Top AdWords Get Longer, Leaner Look

Many noticed it last month, but Google has made it official: many AdWords placements at the top of the page will be getting extended headlines.

For ads in which each line seems to be a complete sentence, ending in the proper punctuation, Google will move the first description line to the headline, separating the two lines with a hyphen. The company says the changes will start today and the roll-out will continue over the next few days.

The company says it’s making the change after tests that showed a higher click-through rate, both for the ads with longer headlines and for the ads beside them. Around the same time Google was testing the long-headline AdWords, it also appeared to be testing a version that combined the two description lines. Presumably, the longer headline performed more favorably.

This change will occur globally — tests were seen both in the U.S. and the United Kingdom — and marketers can increase the chances of having their ads appear this way if they write creative that appears to be two distinct sentences with proper punctuation. In English, that would mean a period or a question mark.

Hat tip to John Ellis and Emma Chun for sharing their sightings of the tests with SEL.

About The Author

Pamela Parker

Pamela Parker is Research Director at Third Door Media's Content Studio, where she produces Martech Intelligence Reports and other in-depth content for digital marketers in conjunction with Search Engine Land, Marketing Land, MarTech Today and Digital Marketing Depot. Prior to taking on this role at TDM, she served as Content Manager, Senior Editor and Executive Features Editor. Parker is a well-respected authority on digital marketing, having reported and written on the subject since its beginning. She's a former managing editor of ClickZ and has also worked on the business side helping independent publishers monetize their sites at Federated Media Publishing. Parker earned a master's degree in journalism from Columbia University.