Google Ads are constantly evolving and new ways for users to interact with ads in the search results are continually being tested. Our latest experiment with Google Ads enables users who click on your ads in search results to click on words within your ad copy.

Although the test has not yet been rolled out to all Google Ads users, it raises interesting questions regarding how advertisers should create their ad copy, target users with specific search intent, and in general, strive to increase user engagement with their ads.

What Is Google Testing?

An experiment is being tested on Google Search ads where certain words in the Description of the ad are made clickable as hyperlinks. This allows additional words in the ad copy to become click targets in addition to the existing Headline, Description, and URL targets.

It looks as though the Google Ads test is targeting keyword-relevant phrases that are descriptive of a service being advertised by the advertiser. An example of ad copy would be: “Big Sales on New Winter Coats for Dogs. Up to 50% off. Free Shipping.” In this example, the clickable phrase would be “Up to 50% off. Free Shipping.”

There is no indication from this experiment that Google is looking to send click-through traffic from descriptions to different landing pages than are already specified for the whole ad.

The limits of the test and how it can be influenced by the advertiser have not yet been defined by Google.

Why This Could Matter for Google Ads

Search advertising is a highly relevant-driven medium, and a large portion of an ad’s copy is used to describe the advertiser’s messaging and connect with the user’s search query and intents. Ads should also contain language that provides a clear call to action (CTA) to click the ad link.

It will create another opportunity for search ads to attract searchers’ attention within the ad copy. Making highly relevant words and phrases to searchers’ queries visually more prominent as hyperlinks will encourage more click throughs.

As ad copy, marketers will now have to pay closer attention to how they word their descriptions as each phrase in the copy will be looked at in terms of relevance to user search queries and how to prompt additional action from users clicking on their ads.

Could Clickable Ad Copy Improve CTR?

This could increase click-through-rate (CTR).

CTR is a commonly used metric in online advertising that measures click-through rates – the percentage of users who click on an ad after viewing it online. Google’s experiments may enhance click-through rates and offer advertisers with a fresh means to interact with on-line searchers.

By adding additional clickable elements to the ad copy, searchers will have even more opportunities to click on the advertisements that best match their search. Users are more likely to click on ads that contain phrases that match what they are looking for.

Just because the Click Through Rate increases, does not mean the quality of the generated traffic increases too. Other important aspects such as the Conversion Rate, Lead Quality, Cost Per Acquisition (CPA) have to be monitored as well.

Search Intent Could Become Even More Important

Innovative use of language within the ads would therefore become even more important. To ensure that their ads are displayed in the most effective manner, advertisers must ensure that they are optimising for search intent and that their copy is written to ensure maximum interaction.

That makes search-intent alignment particularly important.

For example, someone who is targeting multiple search terms related to different services that they offer will want their ad copy descriptions to clearly outline the different services, benefits and solutions that they offer. The wording of the highlighted phrase could also vary significantly and be highly relevant to a user’s search.

Again, strengthening search-intent alignment is important even when Google’s ranking algorithms are written to emphasize keyword presence in ad copy.

What Advertisers Should Do Now

There is no reason for you to make drastic changes to your Google Ads campaigns as a result of this experiment; use it as an opportunity to look at your ad copy and make sure it is as strong as possible.

Consider whether your descriptions:

• Clearly communicate the services or products you offer
• Match the intent behind your target keywords
• Highlight meaningful customer benefits
• Use specific rather than generic language
• Connect naturally with the landing page
• Provide a clear reason for users to take action

Strong ad copy is valuable, regardless of Google’s decision with this test.

Landing Pages Still Matter

More clickable elements don’t necessarily equal more value to the user experiencing your ads, because the user experience extends far beyond the click on your ad.

And a mismatch between ad and landing page can result in wasted spend and low conversion rates. Ultimately, every click through a search engine result page starts with a search query and then a series of ad copy messages before the click through to a click on a link to a landing page and then finally to a conversion.

Advertisers should therefore think about the entire journey:

Search query → Ad copy → Click → Landing page → Conversion

Each stage should communicate a consistent message.

Will Advertisers Be Able to Control the Links?

One of the biggest questions with respect to this experiment is:

If Google automatically chooses the most relevant clickable phrases for an ad, then the advertiser’s work around creative to drive click-throughs will need to evolve to focusing on making the entire description well relevant.

As the test progresses, we’ll be sure to update you on whether this feature becomes a permanent part of Google Ads, and what it could mean for your paid search campaigns.

What This Means for PPC Strategy

The experimental Search ad feature also symbolizes what is happening to digital advertising in general: Google is increasingly relying on automation and machine learning in order to display ads to search users in the most relevant way.

Many aspects of the Search advertising experience are controlled by the advertiser (keywords, targeting, budget, ad copy, landing page etc), while Google controls how these elements are displayed to searchers.

Strong fundamentals are always important in search. We see more and more automation in the way Google Ads ads are displayed but keywords, message, target settings, landing page and tracking are the fundamentals that every Search advertiser should focus on.

The Bigger Picture

Clickable phrases within Search ad descriptions could seem like a minor change to the Google Ads Search ad experience but it is another sign of just how fast the search advertising landscape is changing.

Even though this is a small test it is another way that searchers can be made aware of your ads and interact with them. At the same time, though, you will have less control over which elements of your ad copy are clicked by searchers.

For now, it is business as usual and advertisers can continue to build campaigns around relevant keyword topics, great landing pages and solid measurement in place.

At Creatika, we help businesses connect the Google Ads strategy to the right keywords, landing pages and conversion tracking. We also help our clients with their SEO and other online marketing activities. A change in the Google Ads environment is a good reason to take a closer look at the online visibility of your paid search activities and to check if your campaigns are generating qualified leads.

We’d be happy to help improve the performance of your Google Ads campaigns. Talk to the Creatika team about your paid search strategy.