AdWords Getting Large: 4 Lines

[rustybrick]

A member here send me a screen capture of an AdWords result for california weather search.

The first listing was four lines. I doubt this was a test, maybe a bug?

I can not reproduce it. But I know this member did not Doctor up the picture.



Larger Image at the blog.

[Dave]

Thanks Barry,

The first time I saw the result was on my wife’s computer from a query she made. I made her stop working and took over her computer. I did a similar query for a different state and got the same result. (Same ad, same company but different state.) It worked with state queries but not city queries. I suppose they might not have purchased city keywords.

After I was able to reproduce the result, I got excited and went to my computer so I could email you but I couldn’t repeat the result on my computer. It might be because I have a Google account and personalized home page or whatever. So I went back to my wife’s computer, did a screen capture and emailed it to you right before I left for work.

[GuyFromChicago]

Wow, that's even more ad real estate than the screen shot that was posted here.

I smell a test

[rustybrick]

Nice find GFC, that makes it look like more of a test then a bug. But why test something so bad, like that?

[GuyFromChicago]

But why test something so bad, like that?

That's a great question. I've always found shorter ad copy work better. I would say about 75% of the time I don't even use all the space they currently offer.

I don't want potential visitors to read a short novel about my site before they get there...I just want them to click on the ad because it "teased" them enough to make them want to see more!

3 and or 4 line ads would definitely give G's serps a feel of "clutter".


(FYI, I haven't been able to replicate a 3 or 4 line ad...and I've been trying )

[rustybrick]

But if folks are used to 1 liners or 2 liners and get a random 4 liner, it will draw attention to the ad.

I also could not replicate it.

[GuyFromChicago]

But if folks are used to 1 liners or 2 liners and get a random 4 liner, it will draw attention to the ad.

You bet.

My only concern/question would be is how would G determine who gets the 4 liner? If they just open that option to select advertisers that would kind of screw everyone else over who couldn't participate - it would really unlevel the playing field.

If your account gets the occasional 4 liner displayed and mine doesn't and we're competing in the same market you would have a distinct advantage over me in that space. I would expect your CTR to consistently beat mine and therefore lower your CPC/give you better positioning.

If they decided to do it I think they would have to open the option up to everyone, then randomly display 4 line ads from people who included them in their account.

I'd like to see further channel segmentation (when the hell can I opt out of displaying my ads Gmail?) before more ad copy length tests.

[rustybrick]

Right, Google doesnt allow the entry of over X characters. So I am not sure if this was a bug. It kind of had to be added to the database...

[GuyFromChicago]

It kind of had to be added to the database...

Yep, otherwise Google would have to be adding text on their own (and where would that come from???) to advertisers ads. I don't know about you but if they were adding text to my ads I would be ticked off to say the least.

[rustybrick]

I am shocked, Gary Price confirmed this is a test being deployed by Google.

How could they even possibly think about showing a 4 line ad!?!?!?!?