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Adwords - format of top three ads changed

Google adwords

     
2:12 pm on Sep 19, 2011 (gmt 0)

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10+ Year Member

joined:Mar 21, 2008
posts: 5
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Over the last couple of weeks my conversion rate for adwords has dropped significantly. Ads that were performing consistently in the top 3 spots suddenly are struggling to even get clicks.

On investigating, I noticed that Google is mucking around with the formatting of the top 3 ads.

Here are a couple of formats I have seen recently in the top 3 spots:

Format 1:
Headline | Domain Name
Display URL
Description Line 1 - Description Line 2
Site Links

Format 2:
Headline - Description Line 1
Display URL
Description Line 2


My ads were originally written for the old formatting and are now not performing well. I have tried rewriting some of my ads to look better in the new format but have not been able to get back to my original conversion rates.

One problem is many of my ads bounce between spots 3 and 4 which now have completely different formatting, So an ad might look good in position 3 but suck in position 4 or vice-versa.

Not sure exactly what to do. Anyone else having similar problems or suggestions?

Thanks
3:32 pm on Sept 19, 2011 (gmt 0)

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joined:May 22, 2011
posts: 98
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These are just two versions of how your ads will appear, depending on how you use punctuation. If you want format version #1, make sure not to use a period in the first description line. If you do, AdWords will place that description line in head title.

Let me know if you need clarification.
9:55 pm on Sept 19, 2011 (gmt 0)

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joined:Mar 21, 2008
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Thanks alexsel. I appreciate the tip.