Google Announces Longer Ad Titles – Finally

For the past few weeks I’ve wanted to get a post up. I kept seeing all these juicy topics run through my Twitter stream, and kept jotting down little post outlines on notebook paper (yes I still use that stuff). No matter how good my intentions were, I simply couldn’t manage to get a post up.

Last night I was doing one my late night runs through the city (which come to find out is actually a pretty safe & normal activity here in Seattle) and I was like… “I’ll write a post about how I am going to commit to getting more posts up,” thinking that would be an easy foot in the door.

Then I thought, Jesus that’s lame. No one wants to be the “I am going to…” promiser, and never deliver. So instead of writing a post about my hopes for this blog renewal, I figure I might as well jump right in.


You all see what went down today in the PPC world today? Those longer titles (that every single one of us knew was coming) finally got released today. Got to love Google and their not-so-sly way of testing things. I can name at least three Twitpics of people capturing this over the past few months.

So longer titles…let’s talk about it. What does it mean for us PPC-ers and our clients/companies?  Well more characters to start. I know all of us just took a deep breath while we had flashbacks to 26-character freakouts…eeek! Google will now be showing the first description line of our ads as the title for select ad placements (basically top position snaggers).

Why is Google doing this? Their words “we’ve seen higher click through rates.” Uhmmm, yeah duh. As we can all see these listings now look a bit more organic…pretty convenient huh? I guess all that colored background testing was getting a bit boring.

Few things to think about… (one) Google is only do this for some advertisers — at least for now, and (two) they said we can all increase our chances of being selected if our two description lines have proper punctuation and appear to be completely separate thoughts/lines. I kind of like this passive aggressive way of Google reminding us to adhere to the guidelines and provide a legit search experience.

I also enjoy the fact that those advertisers doing bulk ad uploads which result in awkwardly worded ads might actually be hurt a bit by this. Well maybe not since we know this will eventually roll out across all advertisers, but a girl can dream.

Anyway, my thoughts? I’m stoked. Simple titles like {site – Official Site} can now have a bit more pizazz and work for those longer brand names. Also, I can start playing with brand bylines as titles. Not to mention, this is a simple reminder that our “restrictions” are only restrictions as long as Google wants them to be. I like to see these changes rolled out.

At the very least it reminds me we still have people at Google testing out layouts that might actually help us brand effectively, and not just help them fool searchers into clicking (and subsequently blowing through my budgets).

Okay so those are my thoughts on today’s news. What you all thinking? Anyone against this? You guys over it, since we broke the story two weeks go? Or should we all go back to bitching about the lowercase display URL issue? Because, that one still ticks me off.

  • Lucas Ng

    It’s cool for the copywriters and anyone into tweaking their creatives (which should be everyone who manages Adwords).

    While it may not be ‘fooling’ searches into clicking on the ads, it sure is more eye-catching than the old ad and will surely draw even more traffic from the natural results :)

    For Google, C.R.E.A.M!

  • Dan Cristo

    Ah, Google. Why don’t you just hide the paid ads in the organic listings like we all know you want to.

  • joanna

    @Dan… ha, soooo true. I like to think they have a calendar in a room somewhere with another 3,430 announcements about random things that bring us closer to the day they announce they are charging by the word listed on Google ;)

  • Matt Hopson

    I’m glad that it’s not just me who is beginning to get a little bit suspicious about all the Google ‘enhancements’ they keep making to our PPC ads :)

    I wrote a piece that pretty much covers the same idea about Google blurring the line between PPC & the natural listing. Take a look:

  • Robert Brady

    Google should design a little shuffler algorithm that mixes up the paid and organic results randomly. Then they can see what positions maximize their revenue. This would also double as a means of getting SEO and PPC to play nice because you could actually buy your way into the first page of natural results. You listening GOOG?

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  • Adam Green

    I’m game for bitching about the lowercase display URL issue!

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  • Mavis Flixar Ohrum

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