Nice while it lasted. Google scrap the test of second description in search ads

The additional line of advertising copy is no longer going to be displayed in Google’s search results.

Earlier in 2017, Google decided to start a test allowing their AdWords advertisers to add an extra line of text to their expanded text ads. Google allowed advertisers to add an extra 80 characters to their ad copy to help increase relevant click throughs.

additional description line scrapped in google search ads

Google are now winding down this test and have decided not to roll this out to be available to all advertisers. AdWords advertisers who have been part of this test will begin to start seeing the following notification in their account:

additional search ad descriptions going away

I spoke with one of our senior account managers, Phoebe Holford. Phoebe mentioned that in some accounts that were testing the extra description text were experiencing click through rates over over 14%.

Based on that stat alone perhaps Google have been a bit hasty with scrapping this test.

You may not have known if this test was available in your account. If you didn’t know, then the importance of working with a specialist PPC management agency is very apparent. Please complete the form below for more information on how Mabo can improve your AdWords performance via a FREE account review.

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