Western PPC Specialists have noticedthat in some cases, Google has become more likely to truncate the headings and descriptions of text ads Google Ads in mobile and desktop issuance.
Digital Marketing Manager Andrea Cruz has published several examples of such
truncations on Twitter. By
According to her, earlier this request was not observed.
Google could have truncated headings and descriptions in expanded text ads before. But, according to Cruise, this has recently begun to happen more often. In this case, often in such cases, the ads do not have extensions.
Why is happening truncation?
“In some cases, the text is automatically shortened. how
as a rule, ellipsis is used for this (…). It could happen
for example, if the text has a lot of wide letters (for example, “w”) and few
narrow (“g”). Because of this, the title is longer than the available
space on small screens. If your ad uses latin
letters, it is recommended that the line should be no more than 33 characters. ”
Google does not provide such information for descriptions, and the ad preview tool does not show truncation. However, pixels are also important here.
So, the editor of Search Engine Land Ginny Marvin (Ginny Marvin) analyzed the search results for a number of queries and noted that the truncation of descriptions occurred at 84-86 characters. However, in one of the SERPs, the 91-character description was fully displayed because it included many narrow letters. So, options are possible.
Is not it
have ads been truncated more often?
According to Marvin, the impression that Google has become more likely to truncate may have arisen due to the way in which text ads are recently displayed. So, ads over organic results are now often shown with one line of description, especially on desktops.
Also of interest is the lack of extensions in truncated
announcements. Perhaps this is also somehow connected.
At the same time, at the bottom of search results (both on mobile and desktop devices), Google is inclined to show more description text and extensions than at the top of SERP.
Google is constantly experimenting with how advertisements are displayed. The appearance of advertising depends on the device, browser and other contextual signals, which are completely impossible to control.
At the same time, truncation of ads can still be regulated to some extent. To avoid such situations, you can experiment with the length of the headers and descriptions.