Yesterday (May 17 2011) Google Adwords announced the launch of another variant to the headline of your Adwords Campaign.
Following on from the recent Ad Copy amendments where Adwords were selectively showing Description Line 1 of your Ad Copy as part of the headline;
Yesterday’s announcement, which effects all global campaigns, now shows Adwords choosing high performing Ad Copy to include both the chosen headline and the website URL;
As per the initial headline changes, we can safely assume this will only impact upon high performing campaigns (i.e. high historic CTR keyword Ad Copy) and does not take effect for all Top 3 position Ads.
The Headline URL does not include “www.” or any subdirectory – it’s simply taken from your core destination domain URL and separated from your headline by a vertical bar.
It’s noted that you can now incorporate both the Headline, Description Line 1 and your URL within the Headline copy as long as the entire line is 68 characters or less. Great for those sites with a short domain name! Yet again, Adwords will have Paid Search agencies and managers re-writing Ad Copy to incorporate the new aspects of the headline. This latest amendment further enforces the removal of separation between Sponsored Ads and Organic Listings on the search results page.
Here’s an example of the latest Apple.com Ad Copy including Description Line 1 and the Domain as part of the headline along with the addition of Site Link extensions;
If you’re still continuing to focus on your keyword choice and CPC figures here’s further evidence of the need to spend more time analysing and understanding the impact Ad Copy can have on the success of your Adwords campaign. We’ll be keeping a close eye on the performance of the new Headline structure and reporting back soon!
