At its recent Performance Summit, Google announced Expanded Text ads for sponsored search results across all of mobile, desktop, and tablet.
Although this may be a relatively subtle change, expanding the headline from 25 characters to potentially two 30-character headlines gives the consumer additional actionable information, which in turn should help to drive click thru rates higher. During its Performance Summit keynote, Google has disclosed that this change can drive click thru rates higher by up to 20%. And this in turn should serve as an accelerant to paid click growth.
Greater Deployment of the Fourth Sponsored Link for Desktop
Google disclosed that the fourth sponsored link on the desktop is only being shown on a small percentage of highly relevant commercial queries. In other words it has not yet been widely deployed and likely not a material contributor to revenue growth.
