Emoji appear in Google AdWords ads titles

Last Updated: March 7, 2017

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Emoji have been spotted in the wild in Google AdWords ads titles, giving rise to speculation that this option may be rolled out globally for all advertisers soon. We have seen this before, although prior instances of emoji in AdWords seemed to be caused by a loophole that allowed certain character combinations to pass through Google checks. As such, any gains to be made from using emoji were very short-term. However, there is cause to believe that this time round, they could be here to stay. The prime instance of emoji showing up recently in AdWords was last week, when the following ad title was spotted on Google.de for the query “autohaus mainz”: Only a small number of ad titles including emoji have been observed so far, so this may just be a small test and could even be another loophole set to be closed soon by Google – although the latter seems unlikely. It seems more probable that this is an indication of an upcoming change that could have significant implications for many industries. We wrote a couple of weeks ago about Google’s decision to allow emoji in organic search listings again, hinting at a noteworthy change in stance on the use of this universal, visual language. It is expected that there will be restrictions on their appearance for organic search queries and only truly relevant searches will return these characters in their results. We tried this out with our article and, in line with what we have seen elsewhere, emoji are present within the title tag in search results: Viewed in light of what we have seen over the last few years, with the ever growing presence of paid listings in search results to the cost of their organic counterparts, it is difficult to conceive that this new functionality will extend only as far as SEO. It seems only a matter of time before this applies equally to paid search, if it has a positive effect on CTR. What impact could this have? The aspect that will enthuse or discourage advertisers will, of course, be the impact on campaign performance. In theory, apt usage of emoji could increase CTR and, ultimately, Quality Score too, so this could be seen as very welcome news. Should this be rolled out even to a small percentage of queries, it could provide a new avenue for attention-grabbing creative in an area that has lacked for invention when compared to, for example, Facebook. Moreover, bearing in mind the new, less conspicuous ‘Ad’ label, launched with the rationale that Google wants to “streamline” the number of colours in search results, it would be contradictory to launch emoji across a large swathe of results so soon. Although,…

Source: Emoji appear in Google AdWords ads titles

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About the author / 

S K Routray

S K Routray is a computer science graduate and Co founder at Gracioustech.com. He worked as a Online Marketing lead at many MNC Companies. He has passion for writing on SEO techniques, Social Media Marketing and digital marketing techniques. If he wasn’t an online marketer, he'd take his love for food and become a great chef cum hotel entrepreneur. Join NAS Writers team to write for NAS.

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