Google AdWords Expanded Text Ads

The new paid search ad.

On May 24th 2016, Google announced several game-changing revisions to their AdWords advertising ecosystem.  These updates are designed to enable advertisers to better target and connect with their customers across all devices, with features that give more targeting capabilities, more control, and richer ways to deliver a relevant, personal message to individuals in the micro-moments that matter most.

One of the most exciting features announced is Expanded Text Ads (abbreviated as ETA).  This new format for AdWords paid search ads gives advertisers nearly 50% more space for ad copy, which allows for richer messaging that drives much higher clickthrough rates (20% increase).  This new format is also much more mobile-friendly, cementing Google’s dedication to a mobile-first approach.  However, in order to take full advantage of this new format, advertisers face the daunting task of rewriting all ads in their AdWords paid search accounts.

This is the first major change to the text ad component of AdWords in over fifteen years. Download iProspect’s POV to see how you can take advantage of this new format in your advertising.