Expanded text ads (ETA’s) are a great addition to the Google AdWords platform. However, with the extra space, comes a new set of best practices to help you get the most out of your AdWords campaigns. Here are 2 more best practices for Google AdWords expanded text ads.
1: Make Use Of Customisable URL Paths
ETA’s now include two path fields that allow you to easily add keywords into your URL’s. This is a great opportunity to incorporate your top keywords into your ads to help boost your click through rates. Similarly, these path sections allow for dynamic keyword insertion to make your ad look more relevant to each searcher. You can also use these opportunities to build up anticipation for an event or a sale. Simply type { into the path box and you will get the option to insert a time or a keyword. Then click on the countdown option and select the date and time you would like to count down to.
2: Write Your Ads For All Devices
For standard text ads, it was best practice to create both desktop and mobile versions of your ads in order to see the best results from a campaign. That is no longer true. Expanded text ads have been designed to be shown to users on all devices including mobile, tablets and desktops. If you have some old mobile ads in your ad group, they are no more eligible to be shown than your ETA’s. When writing your ads, keep in mind that your ad copy and CTA’s will have to make sense and are possible across all device types.
In conclusion, to get the most out of ETA’s you should focus on your headlines, don’t pause old ads until they have been split tested against expanded text ads, make use of customisable URL paths to highlight upcoming events or to add in some of your top keywords and write your ads in a way that works across all devices. Book your free Google AdWords consultation with 3B1 Media & Marketing today!