Google AdWords Beta Invite: Longer Ad Text

Got an invite today from Google AdWords to participate in their longer ad text Beta program.

Basically what this means is that they are running a trial where instead of a maximum of 70 characters in the ad description field you can now have up to 200. The title, display URL and destination URL all remain unchanged.

Google have only given me the option of using this new format on one ad group, which they have picked for me. They say the trial will start in mid August and continue into October. They will alternate my ads between the standard one and the longer one and then compare CTR rates.

All well and good but is this a good idea? I'm pretty split down the middle I'm afraid.

On the one hand I know that most people searching the web have the attention span of a gnat (me included) and a short punchy ad is just what is needed to grab your attention.

On the other hand a longer description gives you more opportunity to pre-sell and hook the viewer in.

Hmmm, tough one. Anyway I've submitted my ads so let's see how things go once they go live. Will keep you posted.

What I'm listening to right now: Jay Z - "Ain't No Playa"