Ginny Marvin says, “With Google’s expanded text ads deadline upon us — as of January 31, advertisers will no longer be able to upload or edit standard text ads in AdWords — it’s time to get very serious about making the most of the new text ad format.

Maybe you have been putting off implementation, or maybe you have been experimenting with expanded text ads (ETAs) for months but haven’t been wowed by stellar click-through rates yet. Don’t fret. We’ve got findings and advice that may provide some anxiety relief and motivation for paving your way with ETAs.

Findings so far

The big takeaway I got from talking to other search marketers about ETAs is not to get discouraged if your new ads aren’t outperforming your standard text ads (STAs) — you’re not alone.

Danny Ligh, search strategist for Adobe Document Cloud says, “Like a lot of advertisers, our ETAs are not performing better than normal text ads.” But Ligh says, “Be patient and test different variations, specifically with messaging that worked in the past.”

Remember, it’s been 15 years of 25-35-35. As Frederick Vallaeys, former AdWords Evangelist and founder of Optmyzr, put it”.

Tick-tock: Expert findings, testing tips & resources for Expanded Text Ads success after Jan. 31

Search Engine Land

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