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Google extends additional character benefits using Responsive Search Ads for text ads



You get an extra headline! And you get an extra headline! Oh, and you will also get a further description.

Google will start rolling out its responsive search ads to multiple accounts in English, French, German, and Spanish, starting in September. Responsive text ads can be displayed with three headlines and two descriptions with up to 90 characters each. Meanwhile, the company expands the additional property benefits of these longer units to existing text ads.

As of this month, advertisers could add a third headline and a second description as long as 90 characters – as opposed to the traditional 80-character limit – to their text ads.

"While we work on improving responsive search ads across languages, it's important to extend the same benefit of existing text ads. Therefore, you start at the end of August, you can add a third headline and other description of your text ads, "Google ads advertised in a blog post on Thursday.

Google started testing responsive text ads this spring and announced on Google Marketing Live in July that the new ad format would roll out globally over the next few months. Unlike standard text ads, with responsive search ads, Google uses machine learning to decide which combination of headings and descriptions to display to a user. Advertisers can enter as many as 15 headlines and four descriptions.

Text ads have grown longer. Now, default text ads are originally called Extended Text Ads (ETAs). ETAer, fully rolled out in July 2016, brought the headline to two with 30 characters each instead of 25 and extended description line. As it relies more on machine learning to optimize campaigns, Google has encouraged advertisers to add three to five ads in their ad groups for more than a year now. Responsive Search Ads are aimed at facilitating advertisers workloads and giving Google systems more control and flexibility to optimize real-time ad combinations. They also require advertisers to add more confidence to the algorithm to get it right. Often easier said than done.


About the Author

Ginny Marvin is Third Door Media Associate Editor, assists with daily editorial operations across all publications and monitors paid media coverage. Ginny Marvin writes about paid online marketing topics, including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of market experience, Ginny has had internal and agency management positions. She can be found on Twitter as @ ginnymarvin.


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