what has been the biggest change to google adwords ?

[jon henry]

there has been lots going on with adwords
what you think is the biggest change happened with adwords for the last 5-10 years ?

 

[crazyclicks]

since July 2016 adwords has introduced the ETAs or Expanded Text Ads to provide for an increase of 50 percent more ad space plus a few other exciting features as well.
in comparison with the standard text ad format
where the Expanded Text Ads has:

Two Headlines
Display URL and Path Fields
Description​

 

[carla knox]

since July 2016 adwords has introduced the ETAs or Expanded Text Ads to provide for an increase of 50 percent more ad space plus a few other exciting features as well.
in comparison with the standard text ad format
where the Expanded Text Ads has:

Two Headlines
Display URL and Path Fields
Description​

true
ETA is the biggest change to Google Adwords in probably more than 10 years

the new format gives more room for ad space which is great
however, new format also comes with new practices in order to take full advantage of them
so lots overhauling on my campaign

 

[adgenius]

Google has shifted their ads to a top 4 format to maximize profits. doing so aims to grow profits while it gets harder and harder to stay afloat
new strategies are mobile-focused and are hurting some SEM services
I'm quite dismayed by these changes but it's all about making profits and google like any other businesses will find their way to change strategies to get there

 

[jeffjones]

since the first quarter of 2016
google has been revamping its strategies
some of the biggest changes

• ETAs / Expanded text ads
• bid adjustments on mobile and tablet
• Universal campaigns for app promotion
• Google merchant (shopping feed) applications set up with BigCommerce, PrestaShop, and Magento
• True View video CTAs
• Brand Lift / Mobile location extensions and store visits measurement for display.
• Cross device remarketing lists.
• Price extensions

and of all these changes
ETAs has been (by far) the most iconic

Google’s infamous text ads just got a whole lot bigger
ETAs is their most significant change in the advertising globally for the last 15 years- a 48% increase in character length within search ad text.
the original or ‘standard’ ad copy was revamped last October 26th


compare Standard ad copy vs. Expanded Text Ads

Original or ‘standard’ ad copy
(maximum character lengths)
-headline has a maximum character length of 25
-Description line 1
-Description line 2
-Display Url have a maximum character length of 35
- ‘keyword insertion’ is used ‘{KeyWord:text}’ = 35 character length

Expanded Text Ads (or ETAs)
- have a double headline
- 2 fields of 30 characters
- large 80-character description field
- 2 fields of 15 characters relating to your display URL which emulates a URL path of /category/sub-category/ within the ad text.

for those of us who are way too busy to make/write longer ads, ETAs could mean a bit of hard work to get across brand message and value proposition.
migrating into the new strategy means
positive impact in click through rate, measurable via Google AdWords at a campaign / ad group / creative level.
influence quality scores and leverages more economical AdWords activity CPC and CPA

 

[crazyclicks]

since the first quarter of 2016
google has been revamping its strategies
some of the biggest changes

• ETAs / Expanded text ads
• bid adjustments on mobile and tablet
• Universal campaigns for app promotion
• Google merchant (shopping feed) applications set up with BigCommerce, PrestaShop, and Magento
• True View video CTAs
• Brand Lift / Mobile location extensions and store visits measurement for display.
• Cross device remarketing lists.
• Price extensions

and of all these changes
ETAs has been (by far) the most iconic

Google’s infamous text ads just got a whole lot bigger
ETAs is their most significant change in the advertising globally for the last 15 years- a 48% increase in character length within search ad text.
the original or ‘standard’ ad copy was revamped last October 26th


compare Standard ad copy vs. Expanded Text Ads

Original or ‘standard’ ad copy
(maximum character lengths)
-headline has a maximum character length of 25
-Description line 1
-Description line 2
-Display Url have a maximum character length of 35
- ‘keyword insertion’ is used ‘{KeyWord:text}’ = 35 character length

Expanded Text Ads (or ETAs)
- have a double headline
- 2 fields of 30 characters
- large 80-character description field
- 2 fields of 15 characters relating to your display URL which emulates a URL path of /category/sub-category/ within the ad text.

for those of us who are way too busy to make/write longer ads, ETAs could mean a bit of hard work to get across brand message and value proposition.
migrating into the new strategy means
positive impact in click through rate, measurable via Google AdWords at a campaign / ad group / creative level.
influence quality scores and leverages more economical AdWords activity CPC and CPA

well explained

ETAs copywriting isn't that bad

headline and description line = 60 char. (old=70 char)
new double headline advert = placing CTA in the headline is now possible

it helps to take the time to really think about additional sales messages, take full advantage of the new format - editing down and avoiding repetitions might help improve CTR


had to put my game face on to make it work in this business
best of luck

 

[kingtut]

lots has happened in adwords since 2014 or perhaps years before

no longer shows ads on the right side
launched Customer Match
Expanded Text Ads
Product status column now available in Adwords
AdWords Drafts are available
UI changes

as for the ETAs yes one of the biggest change ever
google found out that more users tend to click on ads with more description/text. compared to the standard ads, etas may receive more ctrs
could be actually beneficial to our campaigns yes, but our copywriting has to change fitting this new etas