The market for mobile devices is growing very fast. More and more users are accessing the Internet with either their smartphone or tablet – a circumstance which advertisers must consider in their strategy. In order to display properly on smaller screens, ads need to be optimized for mobile devices. Google is planning to improve the appearance of mobile search ads on mobile devices even further. In the future, mobile users should be able to find the information they are looking for even easier and faster. As on the 8th of October 2014, Google will change the rules for mobile ads in the search. The second text line could possibly be erased in order to make space for ad extensions. According to google, only if the second line of text has been classified as powerful, it will actually appear in the ad.
New appearance of mobile ads
This change in particular guarantees a better use of the limited space on mobile devices. Potential customers should be provided with the most relevant information in order to achieve higher click rates for ads. Instead of the second text line of the ad there will be an additional ad extension and three suspension marks at the end of the first text line. Google is showing the change in the following example:
Recommendations for maximizing the potential of mobile ads
In order to meet the specific requirements for mobile viewing even more precisely in the future, the following points should be considered:
- The most important information should be placed in the headline and first line of text,
due to the fact that the second line of text could be replaced by ad extensions in the future.
- All relevant ad extensions (e.g. sitelinks, location extensions or callout extensions) should be activated to improve the performance of the mobile ad (e.g. to increase the click-through rate).
- Using mobile-specific messages in order to be more relevant for mobile users.
Account Managers are about to face the challenge of displaying the customers intention in the text of mobile ads with less available characters and as short and precise as possible in the future.
Deactivation as a possible option
According to Google, the change made for mobile text ads can only be deactivated via a form from the 15th of October 2014. By the deactivation the second line of text therefore must not be removed in order to make space for advertisement extensions. However Google explicitly points out, that the deactivation may negatively affect the clicking rate of ads, due to the fact that the second line of text is not going to be replaced by a more powerful ad extension.