Monthly Archives: October 2016

Making the Most of Google’s Expanded Ad Format

When Google announced in September that it would extend the deadline for transitioning to its new expanded text ads format to January 31, 2017, advertisers likely breathed a sigh of relief. The original deadline presented a challenge for some advertisers with large accounts and hundreds of ads to update, but don’t let the extra time lull you into a false sense of security. If you haven’t updated your text ads already, we strongly encourage you to do so now, so you can take advantage of the expanded format going into the holiday season.

In case you’re not familiar with the new format, here’s a quick recap:

Standard text ads: 

One 25-character headline

Two 35-character description lines

Display URL

Expanded text ads:

Two 30-character headlines

One 80-character description lines (No more awkward copy breaks!)

Two optional display URL paths


To make the most of the new format, here are a few best practices to keep in mind:

  1. Create new ads. It will be tempting to just tack a second headline on existing ads and call it good, but don’t do it. Take some time to review what works best in your current ads, and incorporate those elements into brand new ads.
  2. Prioritize ad copy. The first headline is most important, and the first and second headlines need to work together in a way that makes sense to searchers since they are now displayed side by side, separated with a dash.
  3. Test ad variations. Leave your old ads running for a bit for comparison, and plan to add at least two to three expanded ads to each of your ad groups. Monitor clickthrough rates and conversion rates, and optimize as needed before pausing your old ads.
  4. Take advantage of the URL path fields. Include keywords to help make the ad more relevant to searchers based on their query.
  5. Re-visit your ad extensions. If you’ve been using them with the shorter ad format, some of them may become redundant when combined with your expanded ads.

Need help making the switch to expanded text ads? Give us a call or view our search advertising service page.  We’ve got it down to a science.

It’s Time To Take Back Your Lunch Break


I was driving to work last week, listening to the Elvis Duran morning show, per usual. As I was sitting in lovely Cleveland traffic, the statement “Workers only take, on average, a 28-minute lunch break,” almost caused me to spit out my coffee. My next thought: 28 minutes? People actually take a 28-minute lunch break?

Most days, whether I’m working from home or at the office, I eat my lunch at my desk. (And it certainly doesn’t take me 28 minutes.) But the more I got to thinking about this, the more it really bothered me. Maybe I’m making assumptions, but why should employees feel like they can’t take time off to eat lunch? Are we really that busy, as a society, that taking just 30 minutes is out of the question?

Let me let you in on a little secret. I’ve actually been stepping away from my computer during lunch breaks ever since I heard this last week. (GASP!) And guess what? Nothing bad has happened. In fact, quite the opposite! Stepping away from my desk has been one of the best things I’ve done! Why? Because the human body needs a break. I’m sorry to be the bearer of bad news, but you’re not a super human. You are allowed to give yourself time to not be focused on work during the day. Stepping away from your desk will allow your brain to recharge, essentially making you more creative and productive in the long run and making you happier. Who doesn’t want that?

We can get caught up in the “but I’m so busy” mindset, and yes, I’m guilty of this all the time!  Or we can decide that we owe it to ourselves to make health and wellbeing a priority.

So before you tell me I’m crazy and that you could never not work through your lunch break: Yes, I know you’re busy. We’re all busy. But are you being productive? That is the real question.

Most times, I’ve realized I’m truly not productive at lunch time. And I’m certainly not focusing on the food I’m eating or whether or not I’m full. If we can’t take a few moments to ourselves to enjoy lunch, the fuel we need for the rest of the day, then we have bigger issues.

So please, even if you take just 30 minutes- step away from your desk, get away from your screen and enjoy having a meal where you can recharge and reset for the rest of the day.