Andy Beohar says, “Expanded Text Ads (ETAs), announced in July of 2016, are considered by most industry observers to be the biggest change to Google Adwords in 16 years.

Google’s new ETAs provide for an increase of 50 percent more ad space. Plus, ETAs pack in a few other exciting features as well.

Numerous strategies and best practices have been developed over the years for the standard text ad format, but unfortunately, most of these don’t translate to expanded text ads. And, businesses are now having to scramble to update their ads before Google stops supporting the old format in January.

The components of the expanded text ad are as follows:

Two Headlines (Shown in lavender in the left side of the image above)

As opposed to standard text ads, ETAs have two headlines — a main headline and a secondary headline. Each headline can use up to 30 characters, as compared to the prior format of one headline with 25 characters.

Display URL and Path Fields (Shown in Green)

When creating ETAs, the final URL has to be entered first (above the headlines) and the display URL is created automatically based on that. There are two optional path fields available to extend the display URL by up to 15 characters each”

Google AdWords Expanded Text Ads: Best Practices For The New Format

HubSpot

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