Google AdWords Features and Their Meanings

A QUICK SUMMARY: the standard text ads will no longer be accepted as of October 26. Interesting, right?

Google is rolling out “expanded text ads (ETAs)”. This global feature brings extra long ads with double headlines. Moreover, there is another feature for device bidding and responsive display ads.


As of October 26, 2016 advertisers will no longer be able to create standard text ads. This gives us all enough time to test the ETAs and see how it works for our business. We just have to make sure that we will adopt it via some A/B testing within the standard and ETAs within these 3 months.

ETAs include two headlines will include two headlines. Both of them will have up to 30 characters limit with a description of 80 characters. This is better for mobile users as mobile is still booming; they will get more information. Early adopters to ETAs say that the CTR rate doubled.
FYI, AdWords Editor and AdWords API support ETAs. For Google’s guide you can click here.


We can now set base bid adjustments for mobile devices, tablets and desktops and control that was lost with Enhanced Campaigns. These adjustments are to be set at the campaign level.
Google is also recommending advertisers not to separate their campaigns by device type.  Soon, automated bidding tools will enable you to separate devices. For now, you can set target CPA by device.

FYI, this feature is announced only. It will roll out within a few months.

Tips from Digizoom for separate device bidding

-       Double check if you really need it, it is going to complicate things if you are not sure what you are doing.

-       Make a pro’s/Con’s table if necessary, and ask yourself the benefits of all devices.

-       You might lose keyword coverage across all devices, needs to be double checked as well.

-       Think about your business goals and implement it.

-       Keep an eye on your results, ad hoc analysis will keep you safe. 


Responsive display ads will be auto generated by Google from a headline, description, image and URL provided by the advertiser. The important and new feature here is that they are now eligible for the native ad inventory that Google has started across Google Display Network publishers.

FYI, responsive display ads will serve across all devices on Google Display Network.

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