Vastly larger text ads, both in content and the real estate they occupy, have made their way to Google and Bing. Ads can now have up to three, 30 character headlines and two, 90 character description lines. Along with ad extensions, the entire ad unit is now an even greater pitch than ever before for users to click. Making the right use of this extra ad space is crucial to gaining the right clicks. Though advertisers have always used the latest and greatest features, these larger text ads present an excellent opportunity to include additional pertinent information in your copy.

2. Building & Navigating The New
Expanded Search Text Ads
Matt Umbro - Associate Director of
Search at Hanapin Marketing

3. About Me
@Matt_Umbro

4. @Matt_Umbro

5. Agenda
● Today’s Text Ad
● What Does The Data Say?
● Takeaways

6. Today’s Text Ad

7. Current Format
@Matt_Umbro

8. Legacy Format vs. Current Format
@Matt_Umbro

9. 3 Headlines Isn’t Necessarily A New Format
@Matt_Umbro

10. Ads In The Wild
@Matt_Umbro
Headline 1
Headline 3
Description 1 Description 2
Headline 2

11. Ads In The Wild
@Matt_Umbro

12. Keep In Mind...
@Matt_Umbro
● 3 headline ads show sporadically on google.com
● 3 headline ads are more apt to show on Search Partners
● The fewer the total headline characters, the greater the
potential for 3 ads to show (especially on mobile)
● Both description lines tend to show often, even if 3
headlines aren’t being utilized

13. Keep In Mind...
@Matt_Umbro

14. What Does The Data Say?

15. Ad Type Breakout
@Matt_Umbro
● Property management company
● Data is from roughly 200 accounts
● Timeframe for the data is 10/1/18 - 2/10/19
● Over 20,000 expanded text ads and new expanded text
ads ran during this timeframe
● Ads were set to “Optimize”
● Various automated bidding strategies were utilized

16. Ad Type Breakout
@Matt_Umbro

17. Ad Type Breakout
@Matt_Umbro

18. Headline 2 Text
@Matt_Umbro
● Features/Benefits - “Brand New Luxury Apartments”
● Promotions - “Enjoy 1 Month Rent Free”
● Call To Action - “Schedule Your Tour”
● Ad Customizers - “Apartments Start At $2,000”

19. Headline 2 Text
@Matt_Umbro

20. Headline 2 + 3 Combinations
@Matt_Umbro

21. Headline 2 + 3 Combinations
@Matt_Umbro
● Ad Customizers - Call To Action - “Apartments Start At $2,000 - Schedule
Your Tour”
● Call To Action - Features/Benefits - “Schedule Your Tour - Brand New
Luxury Apartments”
● Features/Benefits - Promotions - “Brand New Luxury Apartments - Enjoy 1
Month Rent Free ”
● Promotions - Ad Customizers - “Enjoy 1 Month Rent Free - Apartments
Start At $2,000”

22. Headline 2 + 3 Combinations
@Matt_Umbro
Top 5 Conversion Rate Combinations

23. Headline 2 + 3 Combinations
@Matt_Umbro

24. Headline 2 + 3 Combinations
@Matt_Umbro
Bottom 5 Conversion Rate Combinations

25. Headline 2 + 3 Combinations
@Matt_Umbro
Top 5 CTR Combinations

26. Headline 2 + 3 Combinations
@Matt_Umbro

27. Headline 2 + 3 Combinations
@Matt_Umbro
Bottom 5 CTR Combinations

28. Description Lines
@Matt_Umbro

29. Something Surprised Me...
@Matt_Umbro

30. Character Count
@Matt_Umbro

31. Character Count
@Matt_Umbro

32. Character Count
@Matt_Umbro

33. Takeaways

34. All New Ads Should Utilize 3 Headlines & 2
Description Lines
@Matt_Umbro

35. Include Your Call To Action In Headline 2
@Matt_Umbro

36. Write 2 Description Lines - Even If They Are
The Same For Most Ads
@Matt_Umbro

37. Overall Headline Length Matters
@Matt_Umbro

38. Thank you!
● matt.umbro@hanapinmarketing.com
● @Matt_Umbro
● LinkedIn - Matt Umbro