Are your Google text ads truncated? Here's what to consider

This week, Andrea Cruz, head of digital marketing at KoMarketing, noticed that the titles and descriptions of the text ads were interrupted and wondered if it was a new version. often. But now, I can easily reproduce the type of result that Andrea has seen, including in the first text ad slot, as in the example below.

The titles and descriptions truncated in the expanded text ads are not new, but it may be that they have been happening more often lately with some ad rendering, which often n & # 39; 39, include no ad extension.

Why Truncation of Announcements Happens

One thing to keep in mind is that truncation is about pixels rather than a specific number of characters and that larger characters use more pixels. In 2016, when extended text ads were introduced Google said advertisers should consider to limit the length of the title to 33 characters to prevent them from potentially truncating. It's still the suggested length in the help center even since Google added the third title option:

"In some situations, Google Ads needs to shorten your text, usually with an ellipsis ("…") This can happen if your ad text frequently uses larger characters (such as "m") instead of narrower characters (such as "i") because the title text might be wider than the available space on some browser sizes.With most Latin languages, you can avoid this effect by limiting the total number of characters in your line to 33 characters. "

In addition, if the preview of the ad in Google Ads displays the full title, it usually indicates that the rendering will be complete. [19659006] For descriptions, Google does not give specific instructions and the preview tool does not display any truncation. Again, the pixels will be of importance. In several results that I examined, the truncation of description occurred between 84 and 86 characters, but a description with 91 characters displayed in full on a line because it contained many narrow letters.

] more often?

It may seem that truncation occurs more often because of the way Google often displays text ads now. Text ads above organic results often appear with a single line of description, especially on the desktop.

Consider this screenshot of a results page for the "auto loan" query captured last year in July 2018:

A Google search result. as of 2018.

Now, let's compare that to a results page posted today where ads in the two-to-four positions only have one description copy line (the description of the last ad is truncated) and no ad extension below:

In today 's results, only the first ad displays ad extensions. The other ads show only a copy line of the description.

I see this shorter ad appearing regularly in various queries, especially on the desktop. And the lack of ad extensions is interesting. Ads at the bottom of the page on mobile devices and desktop computers typically display more description and extension copies than ads located above organic results.

Ad rendering changes are constant

Google continually tests how it displays ads. , even in the same page of results. In the mobile example below (as of today), note that Expedia advertising in the second position has a description that is truncated and that no Advertising extension does not show up with it.

After updating this page of search results later in the day, Expedia's advertising, still in the second position, appears with a description followed by caption extensions and a application extension, while the Hotwire announcement in position three appears with a description only.

We do not have control over how Google chooses to display our ads. search result to the next, and it varies by device, browser and other contextual signals. It also decides when and what ad extensions display. But we have some control over truncation. If you want to prevent your titles and descriptions from being cut, do some length testing.

It may be more interesting to look at the frequency of display of ad extensions. Nowadays, it is interesting to see that simpler advertising treatments exceed organic results.

About the Author

Ginny Marvin is the editor-in-chief of Third Door Media and manages the daily editorial operations of all our publications. Ginny writes on paid online marketing topics, including paid search, paid social networks, targeted posting and retargeting for Search Engine Land, Marketing Land and MarTech Today. With over 15 years of marketing experience, she has held senior management positions in both in-house and agency management. It can be found on Twitter under the name of @ginnymarvin.

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