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Why Google Is Allowing Longer Ads For Its Users

More copy yields better results.

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LONGER ADS SELL better than shorter ads. That may seem counterintuitive, but it’s true. It’s been proven in campaign after campaign over decade after decade.

And no less than Google agrees with me!

To wit: Google Ads (formerly Ad Words) used to allow a headline of only 25 characters, followed by another headline (or subhead) of 25 characters, followed by a description of 35 characters and a URL.

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Then they beta-tested allowing the headline and subhead to be 30 characters each, and — get this — a whopping 80 characters for the description.

What happened as a result of their test? They rolled out the new format to everyone, and it became the standard. Obviously the results of the “longer” ads were better for advertisers and therefore, eventually, better for Google.

Well, if longer is better, why not double-down and go even longer?

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Now Google is testing three headlines of 30 characters each, and permitting two descriptions of 90 characters each.

There are some restrictions. The third headline may not show up in some situations, and neither may the second 90-character description. (It’s kinda like Facebook Ads, where there are over a dozen different formats and not everything shows up or displays the same way in all the formats.)

Point is, Google experienced a “longer is better” result for their advertising. The beta test of the newer, even longer ad formats is now being made available to all Google Ads users. My understanding is that this is standard operating procedure before Google removes the beta designation and makes it a platform-wide standard.

Again, Google would not do this unless it had proven itself a plus for their users, advertisers and especially Google itself. So we can assume that users are not offended by the longer ads, and indeed, they actually respond to them better.

That makes advertisers more successful, richer, and happier, which in turn makes Google richer and happier.

Remember Google tests and tracks everything, whether the advertiser pays attention to their analytics or not. You can bet your car, house and spouse that if they’re rolling it out to the world, they already know it works. And I wouldn’t put it past them to lengthen everything again at some point to see just how far they can go.

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The message for the average jewelry retailer? Longer is most often better than shorter. My experience proves that a two-page sales letter will most often out-pull a postcard; that bigger, longer print ads will most often out-pull smaller, short-copy ones; that 60-second commercials out-pull 30 seconds and 30 seconds out-pull 15 or 10 seconds, and that if you can get them, 90 and 120 seconds will out-pull the 60s.

Still don’t believe me? Test it yourself. Do some split-run testing of both your digital and traditional advertising and see if you don’t discover — just like Google has — that longer is better than shorter, regardless of what you’ve been led to believe in the past.

Jim Ackerman, “Marketing Coach to the Jewelry Industry,” is president of Ascend Marketing. Reach him at jimack@ascendmarketing.com.

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Vegas Must-Haves #8: Long-and-Lean Earrings Are Everywhere

They’ve been popular at awards shows and on international catwalks.

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Heading out to Vegas for Jewelry Week? Here are some of the trends we are predicting you will see and that you might want to bring into your store. Some have been going strong for a few seasons, while others have been evolving for a couple of years. All are popular from the red carpet to the ready-to-wear runways to the jewelry design studios. So, why not try your luck with this trend or the others we will be showing?

From the red carpet to the runways to the design studios, all styles of earrings continue to be strong. One style that we saw at all the big awards shows this past season as well as on the international catwalks was the long and lean look. The earrings can range from sticks of diamonds to streamlined and linear with more movement, traced with enamel and/or popped with colored stones, and can go from mid-length to shoulder-skimming.

Lili Reinhardt in Swarovski earrings at the 2019 Golden Globe Awards Photo: Shutterstock

GiGi Ferranti Gia Deco 14K stick earrings with Zambian emeralds and diamonds. gigiferranti.com. $5,200

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EF Collection 14K gold diamond and enamel Stripe Bar Drop Earrings. efcollection.com. $650

Harwell Godfrey 18K gold articulated black and white diamond stick earrings in yellow gold, harwellgodfrey.com. $2,700.

Effy Pave Classica 14K White Gold Diamond Vertical Earrings, 0.35 TCW effyjewelry.com. $1,095.00

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Vegas Must-Haves #7: Attention-Grabbing Gold Chains That Mix New and Old

They’re being linked and looped together in creative ways.

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Heading out to Vegas for Jewelry Week? Here are some of the trends we are predicting you will see and that you might want to bring into your store. Some have been going strong for a few seasons, while others have been evolving for a couple of years. All are popular from the red carpet to the ready-to-wear runways to the jewelry design studios. So, why not try your luck with this trend or the others we will be showing?

Gold chains are back as a statement and a staple for your customer’s jewelry wardrobe.

I first started noticing the trend to weightier and gutsier chains in 2016, and they are being linked and looped together in creative ways. Many of the modern links take their cue from antique bold gold curb and paperclip watch chains and/or long vintage 70s large rectangular and oval links. Your clients can wear these alone or add charms and medallions. Foundrae is a perfect example of showing different lengths, styles and widths of chains and connector links to add their meaningful pendants. Add different charms or teach customers how to wear the longer versions doubled or creatively as lariats or elongated Y necklaces.

Tod’s Fall/Winter 2019/20 Runway Show

Jemma Wynne 18k gold Toujours emerald necklace with diamonds $15,750 jemmawynne.com

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Sylva & Cie 14K rose gold diamond oval link chain with champagne diamonds approximately .90 TCW sylvaandcie.com. 9,750.00

Foundrae 18K gold mixed oversized clip choker. foundrae.com. $14,995

Brent Neale 18K gold textured chain link necklace. brentneale.com $9,850.

Marla Aaron heavy sterling silver curb chain with baby 14K lock. marlaaron.com $682

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Editor's Note

This Year’s INSTORE Design Awards Winners Followed In a Stellar Tradition

With 25 categories, many designers had the chance to shine.

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EVERY YEAR, I’M consistently impressed by the ingenuity displayed by the jewelry designers who enter the INSTORE Design Awards. Two years ago, Hisano Shepherd of Little H made a splash with her fresh take on pearls, slicing them open and encrusting them with gemstones. Last year, Katey Brunini won three categories with three separate pieces from her intricate and colorful Eating Watermelon In The Black Forest collection, while TAP By Todd Pownell took two other categories with their striking, nature-inspired use of diamonds.

This year, with so many more categories (25, as opposed to eight last year), lots of designers made their mark. Adel Chefridi won two categories and a Retailer’s Choice award with his geometric matte designs. Thorsten placed with three different show-stopping wedding band designs. Manufacturers Gabriel & Co. and UNEEK Fine Jewelry each had multiple winners. The mesmerizing Sultana ring by Annamaria Cammilli Firenze cleaned up across several categories. Then there was our Grand Prize winning piece: the VIVAAN cuff (featured on our cover) with nearly 30 carats of natural fancy color diamonds that won over both our judges and online voters.

When you’re shopping the Las Vegas trade shows, start with the winners of this design competition. If they’re turning heads among our judges and online voters, they’re sure to turn the heads of your clients as well.

Trace Shelton

Editor-in-Chief, INSTORE
trace@smartworkmedia.com

Five Smart Tips You’ll Find in This Issue

  • When displaying men’s jewelry, opt for timeless elements like antique fly-fishing reels, old toy cars or old sports items. (Ask Instore, p. 91)
  • Longer ad copy yields better results, as proven by Google. (Jim Ackerman, p. 90)
  • Always display in odd numbers; it’s more aesthetically pleasing. (Three Things I Know About, p. 94)
  • Ask questions that elicit a “yes” from the woman in order to close the male buyer. (Shane Decker, p. 92)
  • When retirement is in the near future, start maximizing net profit to build the value of your business. (David Brown, p. 94)
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