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]

Originally Posted by rustybrick

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]

Originally Posted by 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.

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]

Originally Posted by rustybrick

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!?!?!?!?