Think about the last time you were seeking more information about a product or a service. Where did your instincts tell you to look first? For many of us, the impulse is to head to a search engine such as Google for a quick answer. But when you type in a search bar paid digital advertisements are often provided alongside the most popular organic search results.
Digital marketers often use the power of expanded and dynamic search ads on Google. In this blog, we explain the key differences between ads and how we can leverage digital advertising to increase awareness of and drive business to your organization.
Expanded Search Ads
Expanded search ads are the more traditional form of search advertisements that Google offers. These ads rely on digital marketers to manually tell the search engine the exact text to display in the advertisement.
An expanded search campaign on Google can include three headlines (up 30 characters each) that describe your product or service. These headlines appear as clickable blue text in search results. Craft them to catch the consumer’s attention. Expanded search ads also allow for two 90-character description fields, which appear under the headlines to offer more information regarding your product or service. In addition to headlines and descriptions, expanded search ads also allow for “add-ons,” such as additional site links that can help improve click-through rates. Here is an example of an expanded text ad:
Responsive search ads are another option that often has a lower cost-per-click and yields higher click-through rates. These ads allow for more headlines and descriptions to be entered, but Google chooses which ones to show to match a person’s search terms more closely.
Expanded search ads will be discontinued on June 30, 2022. Responsive search ads, however, will remain.
Dynamic Search Ads
Visually, a dynamic search ad looks the same as an expanded or responsive one. But dynamic search ads differ greatly in the way they are crafted.
Dynamic search ads comb through the web page it is advertising to find text for the ad. Google leverages the power of its technology to pull content, keywords and phrases that are most relevant to a person’s search for use in the ad.
Dynamic search ads are only as good as the web page it is advertising. If your website has poor search engine optimization, these ads may not be as effective as they could be. In general, dynamic search ads perform extremely well, as they allow for better click-through rates and have a lower cost-per-click. Check out this example of a dynamic search ad:
Build Out Your Digital Advertising with Market Mentors
If you’re looking to begin a robust and cost-effective digital advertising campaign that provides results for your business, we can help. Our team has extensive digital marketing knowledge and keeps up with the most recent trends to make sure your resources are used in the most effective ways. In fact, our agency has a Google Partner Certification, which signifies that we have multiple team members who are certified in Google AdWords and continuously meet Google’s performance standards. If you want to learn more about our capabilities, please reach out to us today.
