J
jon henry
Guest
there has been lots going on with adwords
what you think is the biggest change happened with adwords for the last 5-10 years ?
what you think is the biggest change happened with adwords for the last 5-10 years ?
since July 2016 adwords has introduced the ETAs or Expanded Text Ads to provide for an increase of 50 percent more ad space plus a few other exciting features as well.
in comparison with the standard text ad format
where the Expanded Text Ads has:Two Headlines
Display URL and Path Fields
Description
since the first quarter of 2016
google has been revamping its strategies
some of the biggest changes
and of all these changes
- ETAs / Expanded text ads
- bid adjustments on mobile and tablet
- Universal campaigns for app promotion
- Google merchant (shopping feed) applications set up with BigCommerce, PrestaShop, and Magento
- True View video CTAs
- Brand Lift / Mobile location extensions and store visits measurement for display.
- Cross device remarketing lists.
- Price extensions
ETAs has been (by far) the most iconic
Google’s infamous text ads just got a whole lot bigger
ETAs is their most significant change in the advertising globally for the last 15 years- a 48% increase in character length within search ad text.
the original or ‘standard’ ad copy was revamped last October 26th
compare Standard ad copy vs. Expanded Text Ads
Original or ‘standard’ ad copy
(maximum character lengths)
-headline has a maximum character length of 25
-Description line 1
-Description line 2
-Display Url have a maximum character length of 35
- ‘keyword insertion’ is used ‘{KeyWord:text}’ = 35 character length
Expanded Text Ads (or ETAs)
- have a double headline
- 2 fields of 30 characters
- large 80-character description field
- 2 fields of 15 characters relating to your display URL which emulates a URL path of /category/sub-category/ within the ad text.
for those of us who are way too busy to make/write longer ads, ETAs could mean a bit of hard work to get across brand message and value proposition.
migrating into the new strategy means
positive impact in click through rate, measurable via Google AdWords at a campaign / ad group / creative level.
influence quality scores and leverages more economical AdWords activity CPC and CPA