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Digital Marketing Archives - Pixelent

Aug 30
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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.

 

 

May 31
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5 Video Marketing Statistics … Why You Should Use Video Marketing

By Brand Strategy, Digital Marketing, Pixelent Digital, Social Media Marketing, Video Marketing, Video Production

By Johnathan Polsdorfer, Digital Content Producer

Consumers value video marketing. In fact, video marketing has become an integral part of the buying journey. Don’t believe me? The last time you made a purchase or ordered a service, did you research it first? Did any of that research include watching related videos? Unless you’re in the 5% minority, odds are that video played a role in some part of your decision making process. With video taking on an ever increasing role in the consumer’s decision making process, it’s more important than ever to be utilizing video in your marketing strategy. Here are 5 revealing statistics about the importance of video marketing.

  1. 81% of businesses are using video as a marketing tool, a nearly 30% increase since 2017
  2. 82% of businesses plan to increase their spending on video marketing
  3. Over 75% of businesses say video has helped them increases both their traffic, and their sales.
  4. 81% say they’ve been convinced to buy a product or service by watching a brand’s video
  5. 85% of people WANT to see more video from brands

So where do you land? Have you already experienced the power of utilizing video to expand and grow your brand? Are you part of the 19% not using video, but ready to take the first step?

Where you’re new to video advertising in the digital landscape or you’ve gotten your feet wet and are working on perfecting your process, there are a couple things you can do:

  1. start – you may have had a slow start, but don’t put if off any longer. Now is the time!
  2. create a strategy – this may include commercials, social media, how-to’s, testimonials, product videos, vlogs or more.
  3. implement –
  4. revise/tweak – practice pushes us toward perfect
  5. continue – don’t give up
  6. build your presence

And if you ever need help along the way, we’d love to hear from you and help you do stuff to make your business the most powerful in the world…