We’re proud to announce that Lighthouse8 are one of the few companies selected to beta test the coming changes announced at the Google Performance Summit in San Francisco a few weeks back. The updates include the new Expanded Text Ads feature (ETA) that will give advertisers nearly 50% more space for their ad copy, as well as massive changes to Display Responsive Ads, that will allow for a more device-specific strategy for mobile, desktop and tablet.
Updated Display Responsive Ads
To compete with Facebook, Google has been working to get a foothold in native display ads and strengthen its mobile display business for some time now. The new responsive ads solve a big problem for display advertisers: the sheer number of ad sizes and types. With responsive ads, you can create one ad that fits almost any ad space.
Responsive ads automatically adjust their size, appearance, and format to fit available ad spaces. Your responsive ad might show as a native banner ad on one site and a dynamic text ad on another, automatically transforming itself to fit precisely where you need it to go based on your targeting and campaign goals. As such, responsive ads can dramatically increase your reach and impact while also saving you valuable time. Google also announced that it is expanding the potential reach of GDN remarketing campaigns “by giving you access to cross-exchange inventory, which includes more websites and apps around the world.”
Expanded Text Ads
The expanded text ads feture is probably one of the most exiting updates to Google Adwords since the initial release of Jumpstart back in 2005. Optimized for the mobile-first world, expanded text ads are designed to maximize your presence on search results. With nearly 50% greater ad copy, this format features a more prominent headline and extra room to highlight your products and services.
Initial testing indicate advertiser benefits of up to 20% CTR uplift over existing text ads, and gives the advertiser control of a new second headline as well as longer creative messaging.
We’re allready testing theses features across 5 different industries, and will keep you posted on the results. Please contact our media team on mayday@lighthouse8 for more information around release dates & features.