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Google’s Latest PPC Changes – Mobile Ad Copy & Ad Extensions

Google’s Latest PPC Changes – Mobile Ad Copy & Ad Extensions

Mobile Design

Unless you’ve been living under a rock the last few years, you’re well aware of the constant changes made by Google on the Paid Search Advertising frontier.

Changes are often known on organic search – algorithm updates, (not provided) keyword data, and most recently, the end of true exact match keywords have all caused quite the stir (though, we embrace the changes at Forthea) in the digital advertising community.

One of the more recent announcements Google has made in the PPC space is the addition of ad extensions to the ad rank formula. We’ve got a hunch that this was due to the fact that ads are clicked far more often when accompanied by ad extensions (sitelinks, call outs, click to call, get directions etc.).

Most experienced PPC advertisers scoffed at the update because they’re already taking full advantage of ad extensions and the effect they have on a client’s SERP real estate. So what gives?

Well, now we know that was just part one of the updates.

Google recently announced part two – the second line of mobile ad copy will (not every time) be replaced by ad extensions.

In addition to making sure PPC advertisers are utilizing ad extensions to the fullest extent by having mobile specific ad extensions, it means there will be more emphasis placed on the first description line when writing mobile ad copy.

Rather than griping about the changes, Forthea embraced the update and we found ourselves ahead of the curve.

Shortly after the announcement, we began rolling out new and improved mobile ad copy and ad extensions to test. Initial results show great improvements on mobile CTR and a substantial increase in phone calls leads.

Do you have questions about the update or need help building a new mobile PPC strategy? Read about how most pay-per-click campaigns fail, see what works for you, and give us a call.

Davis Baker
Davis is the PPC Team Lead at Forthea and a digital advertising veteran of six years. Outside of the office, you can find Davis running, riding his dirt bike, or searching for the perfect cup of coffee (freshly ground and brewed with a French press. Anything less just won't cut it).


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