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Thursday, April 30, 2009

Google Reveals Technique to Increase Ad Title Length!

Posted by @ 8:15 pm

googleadwordsThere has been a bit of discussion of late about the length of AdWords ad titles with some advertisers reporting more than 25 characters being displayed in their title.

Search Engine Roundtable first discussed the issue back in March when Google confirmed there was a bug in their system which was allowing some advertisers to display more than the 25 character limit.

The latest news is that an AdWords representative has actually told an advertiser how they can make their ad title longer.

The news broke in a WebmasterWorld thread. Here is the main discussion:

Nancy99: This just in from a chat conversation with a Googler at AdWords! Was told by a specific Googler with the initials P.A. that “If you use keyword insertion in you ad text, the ad title may show more than 25 characters.”

So it seems the answer is dynamic keyword insertion. What is dynamic keyword insertion? It’s an advanced feature in AdWords which allows the advertisers to insert code into the ad text. Then when the searcher sees your ad, the keyword they used in that search replaces the code in you ad text.

This technique should be used with caution as Barry Schwartz from Search Engine Roundtable explains:

There are many issues with using dynamic keyword insertion. Specifically the ad simply might not work all the time, plus the title might not always match the ad description, amongst other issues.

So Google… is it a bug or not? If we hear anything more about this we will be sure to keep you informed.

Courtney Mills Courtney is an online marketing and communications specialist at ineedhits - a leading search engine marketing firm with over 16 years experience. Courtney has been living and breathing online marketing for over 5 years. She specializes in web and communication marketing, while providing news and opinion to online marketing communities.

View Courtney Mills's profile

Discussion (3 - comments)

Great to hear it straight.

I’ve seen this work really well for one client and another it messed up so keep testing.

Use it help your customer

By Simon - May 5, 2009

hi Courtney, i think that’s wrong – i don’t believe that using dynamic keyword insertion can allow you to show more than 25char in your headline. if really it happened, it definitely is a bug that i’m sure google will correct in no time at all.

what happens in dynamic keyword insertion is, if your keyword is 25char or less, the title will reflect your keyword as is.
if you keyword is more than 25char, the headline will reflect the ‘fall back’ headline which is indicated in your keyword insertion.

you’ve created an ad as below:
{Keyword:cheap laptop deals}
Get the latest laptop deals from us
Free shipping provided till 31July!

if you search a keyword: cheap laptop (12char)

ad that would appear will be:
cheap laptop
Get the latest laptop deals from us
Free shipping provided till 31July!

keyword: where to find cheap laptop (26char)

ad that would appear will be:
cheap laptop deals
Get the latest laptop deals from us
Free shipping provided till 31July!

By lydia ng - May 8, 2009

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