Rebecca Nava

Rebecca Nava

Content Creator

Weekly Roll-Up: Week of July 23-29

1. Expanded Text Ads Get Tested

“Some users are finding the headlines in new ETA ads are being cut off. Google is recommending to remain under 33 characters to be sure this doesn’t happen.

Search Engine Land has the full story:

As expanded text ads began rolling out, some advertisers noticed that the new, longer double headline is sometimes cut off. This can be frustrating and can have potential legal ramifications for businesses in highly regulated industries like pharmaceuticals. Here’s an example of a truncated ETA headline:

View image on Twitter

Google AdWords’ social team responded to the tweet above with a recommendation to keep the combined character count of the two headlines limited to a total of 33 characters to avoid having the second headline truncated.

On Wednesday, Google’s Cassie Hartt has followed up with clarification on this issue on the AdWords Community forum. As many pointed out in that initial Twitter thread, truncation is really about pixels rather than a specific character count. But since ads are based on characters, not pixels, to avoid headline truncation, Hartt reiterated the recommendation of 33 characters. From Hartt’s post:

Advertisers who must adhere to strict legal or regulatory ad requirements should consider creating headlines with 33 characters or less to ensure all of their ad text shows — even on the smallest devices. These advertisers should also take into consideration the size (and language) of these characters. For example, an ‘M’ takes up more space than an ‘i.’

So, if you’re including compliance-related information in your headlines, if the meaning of your headline changes when truncated, or if you just can’t stand seeing your work cut off, it’s probably best to stick with 33 characters.

Hartt added that if the Ad Preview tool shows the full headline, “it generally won’t truncate when served,” and the company still encourages most advertisers to take advantage of the full 60 characters allowed.”


2. AdWords Gets Updated to Accommodate Expanded Text Ads

Search Engine Land has the full story:

“Good news for paid search managers working to get expanded text ads implemented. A day after rolling out expanded text ads globally, Google released an update to AdWords Editor that supports the longer ads.

If you already have AdWords Editor installed, you’ll be prompted to update to version 11.5 the next time you open it. There is a new expanded text ads (ETA)section under Ads in the left navigation, located above the original Text ads setup area. The layout looks like this:

expanded text ads setup adwords editor

Google encourages advertisers to test ETAs against their existing text ads for a period before migrating completely to the new format. However, standard text ads will no longer be accepted after October 26.”

3. Yahoo Acquired by Verizon

The talk of the tech town this week was the Verizon acquisition of Yahoo. Tech Crunch has the details:

“After a months-long bidding process and many layoffs, Yahoo has finally found a buyer. Verizon (which owns AOL, which owns TechCrunch) is officially acquiring Yahoo’s core business for $4.83 billion in cash, which includes Yahoo’s advertising, content, search and mobile activities.

“Just over a year ago we acquired AOL to enhance our strategy of providing a cross-screen connection for consumers, creators and advertisers,” Verizon Chairman and CEO Lowell McAdam said in the release. “The acquisition of Yahoo will put Verizon in a highly competitive position as a top global mobile media company, and help accelerate our revenue stream in digital advertising.”

Yahoo’s stakes in Alibaba and Yahoo Japan aren’t part of the acquisition. These stakes are worth tens of billions of dollars alone. As of Friday July 22nd, Yahoo’s 15 percent stake of Alibaba represented $31.2 billion, and its 34 percent of Yahoo Japan was worth $8.3 billion. Yahoo’s patent portfolio, which is worth around $1 billion, isn’t part of the sale either. Yahoo’s Sunnyvale headquarters are part of the acquisition, a source told TechCrunch.

Yahoo will be integrated with AOL, and Verizon EVP and President of the Product Innovation and New Businesses organization Marni Walden is going to lead the process. AOL CEO Tim Armstrong also mentions Marissa Mayer in his memo though. “For me personally, I’m planning to stay. I love Yahoo, and I believe in all of you. It’s important to me to see Yahoo into its next chapter,” Mayer wrote in an internal Yahoo memo. The transaction is expected to close in Q1 2017.”

That’s all folks!



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