AdWords Extended Text Ads
Unless you've been living under a rock in 2016, you have no doubt heard about Extended Text Ads. In January, everyone will be forced off the old text ads and onto the new ones. If you haven't already migrated, you missed the first mover advantage. With two additional lines of text, it's now possible to get extremely creative with your text ads. This also means that you can use proven copywriting techniques like AIDA more effectively. With all the new AdWords extensions and likely more creative ones in the pipeline, there has never been a better time to split test/MV test your text ads and really dominate the screen real estate of your search terms with your carefully crafted messaging.
Responsive Display Ads
Thankfully, we've finally seen the death of Flash in 2016. I'm grateful that Google axed it and no longer allows it as a display ad format. Thankfully, it was replaced with a plethora of new replacement ad units and one that I'm particularly excited about is the humble responsive ad. At first, I thought these little creatives were just fancy text ads and weren't worth even giving a shot. However, I was completely and utterly wrong on that. In 2016, apart from Gmail ads, the responsive ad format was the one that performed best for our clients almost universally. Unlike with ad gallery HTML5 ads(coming a close third) Responsive ads are super easy to create and edit in bulk. With AdWords Editor support, there's no excuse in 2017 to not be using these ad units. They're the lowest hanging of the fruit right now and so low, nobody is picking them!
Skydiving and travel obsessed. Director of digital marketing agency Redfly, based in Dublin, Ireland. An marketing agency that specializes in AdWords management, Google Analytics and Google Tag Manager.
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