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
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)
New Creative: Expanded Text Ads (170 Characters)
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
- 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.
keywords in the creative. Keyword match is important to indicate to
the user that your site offers what they are looking for.
- Write great
headlines. ETAs allow for two headlines which are the largest, most
prominent part of the ad. Test various headline options and include
- Rethink your
ads. You now have 40 additional characters of space to explain your
offering to potential clients and get creative with your ad
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.