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AdWords Rolls Out Expanded Text Ads & Device Bid Adjustments

Posted on 7.26.2016

Google is officially rolling out expanded text ads - which they began testing in April 2015) - as well as device bid adjustments.

As you may (or may not yet know), expanded text are two headlines which each contain 30 characters, and one longer 80-character description line (which pretty much doubles the amount of ad space available for advertisers). That's big news in the digital ad space this week, particularly as Internet retailers ready their campaigns for the upcoming holiday shopping season.

Google also revealed that on October 26, 2016, advertisers will no longer be able to create or edit standard text ads. So, essentially, this is the new norm moving forward.


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Advertisers will also likely embrace the new device bid adjustments which make it possible to specify individual bids for each device type (e.g. bidding higher for desktop devices and lower for mobile). Google did encourage advertisers to use smart bidding because although device bid adjustments make it possible to optimize for greater precision, advertisers still need to use other signals which impact performance including location, time of day and the audience.

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