Matt Lawson says, “Expanded text ads (ETAs) are a big deal. At least a dozen articles on this fine site can attest to that fact (including one that I wrote myself).

Spread out across all of the articles and discussions online, I’ve read more than a bit of speculation. So, I decided to get together with the product management team behind expanded text ads to definitively answer some of the most common questions.

1. Does anything bad happen if I wait until the last possible moment to upgrade?

You’re not directly penalized or anything like that. However, I wouldn’t recommend sitting on your hands.

Think about how long you’ve been honing your standard text ads — probably years, right? Early adopters of ETAs have generally said that iterating on successful ads is crucial. The earlier you adopt, the earlier you start learning things.

2. How do ETAs interact in the auction, especially with standard text ads still running?

Nothing about the AdWords auction has fundamentally changed. Each ad receives specific, auction-time quality ratings, and that quality rating is combined with your bid and the expected impact of your ad extensions to create an Ad Rank”.

Thirteen things marketers want to know about expanded text ads, direct from Google

Search Engine Land

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