In the AdWords ad, description line 1 has traditionally contained the big benefit. The headline attracts the eye, description line 1 makes the promise, and description line 2 includes a feature and/or a call to action.
Now AdWords is experimenting with a new format for the ads that appear above the organic results: adding description line 1 to the headline.
In the AdWords blog, Google paints the difference this way:
A New Description Line 1 Strategy?
If your ad consistently shows in the high-profile positions above the organic results, you need to keep an eye on the ad format for the next few weeks.
If Google includes your ad in the new format test, then you might want to rethink the way you use that first line of description. It’s now, essentially, part of the headline, and can be used to draw the eye towards your ad and away from others.
It’s impossible, of course, to give a “one size fits all” directive on the best way to do that. But in general, I’d think about using that first description line to point out the “point of difference benefit” (thanks, Dr. Glenn Livingston) between your ad and your competitors on the search results page.
So instead of “Find Exactly the Widgets You Need,” an advertiser might say, “Titanium Widgets only – No Brass.” or whatever else would make the prospect think, “This is the one.”
John Withers of The PPC Agency points out that if you want to take advantage of this new feature, make sure your description line 1 is a distinct sentence that ends with a period. Therefore, make sure your “point of difference benefit” is punctuated as a sentence, and does not run into line 2.
Request for Crowdsourced Feedback
Are you seeing this new ad format for your search results pages? If so, please share the keywords in the comments below.
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