Update Your AdWords Account With Expanded Text Ads


If you haven’t heard about Expanded Text Ads (ETAs) then you need to read this blog because as of January 31, 2017 AdWords will no longer allow advertisers to create or edit Standard Text Ads (STAs). Advertisers like you will have to transition to ETAs and you’ll want to get started right away!

ETAs are fantastic because they provide much more information than STAs. Google has designed ETAs to have two headlines instead of one and additional characters in the description; jumping from 130 to now 170 characters!  

Here's how STAs compare to the new ETAs

Old Creative: Standard Text Ads (130 Characters)

 Breakdown of standard text ad

New Creative: Expanded Text Ads (170 Characters)

Breakdown of expanded text ad

Typically, ETAs have a better click through rate, meaning that more people click on these ads resulting in more website visitors and the potential to capture additional leads. As well, you may find that ETAs have a higher ad position for the same cost. If you see this happening in your account, consider lowering the bids to stretch your advertising dollars further!

When writing your new ETA’s, consider the following best practices:

  1. Test out ads of various lengths. You don’t have to use ALL of the available characters for every ad so try a variety of shorter and longer ads. Depending on the device the ad is delivered on, ads that utilize the full character count may be cut off so be aware of how your ad may be interpreted if this happens.
  2. Include keywords in the creative. Keyword match is important to indicate to the user that your site offers what they are looking for.
  3. Write great headlines. ETAs allow for two headlines which are the largest, most prominent part of the ad. Test various headline options and include a call-to-action.
  4. Rethink your ads. You now have 40 additional characters of space to explain your offering to potential clients and get creative with your ad copy. 

Once you’ve updated your account take some time to collect data and compare the performance of the ETAs and STAs over the same time period. What I’ve noticed in many of my accounts is that the previous top performing STAs are no longer delivering, converting or are converting at a much higher cost than previous (especially the old mobile-optimized STAs). I’ve remove these under-performers to allow the higher-converting ads the opportunity to shine!

Test out a few ETAS on your account and see what works for you! Share your comments or questions below. 


Enjoy this post? Why not share with friends or add a comment of your own?

Share your thoughts…