Ocere Blog

Update: Google Has Changed Its Old-Format Ads

[fa icon="calendar"] 03-Feb-2017 09:00:00 / by Remi Ashton

Remi Ashton

The Google AdWords format has stayed the same since the introduction of AdWords in 2000 – it’s always been 25/35/35 characters for creating each ad. But this is set to change with a roll-out of Google’s new ad format. Are you ready for the change?

What’s Changing in AdWords?

As of 31st January, the old-format AdWords ads will change. Rather than using the traditional 25/35/35 character amounts, the new ad format will be expanded. In fact, it will be 50% bigger so you can fit more text, and more information, into each ad.

What Do I Need to Do Now?

After the 31st of January, old format ads will become locked for editing which means you will only be able to enable, pause or delete these ads & will need to use the new expanded ad format when creating new ads, or making adjustments to old format ads. Google gave businesses more time to transition – the original cut-off point was in October – but you still need to take action if you work with AdWords. It is vital to start testing the new expanded ads format now.

Many businesses have been asking if they can wait until the 31st January to create expanded text ads. The answer is, it’s not advisable. You can start right now. And you benefit from potential advantages of using expanded ads right now, compared to the old format. It helps also to be able to test a variety of ads in order to see what works and what can be improved. Not all users have success first time round with the new format. It does depend a great deal on how you effectively use the extra characters and space.

Changing AdWords: Changing Strategy

Now is the ideal time to take advantage of the changes and try out to new format for your business’s advantage. AdWords form an integral part of a digital marketing strategy and it is highly important that you use them in the most effective possible way for your business needs. An AdWords review and strategy consultation with experts can help put you on the right path, particularly as these new format ads are rolled out.


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