Effective Expanded Text Ads (ETAs)
- Dec 23, 2016
- 1 min read
We found a great post on Expanded Text Ads (ETAs) from WordStream - "The 7 Deadly Sins of Expanded Text Ads (And What to Do Instead)." We boiled the article down, here's what you really need to know:
1. Don't overstuff your first headline with keywords
2. Moving the first description line up to the new second headline (don't)
3. Sacrificing quality for the sake of brevity in your description line
Start a converstation and be organic.
4. Thinking URL paths are only for keywords
Use URLs to make up for shortening the headline.
5. Forgetting about mobile specific ads
6. Keeping your old ad extensions
Extensions can be useful.
7. Don't forget about Bing over there.
Bing? Like a doorbell? (Seriously, who's using Bing? But ok!)
Here's the full article.
What does Google have to say about Expanded Text Ads?
Expanded text ads are the next generation of text ads, designed for a mobile-first world with both users and advertisers in mind. Expanded text ads give advertisers additional control over their messaging, and provide users with more information before they click your ad. Like text ads, expanded text ads are available on both the Google Search Network and the Google Display Network, and are supported by all the AdWords tools that currently support text ads. Ad extensions (both automatic and manual) are fully compatible with expanded text ads too.
You can check out their guide here.
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