Now that Google no longer allows you to create or edit standard text ads, it’s time to adapt to the new Expanded Text Ads (ETAs), if you haven’t already. ETAs do share some of the best practices of old standard ads, however now that there is 47% more ad space, there are several things to keep in mind to make the most of your ad copy.
- You probably spent a lot of time creating and testing your current text ads, and because of that, you may be tempted to simply stick in another headline, combine your description lines and call it a day. However, since you have been given more space, you should use it to make your ad more compelling and not just try to take up space. Consider the message you are trying to convey, the action you want your potential customer to take and any attractive offers you have.
- Put your most critical information in headline 1. Headline 2 doesn’t always show, and if it does, Google may truncate it, so this makes headline 1 more important. Like the old standard text ads, use compelling text and keywords in your headlines. Taking advantage of the extra space will allow you to better inform searchers before your ads are clicked. You might find it a little easier to create headlines that command attention now that you have a little more wiggle room.
- Google has taken care of automatically populating the display URL and as a bonus; they have given you two 15-character fields called paths. They are a great place to add the ad group’s keywords. Including them in these paths will reassure searchers that if they click your ad, they will get exactly what they are searching for. It can also boost your quality score!
- A large percentage of searchers will be on their mobile devices when they see your ads; therefore your ads should speak to those users, as well as those on desktops and tablets. Because ETAs have no device preference, the same ads will be shown across all devices. Ads need to be written and formatted in a way to work effectively no matter what device a searcher is using.
- Don’t drop your old standard ads right away. Once you’ve added the new ETAs, let them run alongside your old ads and compare the performance of the two. If they aren’t performing the way you want them to, give it more time or even test a new ETA. Once the ETAs are out-performing your old ads, you can pause them.
Creating and optimizing expanded ads may seem like a daunting task, especially if you have several campaigns running. Now would be an excellent time to start working with an experienced PPC management company, like JumpFly, and let a PPC specialist handle it for you.