Google AdWords recently introduced expanded text ads. Users now have the ability to have two 30-character headlines, one 80-character description line, two customizable 15-character path fields that will appear on your Display URLs automatically. Comparing these changes to the past ads, it is 45 extra characters in text and an additional URL path field.
Why are we excited about this? Because more characters = better messaging. It allows for more chances to highlight why your business is the best and provides an extra clickable headline, all while being designed to fit beautifully on the screens of many of the most popular mobile devices. Based on early testing, some users stated increases of 20% in CTR (click-through rates) compared to the previous text ads.
Focusing your headlines (the clickable space on your ads) is more important than ever with the introduction of this new Google AdWords feature. You now have double the amount of headline characters at your disposal. The quality of your headline matters and will most certainly determine how well your ads perform.