Expanded Text Ads (ETAs), announced in July of 2016, are considered by most industry observers to be the biggest change to Google Adwords in 16 years. Google’s new ETAs provide for an increase of 50 percent more ad space. Plus, ETAs pack in a few other exciting features as well. Numerous strategies and best practices have been developed over the years for the standard text ad format, but unfortunately, most of these don’t translate to expanded text ads. And, businesses are now having to scramble to update their ads before Google stops supporting the old format in January.
Key Takeaways:
- The main headline is the section that most people will see first and pay attention to. Put your most vital information here and make sure to include the main keyword you are targeting in the associated ad group.
- The secondary headline is best for supporting information. This is where you’ll reference the main benefit or USP of your product or service, or stress the urgency of your offer.
- After grabbing attention with your headline, use the description to provide supplementary information to convince searchers to click through to your page.
“Keep in mind that your secondary headline may not always be shown in full. This is because, while you’re allowed up to 30 characters, Google determines ad display based on pixel-count.”
https://blog.hubspot.com/marketing/google-adwords-expanded-text-ads-best-practices
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