A new Google Search ads format lets users click highlighted words in your ad copy. Here's how it changes what you write and how people engage with your listings.
Google is experimenting with a new Search ads format that turns selected words and phrases in your ad description into clickable hyperlinks. PPC marketer Nayan Prakash spotted the test, which shows certain keywords highlighted and made interactive within the ad copy itself. When a user clicks one of these embedded links, they land on the same destination as your main ad headline.
Right now, Search ads live or die on the headline and the call-to-action button. The ad description is mostly static text. This test gives users another reason to engage, they can click any number of highlighted phrases and reach your landing page without hitting the obvious buttons.
More click opportunities mean higher click-through rates. Google's algorithm rewards CTR with better ad rank and lower cost per click, so if this rolls out, your ad spend becomes more efficient if your copy is written right.
But there's a catch: you have to earn those clicks. A random phrase in your description won't convert. The highlighted words need to match what your customer is hunting for and connect to what's on your landing page. Otherwise, you'll burn budget on clicks that don't lead anywhere.
Don't overhaul your ads today, this is still a test. But start thinking strategically about which keywords deserve top real estate in your descriptions. When Google rolls this out broadly, the first advertisers to optimize for it will steal clicks from competitors who didn't see it coming.
We watch for changes like this and implement them the moment they hit your market. When this feature rolls out, we'll rebuild your ad copy to maximize clickability and push your CTR up before your competitors catch on.
How WebKing runs this
We monitor Google's ad format tests to catch changes before they hit your account. When this rolls out, we'll audit your ad copy to identify which phrases should be highlighted for maximum engagement and make sure your descriptions work as clickable navigation, not just filler.
Google is still testing the format, and the source doesn't specify whether advertisers will control which words highlight or if Google does it automatically. Either way, you'll want to prepare your ad copy with keyword-rich phrases that earn clicks.
According to the test, clicking the highlighted text takes users to the same landing page as your main ad headline, not separate destinations. This keeps the user journey simple and gives you one conversion funnel to optimize.
More clickable entry points in your ad typically lift CTR, which Google rewards with better ad rank and lower costs. However, the actual impact depends on how you write your descriptions and which phrases get highlighted. The source indicates CTR optimization will be a key consideration for advertisers.
Not yet, Google is only testing this with selected users. Watch for a broader rollout announcement, then we'll audit your copy to make sure your highest-intent keywords are positioned to be clickable and drive traffic.
Sources
The Lab is original analysis by WebKing. We summarize and interpret developments from the sources above for industrial, commercial, and small business owners. Figures are reported as published by their sources.
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