Google’s Expanded Text Ads Mean Higher Click Through Rates For Car Dealers
Did you know that Google launched Expanded Text Ads in July 2016? As of October 26, 2016, your PPC vendor will no longer be able to upload standard text ads. It’s important that your vendor has already made the switch and has tested what works with these new enriched ads.
Earlier this year, Google removed your ads from the right-hand sidebar to improve the search experience.
Little did we know, that was just the start. According to Google’s official blog, this is “the biggest change to the platform since Google introduced AdWords,” and it’s now available to your dealership.
What Are Expanded Text Ads, And How Are They Different?
Expanded text ads make the search experience easier for your customer and better for your ROI.
The new ads are larger, better for mobile, and your dealership can now use 45 more characters in the headline and description combined.
With this increased visibility, your dealership’s PPC ads are likely to see higher Click Through Rates (CTRs). In fact, early reporting suggests the changes can increase your CTR by as much as 20%.
Here are some more differences:
- Expanded Text Ads have two headline fields instead of one, offering you 35 more characters.
- The two description lines have been merged into one, and offer 10 additional characters.
- You can now customize your display URL, including 2 additional paths (i.e., /Used – /Trucks) after the root domain (www.yourdealership.com)
- Text ads are now mobile optimized.
Check out the impact this can have on your PPC ads:
How Can I Optimize Expanded Text Ads For My Dealership?
Revamp Your Dealership’s Messaging
You and your PPC vendor now have more room to really nail down how your dealership is represented in the Google Search Results Page. Verify that you’re taking advantage of the additional real estate by giving the customer as much information about your dealership up front.
Exploit The Increased Character Limit
More room = more chances to show your value to the customer. Check your ads to make sure you’re giving users a better idea of what they can expect once they click through to your dealership’s site: Do you specialize in customer service? Have a ton of new inventory? Home of the one-owner pre-owned? Have your vendor give those extra characters meaning!
Simplify The Online Car Shopping Experience Before The Click
Remember—Your Vendor Must Be Running Expanded Text Ads Before October 26, Or Your Dealership Won’t Be Able To Upload New Ads
Check with your current PPC vendor that they are already using Expanded Text Ads. If not, find out when they are planning on making the switch.
Because of their novelty, it’s vital that these new ad formats are tested, re-tested, and optimized, and that your dealership isn’t your vendor’s first “Expanded Text Ads guinea pig.”
What is your experience with Expanded Text Ads? Have you witnessed the projected higher CTR, or something different? Let us know in the comments below!
Enjoy this article? Subscribe to our blog to receive our latest articles, tips for your dealership, and more.