 30-30-80 i.e. total of 140. The difference is the headline has now been changed from 25 to 60 characters. So you get two headlines that are marked in blue color and both with a limit of 30 characters. As per the survey of Google, 70% of the people who search on Google make the click based on the Headline and don’t give more weightage to the Description. So let’s discuss what you can do with these extra characters. Google Adwords right now allows you to keep the previous version of Adwords but later this year you will need to Change it to the new format. So prepare in advance and start testing which headline works best for you.
First thing is, don’t focus on any of the keywords. As you choose keywords in your campaign and don’t need to focus on any of them in the Headline, that thing is needed if the search is organic as the algorithm fetches data with the keywords. So just focus on what can make the person searching for the keyword click on your link and not on other links. All you need to do is Deliver value to the customer and what benefits they will get if they opt for your add. So make sure you make the right choice of value you want to deliver as well as what users want from you. Make sure you don’t repeat any value and ask your marketer to do research first before writing such information. If you wish to have more expert advice on PPC and other services related to Paid marketing, just go through the website or contact us and get advice from a Google Adwords Certified Professional Mr. Darshit Patel of Nesterzweb.