Google announced this week that it is extending the transition period from traditional short format text ads to the new Expanded Text Ad (ETA) format. The original deadline was October 26th but Google has moved the date to Jan 31st stating that “some advertisers are still learning how to use it effectively”.
From the 31st of Jan you will no longer be able to create or edit standard text ads.
Along with the extension of the transition deadline Google has published the following tips and guidelines for ETAs:
Why should you care?
Initial indications are that Expanded Text Ads do have higher clickthrough rates (CTR) and, at the time of writing, we have already rolled out the new format to our clients’ accounts (for most campaigns).
Expanded Text Ads take up more space, and give you greater opportunity to tailor your messaging. These two factors alone should be reason enough to make the move. While for those accounts with a large number of ads (you know who you are) it can be a lot of work, adding ETAs needs to be done. And anyone investing time in testing messaging and calls to action (rather than leaving it at simply reformatting the old ads) will see the benefits.
On the other hand, businesses and agencies who hold off until forced to update their ads risk their ads becoming less noticeable and getting fewer clicks. And, while we all know PPC is not just about clicks and visits, when CTR drops then Quality Scores usually follow, leading to higher cost per click prices and worse return on ad spend.
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Glenn is a Partner and Senior Consultant who has had a very successful career building growth companies in the private equity arena. He has a wealth of experience in both the digital space and strategy development. Prior to becoming a partner in SureFire Glenn built one of the largest digital teams in New Zealand for a NASDAQ listed global online marketing company & Google's largest premium partner.