‘5 ingredients for writing the perfect expanded text ad’ – Marketing Land
Frederick Vallaeys says, “If Google’s expanded text ads (ETAs) are supposed to perform better than standard text ads, why did Google delay the sunset for creating legacy ads from late October 2016 to the end of January 2017?
A recent conversation I had with a Google product manager explained it pretty well. To start: quality matters. When expanded text ads are well-optimized, they outperform legacy ads; however, standard ads have had years to go through numerous optimizations, and in some cases, a brand-new ETA may not immediately outperform.
The date was moved back to give people more time to experiment with their expanded text ads. The extra time is important so people have the time to test and iterate ads, while also giving holiday optimizations their proper due.
At Optmyzr, we were curious what characteristics great-performing ETAs have in common, so we looked at 700 accounts, 1.2 million ads and over one billion impressions. I presented our findings at the MarketingFestival event last week in the Czech Republic and wanted to share them here with everyone who couldn’t make it to the event”.
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