When we talk about the size of paid ad headlines, we often refer to the number of characters we have to play with, rather than the physical scale of the copy – but recent trials by Google have seen the font size for the first ad headline significantly increase. So what does this mean for PPC, and can we expect to see this turned into a more permanent feature across search results?
An Increase In Font Size For Top Ads
Earlier this week, PPC hubbub shared a tweet showing a selection of ads in the ‘top slot’ of search results, and all of which displayed a much larger headline 1 – resulting in increased prominence and a larger share of page one real estate.
It’s clear to see this is one of many Google product tests which take place on a daily basis, but the potential impact of this adjustment to ad font size has sparked discussion throughout the digital marketing industry – with PPC specialists sharing their opinion across the web.
Our Opinion
As a certified PPC agency, our ads team have also been discussing the potential impact of this update. Below we’ve listed some of our thoughts and opinions on the new larger ad headlines!
- Increased Click-Through-Rate (CTR) – With a more dominant position in search results, it’s highly likely that users would be more attracted to these ads when compared to organic listings, resulting in better CTR for these ads.
- Increased Cost-Per-Click (CPC) for Top Positions – From research, we already know that ads at the top of the page have a higher CPC. Combine that CPC with a broader product offering, and we expect competition for these top three ad positions to increase – meaning a higher overall CPC.
- Nothing Happens – This might sound a little strange, but we’ve seen time and time again where Google have trialled new ad formats/styles, but they then don’t make it to public release. We’re keeping our fingers crossed that this one gets a little more air-time, but only time will tell!
Wanting To Learn More?
If you’re interested in learning more about the power of paid-ads, feel free to get in touch with a member of our dedicated PPC team, and we’ll happily answer any questions you might have.