The longer headline’s have consisted of the existing headline plus the first line of the description, separated by a hyphen (-).

Google says: “For some ads where each line appears to be a distinct sentence and ends in the proper punctuation, description line 1 will be moved to the headline and separated by a hyphen.”

Here are the two examples Google gave:

They claim that the new advert format has increased the click through rate (CTR) in comparison to the older format. Google says not all adverts will use the new format but you can increase your chances of being included by “ensuring that each line of your ad appears to be a distinct sentence and ends in the proper punctuation (e.g., a period or a question mark).”

While I agree that the longer headline might attract more click-throughs (as they appear more like organic listings), I certainly wouldn’t rush into your AdWords account and update all of your adverts in one go. By making such a big change across your account you will affect your previous performance history and could inadvertently increase your average cost per click (CPC).

I would recommend you create a new advert variation, based on your best performing advert, and make sure your first line description is a nice succinct sentence, ending in a full stop or period.

Yet another move by Google to generate more revenue from AdWords with the aim for world domination.

Some people ask why I’m so open about the techniques I use ‘day in day out’ and I normally respond by saying that the Internet contains everything you need to know about online marketing.  But, trying to tell the difference between the valuable information and the rubbish is difficult due to the sheer volume of available data and conflicting advice. Couple this with the fact that most business owners don’t have the time to waste on such a task and you’ll start to understand why I’m so open. Hopefully you’ll find this website to be a valuable source of information which you can use in your own online marketing strategy.

Alternatively, if you would prefer someone like myself managing your online marketing strategy then please get in touch. I have a small amount of capacity in my schedule to take on another project – especially if you’re based in, or near Colchester, Essex.

This comes as no surprise as Google recommended you target “All available sites” in their Network:

For those who know the AdWords system, “All available sites” include Google’s Content Network. The content network is a great way to gain brand exposure across Google’s community of websites, but certainly not recommended if you have a limited budget and want to run a very targeted campaign.

Instead of choosing “All available sites” – select “Let me choose…” and then tick the boxes “Google Search” and “Search Partners”. Leave the content network box unticked.

The above settings will ensure your adverts only appear on the Google.co.uk domain and their  partner websites.

Google must make a lot of money from new advertisers unwittingly burning money very quickly on the content network. If Google were a little more transparent when making their recommendations it would no doubt be better for the new advertiser and more likely they would continue using AdWords instead of writing it off as unsuccessful.

Coming Soon:  Choosing the best Keywords and Match Types.

Enjoy