Expanded Text Ads part of Google Ads’ biggest online marketing update in 15 years.
This week Google ads fully introduced Expanded Text Ads to online marketers. As their name suggests, Expanded Text Ads (ETAs) feature far more text than standard ads, enhancing both the advertiser and consumer experience.
Recognizing the undeniably large portion of internet browsing generated by mobile devices, ETAs represent Google’s latest adaptation to advertising in a mobile–first world. They give online marketers the tools to reach customers most effectively on any device. Furthermore, ETAs provide customers with more information in each ad, giving them a more accurate depiction of what the ad represents.
ETAs allow advertisers more freedom, creativity and control over how they represent their products. Advertisements now feature about 50% more content than before. With ETAs, online marketers have the possibility to create two 30–character headlines instead of one, followed by an 80–character description.
Google’s research shows a 20% average increase in click–through–rates (CTRs) in ETAs compared to standard ads. Several major companies have already reported even more impressive boosts in CTRs. Guitar Center, among the first to utilize ETAs, reports doubling their CTR, while L’Oréal reports a 92% increase.
Along with the exciting addition of ETAs, Google Ads is also launching separate device bidding. Online marketing experts can now fine–tune their target audience by individually adapting base bids for desktop, tablets and smartphones.
With the back–to–school and holiday seasons rapidly approaching, Google Ads encourages all users to employ ETAs as soon as possible. Google Ads’ best practices guide outlines a straightforward approach to utilizing these new marketing possibilities, benefiting both companies and customers.