Google AdWords: The Beginner’s Guide

Google AdWords is a staple platform for the vast majority of digital marketing strategies. However, marketers need to get things right from the outset to avoid costly inefficiencies. This guide will provide everything you need to know to get an AdWords account up and running, and set for success. The digital marketing industry has grown in tandem with Google AdWords, to the e ...Read the full article

Using Expanded Text Ads in AdWords - AdWords In Under Five Minutes

Learn about the benefits of expanded text ads, the key differences between standard and expanded text ads, and how to create them in your AdWords account! 00:00 Hi everyone, I’m Erica from the Google AdWords team and this is AdWords In Under 5 Minutes. 00:05 In this video, we'll tell you about a new type text of ad in AdWords, the expanded text ad. Expanded text ads give you more space for your ad text and are designed for optimal performance on mobile devices so you can reach potential customers when they’re on the go. We'll tell you how they work and give you some helpful tips to make the most of this new ad type. Let’s get started! 00:32 Expanded text ads are similar to the standard text ads that you’re used to, but with a few key differences. One: Expanded text ads have two headline fields instead of one. Two: The two description lines have been merged into one field. Three: The display URL shows the domain of your ad’s final URL. 00:51 Let’s go over each of these in a little more detail. First, let’s talk about the headlines. Standard text ads give you one headline of 25 characters to work with. Expanded text ads have two headlines, each allowing up to 30 characters. These headline fields will appear next to each other, separated by a hyphen. The headline may wrap to multiple lines depending on the size of the user’s screen. 1:14 Next, let’s look at the ad description text. Instead of the two 35-character description lines you get with standard text ads, expanded text ads have one 80-character description field, giving you more control over your ad’s messaging. 1:29 Finally, there’s the URL that shows with your ad, called the display URL. With expanded text ads, you no longer have to enter your display URL when creating a new ad. Instead, AdWords will use the domain from your final url and then give you the option to combine it with up to two new “Path” fields. These fields are designed to help people who see your ad get a better sense of where they’ll be taken when they click it. They can be 15 characters each. 1:54 To illustrate, let’s say you’re advertising your new inventory of men’s hiking shoes. You might want to use “Men’s Shoes” as your first “Path” and “Outdoor” as your second. So your ad’s display URL will look like this. You have control over the paths you choose; they don’t need to match the exact structure of your website. 2:13 Creating an expanded text ad is simple. Just follow the same steps to start creating a new ad and you’ll be taken right there. 2:20 Now let’s go over some tips to make your new expanded text ad effective. 2:24 Expanded and standard text ads share many of the same best practices. For example, you’ll still want to use at least one of your keywords in the ad’s text to make sure the ad is highly relevant to those who see it. You’ll also want to continue capitalizing the first letter of each word in your ad to help it stand out. 2:41 One key difference is the additional space expanded text ads give you. Take some time to rethink your ad’s messaging to make sure you’re getting the most value from this additional text space, especially your headline. Also, make sure your two headlines are easily scannable and will make sense when read separately from each other. 2:59 And finally, take advantage of the new path fields you can add to an expanded text ad’s Display URL. This offers a simple, straightforward way to give your customers a good idea of where they’ll go once they click your ad. 3:11 To learn more about expanded text ads and get more tips, check out the AdWords help center. If you have any questions about expanded text ads, post them for our experts in the YouTube comments. You can also ask a question on social media or join a discussion in the AdWords community. Be sure to subscribe to our YouTube channel to catch all the latest AdWords videos. Thanks for watching!