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Premium spot...

...sloppy ad text layout

     
3:58 pm on Jan 19, 2005 (gmt 0)

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Call me old fashioned and overly fussy (it's my job), but I've noticed that when ads are shown in the premium slot there is double spacing where the two lines of body copy are formed into a single line.

To me this looks very sloppy and, in my view, it does nothing to enhance the presentation and appeal of the message given.

Has anyone else actually noticed this and is there a way of overcoming the problem?

Syzygy

4:06 pm on Jan 19, 2005 (gmt 0)

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I've seen that too and find it "ugly" as well. I vote for removing the extra space! (usually we fight for extra space :))
4:09 pm on Jan 19, 2005 (gmt 0)

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I had noticed this and too thought it looked odd. I can't think off any way of stopping it from happening, but if you end the first line of your ad in a full stop ( a ".") then it doesn't look as bad because traditionally you have two spaces after a full stop anyway.
4:31 pm on Jan 19, 2005 (gmt 0)

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..because traditionally you have two spaces after a full stop anyway.

Traditionally, yes, but it ain't necessarily so today. Double and single spacing are equally prevalent. I always insist on single spacing.

Regardless, double spacing does not sit well when it is mid-sentence.

Oh, and try posting here using double spacing in-between words...

Syzygy

4:39 pm on Jan 19, 2005 (gmt 0)

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Yeah, Google doesn't allow double spaces either. It's funny how even if you wanted to, you couldn't intentionally get a double space into your adtext!
5:24 pm on Jan 19, 2005 (gmt 0)

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It seems that they want to emphasise the break between lines. I wonder if some ads though perform better this way, even if it does look pants?
6:36 pm on Jan 19, 2005 (gmt 0)

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I've noticed this too and would be very happy for the extra space to be removed.
7:31 pm on Jan 19, 2005 (gmt 0)

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I vote for removing the extra space! (usually we fight for extra space :))

...or, alternatively, as the blue strip runs the width of the page, and the single line of ad copy doesn't (dependant upon the size of your browser window, of course), perhaps, once the double spacing has been removed, we could be allowed more text in order to fill it better..;-)

Syzygy

9:02 pm on Jan 19, 2005 (gmt 0)

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Call me old fashioned and overly fussy (it's my job), but I've noticed that when ads are shown in the premium slot there is double spacing where the two lines of body copy are formed into a single line.

Syzygy, and others - Actually, I completely agree with you about the aesthetic aspect you've all brought up. Still, I thought I'd jump in with a quick explanation of why it is the way it is. ;)

The back story: Virtually all advertisers write their ads with the 'right hand side' ad format in mind, in which they have a headline, followed by two lines of copy, followed by the Display URL.

The Editorial Guidelines allow a lot of leeway as to how the two lines of copy may be configured. A few obvious options, amongst many others would be:

1) One complete sentence on two lines.

2) Two complete sentences (or thoughts) on two lines, with a period at the end of each sentence.

3) Two complete sentences (or thoughts) on two lines, but with no period at the end of each line - and instead relying on the line break to make the context clear.

Now, throw in some variations as to what words have their first letter capitalized - and especially keep in mind those ads in which the first letter of every word is capitalized.

(Can you begin to see where I am going with this? ;)

OK, now imagine each of the above three scenarios/variations converted to a single line of copy without the double space between what were previously the first and second lines. In that case, we have the following;

1) Looks good and makes sense.

2) Looks good and makes sense.

3) Looks good, and may very well make no sense at all.

So, in order to safely 'promote' ads from the right without the double space, there would have to be a lot more rules about how the first and second lines were configured. And I'll bet that most advertisers would rather have the unsightly double space than a ton more guidelines, that might potentially limit your creativity, your CTR, and your ROI.

Makes sense?

AWA

9:05 pm on Jan 19, 2005 (gmt 0)

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Thanks for that AWA. Makes perfect sense. Some of my adverts squeeze out the full 35 characters in one sentence, and sadly the full-stop (period) occasionally has to fall by the wayside.
10:24 pm on Jan 19, 2005 (gmt 0)

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AWA, thanks for your explanation. IMHO if you removed one of the two blank spaces you would not need to change your guidelines as advertisers would soon adapt. The double spacing is affecting the rest of us who can do little about it, other than divide our ads into two sentences with full stops at the end of each line.
12:06 am on Jan 20, 2005 (gmt 0)

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Uhm, I have to disagree, AWA...

OK, now imagine each of the above three scenarios/variations converted to a single line of copy without the double space between what were previously the first and second lines. In that case, we have the following...

1) Looks good and makes sense.

2) Looks good and makes sense.

3) Looks good, and may very well make no sense at all.

In presentation terms options one and two really do not require, nor need, double spacing (in the third sense I agree, there may be no sense at all...). It strikes me, though, that this is a 'mechanical' effect - it happens just because it does.

Aesthetically the double-spacing is ugly - whether it would actually make a difference to ctr, well... that's another matter. Mind you, cock-up's in an author's article always reflects on the publisher..;-)

A minor point at the end of the proverbial day, perhaps?

Syzygy

1:04 am on Jan 20, 2005 (gmt 0)

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You'd imagine that with today's technological wonders available to us, adwords could detect if there's a punctuation character at the end of the line and format accordingly. ;-)
3:00 am on Jan 20, 2005 (gmt 0)

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I never noticed this double space until today. It's OK as long as they put my ads in that slot.

I think they make that with an intention. Most of my ads are missing a comas or a period in the first line. They're acceptable. Since I always find for extra space, I take advantage of this space.

For example:

Find Widget at BB.com
New, used, rare, out of print widget
50,000 of widget types and growing
www.BB.com

In this example, I can't use comas or period in the end the first line. The ad is acceptable. If it moves to the premium position, it becomes:

Find Widget at BB.com
www.BB.com __ New, used, rare, out of print widget _50,000 of widget types and growing

Now without space
Find Widget at BB.com
www.BB.com __ New, used, rare, out of print widget 50,000 of widget types and growing

Note _ is a space.

So, can you tell me which one is better?

I vote to keep it. You may need it some day.

 

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