"Let's use extended texts ads from January 31, 2017" it starts in this way the mail that Google has sent to all the Google Adwords advertisers. Let's see what does it mean and how to go on.
What are extended texts ads?
They follow a new format and they have new features:
1. they are created already optimized for mobile, so it isn't necessary to create the ads for mobile version. The system will modify the ad format independently from where it start the research;
2. there are 2 title of 30 letters each, instead of 25;
3. there is only a descriptive field of 80 letters.
From January 31, 2017 will not be possibile to modify standard ads texts. The ones still actives after that date will be deprecated and not published, so Google suggests to create new extended texts ads to put near the "old texts ads". It will not be possible to create new or modify standard ads, but you could put them in stand by and use extended ads already approved. Furthermore, you will have time to prove and find the better kind of ads texts for your needs and goals.
You can decide to modify them and automatically they will be transformed into extended texts but, it could happens that your ads will not be published for about 24h - the time necessary for the revision.
If you wait the last minute to substitute the ads, it is possibile to have a drop in performance because it needs time to find the correct ad to replace the old one. If you use this period of co-existing ads, there will not an increased traffic because it is showned only one ad at a time. The costs remain the same: the budget is fixed during the campaign, the payment depends Always on the ad click considering the keyword CPC.
The extended ads are better because they allow you to describe in a complete way the services to the users, and in this way the user will click on you ad only if really interested. So, we allow to use all the available letters on the new texts ad version because they allow you to improve the quality percentage of the keywords and - definitely - a decrease in costs.