AdWords Will Drop 2nd Line of Ad Text for Ad Extensions on Mobile

Google has announced an improvement to the way mobile search ads appear on smartphones in order to show more relevant and useful information to customers.

Starting October 15, Google says ad extensions may be displayed instead of the second line of ad text on its mobile search ads and the second description line may or may not show, depending on how well it is expected to perform.

Google uses the example of a florist. Previously, consumers who searched for “flowers” on saw the ad below on the left, which shows the business’ URL, two lines of general information, and a link to place orders. After the update, however, potential customers may see a Google Maps marker that shows the location of the flower shop, in addition to the URL, ad creative, and online order form.


“By eliminating the second line of ad text, we give businesses another point of engagement with customers in their ads – in this case, it’s the additional location extension,” writes Senthil Hariramasamy, product manager at AdWords, in a blog post. “With just a single click on their smartphones, consumers can now directly engage with Flowers Forever in three ways: they can visit the mobile website, place an order, or get directions to visit the store.”

In addition, Google says showing ad extensions in more prominent locations will give consumers easier access to information about businesses, such as location and product offerings.

As a result, Google says advertisers will see improved ad performance because they’ll be able to highlight featured products and services in a more pronounced way using callouts. They’ll also be able to provide useful and timely local information with location extensions and to take customers to relevant pages, like to the sale or promotion pages, with sitelinks, Google adds.

According to Google, many advertisers have already optimized their ad text so it is updated for longer headlines in keeping with Google’s ads best practices.

However, Google says it’s always a good idea to keep these mobile ads best practices in mind: Ensure the most important information is in the first 35-character line of ad text; enable all relevant extensions to help consumers find information faster and increase clickthrough rates; and use mobile preferred creatives to help consumers quickly and easily take action while on the go.

Google also says advertisers may opt out of this offering via a form on this Help Center article.

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