Reminder: Transition to expanded text ads before January 31, 2017

This is a friendly reminder that starting on January 31, you’ll only be able to create and edit text ads using the expanded text ads format. You’ll no longer be able to create standard text ads. While this will be the last date to create them, existing standard text ads will continue to serve.


Expanded text ads can deliver great results, particularly with a commitment to testing new creatives.
As one of the top places people go online to search for apartments, Apartments.com knows the importance of having a strong digital presence. Wanting to provide renters with even more information about its listings, Apartments.com added expanded text ads to its Search campaigns. Apartments.com’s results were strong across its campaigns. It saw 15% and 10% increases in CTRs for expanded text ads on mobile and desktop, respectively.


While making similar improvements to your ads, keep these best practices in mind:


  • Implement multiple versions of your ads. Aim for at least 3-5 per ad group.
  • Leave your standard text ads running.  You can’t create new ones, but the old ones can still serve. Don’t delete them until they stop receiving impressions on their own or the message is no longer accurate.
  • Plan to optimize your ad rotation for clicks or conversions. These options give preference to ads that are likely to perform better.
  • Focus your testing on headlines. They’re the most important part of your ads.
  • Consider shorter headlines on things like brand terms where someone might not need more info.
  • Iterate new ads based on previously successful creative. Learn from what already works.
  • Add terms from user queries and your keywords in your longer headlines whenever appropriate.


Along with those best practices, remember that after January 31 you can pause and resume standard text ads, but it’s best to create new expanded text ads.

As you prepare for expanded text ads to become the only way to create new text ads, check out our best practices guide for creating effective ads or our previously-hosted Hangout-on-Air for more advice. Take advantage of AdWords Editor, the AdWords API or the ETA Transition Helper to make these changes across your entire account.

Posted by Senthil Hariramasamy, Senior Product Manager, Ad Formats

A new guide to using audiences on Google Search in AdWords

By using Customer Match and remarketing lists for search ads (RLSA) in AdWords, you can connect with valuable, returning customers. It’s a powerful way to link intent with context as people search on Google.

We’ve published a new guide that covers everything you should consider as you connect a user’s search with what you already know about them. It covers topics such as:

  • Powering search campaigns with audience insights
  • Maximizing engagement when applying your lists
  • Taking full advantage of other AdWords tools that work well with audiences

Learn how to supercharge your search campaigns using what you already know about your users.

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Posted by Matt Lawson, Director, Performance Ads Marketing

A new guide to testing and experimentation in AdWords

Google Best Practices for AdWords

Digital marketing is always evolving. It’s crucial to evolve your approach as well. This ongoing process of optimization should be built upon a solid framework of testing and experimentation.

By using all of the tools available to you, including campaign drafts and experiments in AdWords, you can test and understand whether any proposed changes to your account will help you reach your business goals.

We’ve published a new guide that helps you understand whether any proposed changes to your account will help you improve performance. It covers topics such as:

  • Testing changes to your AdWords account
  • Creating experiments that produce clear results
  • Analyzing results to choose experiment winners

As you experiment with your own account, use this guide to take full advantage of AdWords campaign drafts and experiments.

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Posted by Matt Lawson, Director, Performance Ads Marketing

Engage holiday shoppers with Promoted Places in Google Maps

During the busy holiday season, on-the-go shoppers are using their smartphones to find the perfect stocking stuffers, festive decor and gifts for loved ones. In fact, 70% of smartphone users who bought something in a store first turned to their devices for information relevant to that purchase. One in four of them also used a map through a web browser or an app before making the purchase.1 This year, a number of brands are testing Promoted Places in Google Maps to showcase special offers and announcements to drive more foot traffic to their stores.

Some users have started seeing a limited test of Promoted Places in the Google Maps for Android app. It integrates seamlessly with the browsing experience, where places of interest are visually marked with icons to help users orient themselves and explore the world around them. With Promoted Places, advertisers can improve awareness for their stores by branding their location icons with their logo. Clicks on a business’s logo will reveal promotions such as in-store sales or new products and services to help consumers decide where to go. They can also view the business’s place page to see store hours, check live updates to Popular Times, get directions, and more.

“We’re looking forward to testing Promoted Places to help us deliver a more branded and customized experience on Google Maps. It will allow us to spotlight our latest products with the goal of driving more shoppers in-store to get the full M·A·C Cosmetics experience.”
– Laura Elkins, SVP of Global Marketing

“Innovation is part of our DNA and we’re continually evaluating meaningful and contextually relevant ways to connect with our customers. Staying top of mind, especially during the competitive holiday season, requires a mix of tried and true, including breakthrough strategies. Promoted Places in Google Maps can help drive incremental store traffic and promote Walgreens as a go-to destination for small gifts. This gives us a new and different way to highlight seasonal offerings through visuals and engaging copy. Combined with the breadth of our store locations in the community, this aligns with our goals of driving loyalty and giving customers more reasons to choose Walgreens for their holiday needs.”
– Andrea Kaduk, Director of SEM & Social

“With Promoted Places, we can enhance our presence on Google Maps and give users a glimpse of our brand and coffeehouses before they even get there. Having our logo on the map helps our locations jump out and promoting our favourite menu items gives people a reason to choose us.”
– Jamie McQuary, Senior Marketing Manager

This holiday season, Promoted Places will help businesses stand out to busy shoppers in the moments they’re figuring out where to go. We’re excited to test new experiences that help consumers discover nearby sales and promotions and allow businesses to reach more people through Google Maps.  

Posted by: Cynthia Johanson, Product Manager, AdWords


1. Google/Purchased Digital Diary: How Consumers Solve Their Needs in the Moment, May 2016, Smartphone users = 1000. Offline Purchasers = 696

Google testing an AdWords Referral Program

We’ve recently heard reports down the grapevine of Google sending out emails about loan offers for advertisers to help financing their AdWords advertising. <a href="http://searchengineland pop over to these guys.com/google-testing-adwords-loan-referral-program-with-lending-club-235232″ target=”_blank”>Search Engine Land┬áreports that this is a limited test being presented to only a few advertising partners. Note: this isn’t Google providing the lending but