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AdWords Sneaky Extended Headlines

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Andy Black

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AdWords Sneaky Extended Headlines

Check out the Search Term and Ad below.

Google bolds the words in the search term. So try and put them into the ad headline.

I know I'm in top ad positions, where Ad Description Line 1 can be appended to the Ad Headline to give an extended headline.

I've taken that a step further and been sneaky:




"Dublin Washing Machine Repairs" doesn't fit into the headline max length of 25 characters.

So my Ad copy is:

Ad Headline: Dublin Washing Machine
Ad Description Line 1: Repairs - €0 Callout Fee.

NOTE: You MUST put punctuation on the end of Desc-Line1, or Google will think Desc-Line1 and Desc-Line2 are one paragraph and won't give you an extended headline.
 

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TedM

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I know I'm in top ad positions, where Ad Description Line 1 can be appended to the Ad Headline to give an extended headline.

I'm confused - Does your being in the top ad position impact this technique?

You MUST put punctuation on the end of Desc-Line1,

So, having the punctuation - a period - at the end of Desc-Line 1 is what causes this?
 
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Andy Black

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Hi Ted,

You'll only get the extended headline if your in the top ad positions (the positions above the organic results).

Annoyingly, you won't always get an extended headline. Google does it sometimes, and sometimes puts your domain name up there instead.

Yes, you have to put punctuation at the end of Description Line 1 so that Google knows it is a sentence. If you don't, then Google will assume that Description Line 1 and Description Line 2 are one long sentence, and not try and split it by putting part of it on the headline.

Go and do some Google searches and see how people are using them. In particular, in competitive markets such as insurance, where the advertisers (should) all know about extended headlines.
 

TedM

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Andy,
Thanks! I really appreciated learning this trick!
 
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Andy Black

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Does this only work for top position?

Top positions above the organic listings. There may be up to three ads in top positions. Or there may be none.
 

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