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Description line in Title

adwords, ad format, description, title



4:32 pm on Jan 13, 2011 (gmt 0)

10+ Year Member

I'm noticing that my competitors ads are showing up differently lately. Their description line 1 is showing up right next to the title, creating a long (70 char) clickable description line.

None of my ads are showing up like this, leading me to believe its something new in the ad setup.

I'm worried they might be generating higher CTR's than me with this new format. Does anyone know if it's possible to set up ads to display this way.


5:53 pm on Jan 13, 2011 (gmt 0)

WebmasterWorld Senior Member netmeg is a WebmasterWorld Top Contributor of All Time 10+ Year Member Top Contributors Of The Month



5:50 pm on Jan 14, 2011 (gmt 0)

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This is just the way Google displays ads above the SERPs. There's no way to control this and Google may change the way they show ads there and elsewhere. They are always experimenting with colors, fonts and other things.

For example, about three months ago I noticed ads on the right side showing the description lines together as opposed to one over the other. This to me was not that good because I create most ads that depend on line 1 being on its own over line 2. I have not had time to followup on this but they were experimenting. And that's a good thing to find out what works best.

I don't know of any setting for what you describe or any other setting to affect how ads are shown. Remember too that quality may affect how Google shows ads.


7:26 pm on Jan 25, 2011 (gmt 0)

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This will be rolling out soon. Make sure you end Line 1 of ad copy with a period or exclamation point.

Google "Longer Google Adwords Ad Headline Official" for more info.


3:16 pm on Jan 26, 2011 (gmt 0)

WebmasterWorld Senior Member netmeg is a WebmasterWorld Top Contributor of All Time 10+ Year Member Top Contributors Of The Month

Yah, you can't specify that you want your ads to display this way, but your ad may be eligible if:

#1 it's in the clear #1 ad position
#2 (as mentioned above) the first DESC line *must* end with punctuation.


6:50 pm on Jan 26, 2011 (gmt 0)

WebmasterWorld Senior Member wheel is a WebmasterWorld Top Contributor of All Time 10+ Year Member

Funny, I just headed over hear to look at this. I've got an ad that's doing this.

My ad is in spot #2 though, and they still put the first description line up in the title and made it clickable.

I think it changes the dynamics of how I would create an ad.


7:15 pm on Jan 26, 2011 (gmt 0)

10+ Year Member

Thanks for the feedback. I've noticed it happening in ads that appear top of search results, not necessarily just the first position.

I couldn't pinpoint why it happened with some ads and not others, but the ending in punctuation is something I overlooked. Testing out some new ads based on this.



7:25 pm on Jan 26, 2011 (gmt 0)

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First I heard that the description line must end with a punctuation. It does make sense however. In fact, I talk about this in my book, that you should always use proper punctuation, even on the second line.


8:28 pm on Jan 26, 2011 (gmt 0)

10+ Year Member

I've always tried wrapping the desc line 1 into line 2, so I don't have any desc line 1's that end in a punctuation.

I've always wrapped the sentence to keep the reader's eyes moving to line two.


10:11 pm on Feb 3, 2011 (gmt 0)

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The official announcement from the AdWords Blog [adwords.blogspot.com...]


11:50 pm on Feb 3, 2011 (gmt 0)

10+ Year Member

> The official announcement

Interesting. Something else to take into account when writing ads, especially those appearing above the SERPs.

Makes ads look more like SERPs as well, which is what I suspect Google is trying to do. The recent "no caps in display URL" rule also helps towards that goal.

Question to fellow Adwords experts given this development. I've for years not included www. in the display URL. For most cases, I find it improves click rates. Do you think it would now be best to include it now? The SERPs after all do have the www. in the URL.


12:33 am on Feb 4, 2011 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member

I think it's going to need some testing LucidSW. You gain an extra 4 character by leaving it so you are able to add an extra qualifier after the URL but it's not going to look as "organic". Do you want it to look organic though?

I think the best thing to do would be duplicate the ad and try both options to see how well it works in terms of CTR & Conversions.

I've already noticed CTR's increasing by around 50% on clients ads that have the new format but their conversion rates suffered by 50% too. I know it's very early days but I think this is the way it's going to go for a lot of people.

On one of my my screens due to the contrast settings, I can hardly see the colour difference in the ads and serps so if this is appearing like this to other users it's also going to have a big effect.


8:46 am on Feb 4, 2011 (gmt 0)

I've had mixed results with re-adding the www. - I guess it depends on your domain name. Obviously now that the decapitalisation has taken place there is a big difference in showing:


as opposed to


or the now-impossible


I'm sure this will affect CTR in some cases, since the URLs just look ugly when deprived of a capital letter or their www. It's probably just better to go with Google's direction and try to look as much like the SERPs as possible; the changes they've made are just pushing us in that direction anyway.


9:41 pm on Feb 4, 2011 (gmt 0)

5+ Year Member

We are seeing this now and our rep confirmed what the official post has explained, that said, we are waiting on the CTR effect, please chime in with what you are seeing out there and I will do the same, could have a MAJOR impact on our head terms so we are watching it close. If the results are better, shoot, we will be punctuating ALL our line ones.


5:18 pm on Feb 5, 2011 (gmt 0)

10+ Year Member

I did some overdue analysis on a client's campaign. I had forgotten about an ad I wrote a few months ago as a test which was the same as another except for the display URL using "www.". It's in the top 2-3 positions and getting a better CTR than the same ad without the "www.". One ad doesn't mean anything but something to ponder about.

I'm also changing some ads so that the first description line flows as a continuation of the title. I believe this will have a big impact.

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