All Posts By

Emily Drumm

Google Adds Extra 110 Characters to Text Ads

By | Digital Marketing, Pixelent Digital, SEM

By Emily Drumm, Senior Paid Media Strategist

Google adds extra characters to its text ads by offering space for a third headline and a second description… but it doesn’t come without a catch.

In May, Google announced a beta-test called “Responsive Search Ads.” Advertisers in the test can write up to 15 headlines and four descriptions that Google will dynamically assemble and test to find the top-performing combinations. This beta-test is limited and is not available to every user. While Google works on perfecting it’s Responsive Search Ads they rolled out expanded text ads to all users in late August.

You may recall that Google character limits got an upgrade in 2016 where character limits almost doubled. Even longer text ads shows that Google is relying heavily on machine learning optimization to improve user experience and ad performance. Besides adding new character limits Google is pushing users to add three to five ads to each ad group. These changes are aimed at taking some of the work off of advertisers by allowing it’s algorithm to optimize combinations of text ads. It is also forcing advertisers to trust the Google machine to optimize correctly.

Example of a Google Text Ad with 110 extra characters including a third headline of 30 characters and second description of 90 characters

Google Adds Extra Characters to Text Ads with Third Headline and Second Description

 

Here are the new Google Ads character limits:

Field Max length
Headline 1 30 characters
Headline 2 30 characters
Headline 3 – New! 30 characters
Description 1 90 characters
Description 2 – New! 90 characters

 

So… What’s the Catch?

Headline 3 and Description 2 may not always show. Like Responsive Search Ads in beta, Google will test different configurations of text to improve ad performance. You may think: This sounds great! I can add more detail about my business! However, the new auto-optimized ad configurations will make it more difficult to create effective ads. Advertisers will need to ensure that their ad copy will display the right message when using any of six possible combinations of headlines and descriptions.

Want to know more? Let’s chat!

Contact Us here.

 

 

Will Google’s SSL Certificate Change Impact My Site Rankings?

By | Data Protection, Digital Marketing, Pixelent Digital, SEO

By Jen Lyttle, Digital Account Executive

Google is changing the way users view website security. As of July 2018 Google will flag websites without an SSL Certificate as unsafe on Chrome browsers. This update changes more than just how Google ranks websites on search. It impacts whether or not users view websites as safe.

Photo of locks on a fence meant to signify the security of an ssl certificate

But, what is an SSL Certificate?

SSL Certificates are small data files that digitally bind a cryptographic key to an organization’s details. When installed on a web server, it activates the padlock and the https protocol and allows secure connections from a web server to a browser. Typically, SSL is used to secure credit card transactions, data transfer and logins. Simply put – SSL certificates signify to a user that a website is safe to use because it is protecting private information.

a photo of a road meant to signify the direction users should plan to take with google's new ssl certificate requirements

How will Google’s Change Affect Me?

Google has been hinting that website security would be part of their algorithm considerations for some time but has produced nothing concrete until this year. Google owns the Chrome browser, which represents an estimated 58+% of the browser market and is increasing that share every year. This means Chrome users trust Google.

Google now alerts Chrome users when a site is not secure. This will affect a user’s choice when evaluating the safety of browsing a website – especially for new visitors. Would you continue onto a website you’ve never visited before if your trusted browser warned you it may be unsafe? Probably not. And it’s not a stretch to think that other browsers will follow suit after Chrome.

What Now?

In the age of data breaches and malware/ransomware attacks, applying an SSL has become an industry standard, and something that Google is pushing sites to adopt. We’d strongly recommend investing and applying a 2-year SSL to your domain as soon as possible. This will ensure that you don’t lose trust with first-time visitors or see any short-term losses in traffic.

Check Your SSL Certificate Here

Want to know more? Let’s chat!

Contact us here.