Google’s Expanded Text Ads

Expanded Text Ads

PPC Expanded Text Ads are growing up. Google has released yet another version of their text ads, or ETA ads for short.

First, there was little brother known as standard text ads. Years later came big brother known as expanded text ads. Now there’s a much bigger brother. Less is not more in this case. More is more.

Google surprised everyone with the second version of this new ETA ad format. There was no formal announcement. The added features just appeared, but it was still a nice surprise. Every inch of added copy space allows you to tell a bit more of your brand story.

Great ad copy is one of the critical starting points of any conversion. If an ad matches the customer’s intent and need, half the battle is won. Furthermore, if the right ad touches the customer’s pain points and resonates with their interest, chances are much higher that ad will lead to a click and a meaningful customer engagement.

Remember that standard text ads were shorter and to the point. Simple yet effective if written well with the right keywords, description, and relevant ad copy. And, like any traditional or digital ad, quality copy blended with best practices and the right calls to action are key. Good copy is good copy no matter what the ad format.

Let’s briefly review both generations of Google’s text ads and then discuss the benefits of the latest release of expanded text ads.

Google ETA Ads Version 1

Early in 2016, Google released the first version of expanded text ads. These ads doubled the amount of text available for ad copy from the older standard text ads. More content to describe your product makes a difference. It also may push down your competitors who either have not shifted to expanded text ads and/or have not structured a Google Ads account to appear on the top of the page. Quality score and competitive bidding also helps that equation.

The first version of these ads included the following:

• 2 headlines
• 30 characters in that headline
• 2 optional URL paths shown
• Display URL length of 15 characters
• 1 description of 80 characters
• A total maximum length of 170 characters

Google ETA Ads Version 2

Version 2, or the new and improved expanded text ads got even bigger and better. Over 40% bigger. That’s a lot. More ad copy is better if the copy is relevant, specific, and uses the right keywords and benefit descriptions that helps potential customers take action.

The second version of expanded text ads included the following:

• 3 headlines
• 30 characters in that headline
• 2 optional URL paths shown
• Display URL length of 15 characters
• 2 description of 90 characters
• A total maximum length of 300 characters

Be aware that headline 3 and description 2 may not always appear. Thus, make sure to vary your copy and carefully place your calls to action in the headlines and descriptions that always do appear.

Comparison of Version 1 & 2 of ETA Ads

Standard Ads Are Gone As ETA Ads Expand

As of January 31, 2017, the original, smaller standard text ads are gone forever in Google Ads. So if your PPC account has not taken advantage of expanded text ads, you’re missing out on higher click through rates, more content, longer ad copy, and additional important descriptions to set your products apart.

In most cases click through rates are 15 to 20% higher with this expanded text ad format. This means ads are more relevant to the potential customers that click on them. This also leads to higher quality scores and better overall ad performance. Higher click through rates leads to more leads, conversions, and sales for paid search. Higher efficiencies create lower cost per leads thus more digital bang for your ad buck.

Note that Bing Ads also offers expanded text ads to their feature set. The smaller, standard ads are retained as a part of the Bing mix.

The world of paid search is changing constantly. Stay on top of it. Also make sure your ads stay on the top of the fold, or the top 20% of the SERP (Search Engine Results Page). The bigger ETA ads are a key part of any well managed Google Ads or Bing Ads account design and structure.

Expand both your brand and copy with the latest edition of expanded text ads.

By Stuart Atkins