[Editor’s Note] In recent weeks, Google has launched several changes to its business-focused products, including Google My Business and Google AdWords. Here are two that our readers should know about. First, our National Accounts Manager, Frank Rose, has provided some information about a new verification method for Google My Business listings. Second, Sara Mozafaripour, Sr. Digital Marketing Analyst, has the scoop on expanded text ads for Google AdWords.]
Many small business owners have experienced the frustration of creating their Google My Business listing(s). They’ve experienced navigating the tricky waters of searching, editing, and eventually verifying their business. All in hopes that consumers will find them in the search results on Google and more specifically, Google Maps. Historically speaking, once they find their business in the search giant’s database, they’d have to wait for a postcard with a pin number inside. Once they entered the pin, it would verify them as the official owner of the business. Sounds pretty basic, right? Yes, in concept it is basic, but in reality it causes problems. The postcards get lost in the mail, the receptionist throws them away, or the business owner doesn’t act quickly enough and the pin expires – bringing them back to step one. Some try to verify by phone, but you better not have a phone tree at your business because it won’t work. Another problem that’s experienced frequently — the number associated with the listing is wrong! If you can’t answer the phone, you can’t verify your listing!
Recently though, Google released an update that some will be able to verify their local listing by email. There is little information out so far on what qualifies a business to be able to verify by email. But if you do receive this option, you better have access to the email address that Google has in its database. If you don’t, it’s back to the postcard or phone call for you.
If you do receive the option to verify by email, here is the link to the Google My Business help section: https://support.google.com/business/answer/2911778?hl=en
If none of this sounds fun to you – consider having our agency help you. Our friendly Local SEO specialists are here to help. Call us at (760) 621-8034 to find out more.
Google Adwords: Expanded Text Ads
Google recently introduced Expanded Text Ads, marking the first time in years that it has fundamentally changed the familiar text ads. Expanded Text Ads are 2x bigger than the current text ads. This new ad type provides longer, more controllable messaging in your ads. Google says the new ads are designed to maximize your presence and performance on Mobile search results with a bigger headline and an extra-long description. Even though the new ads were designed with mobile in mind, these ads show across all devices (desktop and mobile), and lines of text will wrap automatically based on the size of device.
That means advertisers now have a total of 140 characters of ad copy space to use, marking the end of the current 25-35-35 limits.
Read on for a breakdown of the changes, along with some images to help with explanation.
The differences broken down:
–More text = more visibility
-Early reports indicate that Expanded Text Ads are seeing CTR increase by as much as 20 percent.
The Main Differences in Features:
This ad type has two headline fields. The second headline is concatenated to the first headline field, separated by a dash. On mobile, the combined headline fields may wrap to a second line.
Both headlines contain 30 characters each, more than standard text ads. Double-width characters such as Chinese, Japanese, and Korean allow for 15 characters.
There is now a single description line with an expanded limit of 80 characters. Truncation and ellipsification have been minimized to make ad display more predictable.
Instead of inputting a display URL for your ad, the URL is calculated from the landing page and path fields (path1and path2), that indicate to a user where they will be directed on a click. Final URL and tracking URL behavior remain the same.
The upgrade to expanded text ads will require your intervention: In many cases, the second headline will need new content, and you’ll need to decide when to enable the new expanded text ad and when to disable the old standard text ad.
To upgrade your standard text ads to expanded text ads:
- Create the new expanded text ad in a PAUSED state based on the data in the standard text ad. Take into consideration that description1 in standard text ads is 35 characters, while headlinePart2 in expanded text ads is 30 characters: If you simply copy the text from the text ad’s description1 to the expanded text ad’s headlinePart2, an error will result.
- Wait for the new expanded text ad’s approval Status to become APPROVED.
- Send an mutate() request with two operations:
Here is the basic gist of the difference in appearance:
***Google hasn’t officially revealed when all advertisers will have access to Expanded Text Ads. Keep an eye out and we’ll update when we know more details.***