Expanded Text Ads Best Practices

Expanded Text Ads (ETA's)

As of July 26th, Expanded Text Ads (ETA’s)  officially rolled out for advertisers everywhere. With up to 50% more ad space, text ads will now consist of 2 Headlines, an 80 character description line, and 2 display URL paths. With all of these new additions, how can we properly optimize these ads for the best performance? Here are 3 things you should be doing in your ETA’s to generate the best results:

1) Still include a standard text ad in the mix

Although standard text ads are expected to go extinct by October, you shouldn’t neglect the past format just yet. If you have a standard ad that is successful at generating qualified leads for your company, keep it in the mix with your ETA’s so you don’t lose out on proven leads.

2) Include the Call To Action (CTA) in one of the headlines

With the standard format, 25 characters was only enough for a headline indicating what your product or service was. Now with 2 headlines, you can now encourage customers to engage with your ad right when they see the ad. Don’t bury your CTA in the description line.

3) Optimize for clicks or conversions

Picking the right ad rotation is crucial in maintaining optimal campaign performance. By rotating for clicks or conversions, we can be sure that the ETA with the higher likelihood of desired performance will be shown more frequently.

ETA’s are a historic innovation coming from Google AdWords. If you are interested in how your dealership can start introducing ETA’s to your strategy, contact Strathcom Media today!

The New Google Ad Formats are Here!

expanded text ads allow 50% more ad textWe are living in a mobile-first world, and Google is now making it easier to succeed in this mobile-first world. Back in May, Google announced some huge changes to their ad platform. To make up for the removal of right-hand text ads, Google introduced Expanded Text Ads and Responsive Display Ads. These new features are going live in AdWords today!

Expanded Text Ads will be optimized for screen sizes of the most popular smartphones in the market, and will feature two 30-character headlines and one 80-character description. This will give you almost 50% more text for you to highlight your products and services.

Google has also built Responsive Ads for the Google Display Network to help your ads adapt to all of the different screen sizes we use every day – your phone, your computer and your tablet. These ads will provide 25-character and 90-character headlines, a 90-character description, as well as an image and a URL. The best part? These ads will fit perfectly across any website or app across the Google Display Network.responsive display adsStarting October 26, 2016, standard text ads will no longer be available. Get ahead of the competition! To get started with Expanded Text Ads and Responsive Ads, contact us today!

Ads & Modifers & Audiences, Oh My!

Google’s annual livestream event was held on Tuesday, May 24th and, as always, we find ourselves in store for some great new features within the AdWords product. Advertisers can look forward to even more mobile-centric features like device bid modifiers, new ad formats and enriched location ads in Google Maps.

One of the most exciting announcements in this week’s livestream, Google has brought to light a complete redesign of the standard text ad on the Google Search network. With the new Expanded Text Ads, advertisers will get 50% more space for text with description lines expanding to 80 characters and the introduction of an additional 30-character headline. That’s right, we’re going to have two headlines to showcase products. With initial performance reports stating an increase of up to 20% in click through rate, this new ad format is sure to change the Search network as we know it.

livestream

Google didn’t just stop with at the text ads when they were redesigning things. Image ads on the Google Display Network can also expect to have a face lift. With efficiency and mobile phones in mind, we will now be able to create responsive image ads. With a headline, short description, image and landing page, Google will create the perfect image ad based on the website your ad is show on. This will allow for a more seamless production of creative while ensuring that users are shown the most appealing creative.

responsive google-built display ads for mobile

While on the topic of redesigns, it was also mentioned that advertisers can expect to see a completely redesigned AdWords interface over the next year. With an updated look and better showcase of important metrics, we can look forward to an interface that will stage data in an easy-to-digest format allowing us to save time when optimizing accounts.

 

livestream

Next up, the introduction of device bid modifiers. “But wait!” you say, “I thought we already had device bid modifiers?” We do, kind of… Currently, we have the ability to set bid modifiers to increase or decrease bids on mobile devices only. We can tell AdWords that we’re willing to spend up to 300% more for a mobile click, or alternately, bid down the device up to 100% if we want to stay away from cell phone users. This feature will now be expanded to include the ability to adjust bid modifiers not only on mobile devices, but also on tablets and desktops with a total of 900% increase of bids. This will give us more control over each device, ensuring we only spend money where performance is strong.

According to Google’s stats, 30% of mobile searches are linked to a location which is growing 50% faster than general searches on a mobile device. That’s a lot of eyeballs looking for your business and Google is helping advertisers capitalize on this through the launch of new local search ads. With new, enriched business location pages, companies can stand out from the crowd with a branded pin, promotions of in-store offers and even the ability of browsing product inventory; all from the business page. Three quarters of searches looking for a local business lead to same-day in-store visits, these enhancements are geared towards helping drive that foot traffic even more.

Last, but definitely not least: remarketing! Everyone knows the importance of remarketing and the incredible performance it can bring. Google announced they were bringing similar audiences to the remarketing lists for search ads (RLSAs) product. This is big news as advertisers have been drooling over this feature in the display network for ages. The ability to target highly qualified users based on mirrored behaviors matching your past website visitors opens your reach to a once untapped potential customer pool.

Google has become a dominate force in the online world for a reason; their ever-evolving product line always ensures both advertiser and user are presented with the highest level of quality and service in the market and this livestream provided us with a small look at what’s in store for us in 2016 and onward.