Google Search Ads are evolving again, and this latest test may be one of the more quietly significant changes to hit the paid search landscape in a while. New Google anti-click features allow advertisers to embed descriptive links that originate directly from ad descriptions, guiding consumers to a page before they even click on the ad’s headline.
How Google Search Ads Are Testing Clickable Description Links
These types of ads promote a much more friendly method of “guiding” users, as opposed to shoving them to a page. Instead of a large block of description text, users see ads that contain descriptions consisting of hyperlinks. These hyperlinks may guide users to a page that is different than the page that the ad’s headline may lead users to.
While this method is still in the testing phase, it is an exciting development within the realm of ad design, and helps advertisers answer the question of where and how to utilize ad copy to best drive consumers.
Why Google Search Ads Are Moving Toward Richer Ad Formats
Google has used its ad spaces to promote consumer interactivity. Traditionally, Google Search ads were placed using a single empty space to house a headline, and a single space with two lines of description to house an ad’s URL. Now, advertising spaces contain sitelink extensions, callout extensions, structured snippets, and image extensions. These extensions promote ads to provide users with more context and help drive consumers to a page.
I think clickable description links would work well with the other pattern and would allow advertisers to highlight secondary offers, product categories, and support pages, without wasting a sitelink slot. Description fields have traditionally been underutilized in search ads, so this new format would help crowd more navigational value into a field that currently lacks it.
The timing is also noteworthy as Google is releasing new Google Analytics features that include campaign benchmarking. An AI will evaluate how advertisers’ campaigns perform compared to how other advertisers in the community perform. More data and enhanced ad formats generally mean that Google wants its advertisers to implement more sophisticated advertising strategies rather than simplistic ones.
What Google Search Ads With Clickable Links Could Mean for Click-Through Rates
This will likely be a useful feature. In most cases, the search ad description is a poor candidate to drive clicks as it is largely supplemental to the ad headline. But if description fields had clickable links, description fields could drive clicks. Users often make searches, but may require further prodding from an enticing description coupled with a headline.
For example, including a search ad headline with the description field and a clickable link to “free 30-day trial” may be more effective than the later landing page to drive users to Sign up.
Multiple clickable elements in an ad unit may lead to increased friction and user confusion. As it is, users have to evaluate search ads efficiently. The addition of extra interactivity means the copy has to provide more direct and concise messaging.
How Advertisers Should Think About Google Search Ads If This Rolls Out
If the test turns into a standard feature, ad copy will have to further adapt. Often, advertisers view the support-text description lines as a post-headline affirmation. As it stands, this is a reasonable approach considering that descriptions are not designed to provide any extra value. However, if descriptions begin to provide more value with extra interactivity, the text would have to provide value as a working description line and maintain the value proposition of the headline.
This presents an interesting challenge for advertisers. Marketplace demands will create a greater need for advertisers to invest in advertising. The value of the advertising qwnch will economically increase as the technology becomes increasingly competitive.
One of the more prominent trends in building ad products is allowing users to make decisions prior to a click. Following this paradigm, the presence of clickable description links is indicative of an ad product that has allowed users to make decisions prior to a click. Rather than forcing the entire user base to landing pages, advertisers will be able to decide which users are directed to FAQ pages, which landing pages, or pricing pages.
Google Search Ads and the Shift Toward User-Controlled Journeys
This resembles the path being taken in non-paid search. Users are now provided with more than one source to answer their query and are given alternate methods of engagement. The paid arm of search is now following in the same vein by offering branching options within the paid realm.
For advertisers who are now witnessing the changes in AI-optimized organic searches, this may be their first indication that the paid arm of search is bound to undergo similar changes. The former paid search model, which ensured “one paid advertisement, one outcome,” may be giving way to a model which is more user-centric and akin to a choose-your-own-adventure game.
The optimal time to prepare for any new format is prior to its general acceptance, especially when there is no external competition to worry about. If clickable description links are introduced in a general release, advertisers who test the feature will be able to assess which links drive conversions and which links do not.
Making the Most of Google Search Ads Before the Format Locks In
For now, review your Google Search Ads copy. Consider whether your descriptions provide navigation tools for users or whether your descriptions merely repeat your headlines. This self-reflection is useful regardless of whether this specific feature is introduced in the future because description copy which is focused and succinct will result in better ad performance.
For now, it’s worth auditing your current Google Search Ads copy with fresh eyes. Ask whether your descriptions are doing any real navigational work, or whether they’re just restating what the headline already said. That reflection is useful regardless of whether this specific feature ever launches widely, because tight, purposeful description copy tends to outperform filler text in any format.
