Just as the numbers 4-4-2 will be immediately familiar to any soccer fan, 25-35-35 is a combination few people who’ve ever worked in PPC could easily forget.
A 25-character headline and two 35-character description lines have been the building blocks of AdWords text ads since day one. We’ve all slaved away trying to fit compelling copy into these strict limits, desperately tried to knock one character off the first description line to add a full stop at the end, scoured the thesaurus for a shorter synonym… the struggle has been real.
So it was with near-delirious excitement that we at Merkle|Periscopix met Google’s announcement in May that, after testing Expanded Text Ads in a closed beta, they would be rolling them out to all advertisers over the course of this year.
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