Google can automatically make your top ranked Adwords ads more attractive to searchers – Your Adwords ad’s description line 1 can be moved up to append in your ad’s headline/title.
Top ranked ads appear above the search results, often with the headline followed by one line that joins Description Line 1 and Description Line 2 and then the display URL. In some cases, if Description Line 1 is a sentence (ending in appropriate country-specific punctuation), that line can be added to your ad’s headline, separated by a dash.
How Does Adwords Longer Ad Headline/Title Appear?
When Adwords longer ad title appears, the original headline/title is immediately followed by description line 1 (in the same line), separated by a hyphen symbol.
An example with Booking.com which was ranked above Google’s organic search results:
Before Google applies Adwords longer ad title:
No reservation fee.Pay at check-out Save up to 50% on your reservation.
After Google applies Adwords longer ad title:
Hotels: Booking.com - No reservation fee.Pay at check-out
Save up to 50% on your reservation.
The display URL of your site may also appear within the ad headline/title:
When there’s enough space, we may also add your domain (taken from your ad’s display URL) to the first line of the creative. The domain will be separated from the text by a vertical pipe (“|”). So, if your display URL is www.example.com, your ad might look something like this:
Airfare sale - Low rates from SF | example.com
Test Results on Adwords Longer Ad Headline/Title
RKG Blog tested Google Adwords longer ad headline/title and shared the results:
- The longer ad headline/title format makes the ads look more like organic search results which makes searchers less likely to click on another Adwords ad that contains mostly promotion ad copy.
- Brand/Trademark keywords: CTR has improved from 3% to 25%.
- Non-brand/Non-trademark keywords: CTR has improved 7%.
Eligibility to Adwords Longer Ad Headline/Title
The longer title/headline can only be applied to the top 3 ranked Adwords ads. To ensure your ad appears within the top 3 positions, improve Google Adwords Quality Score.