Replace: Expanded textual content advertisements are retiring on June 30, 2022. Be taught seven issues to do together with your ETAs and RSAs earlier than then!

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They had been introduced on the 2016 Google Summit, and now expanded textual content advertisements are the default advert kind in Google Advertisements (previously generally known as Google AdWords).

We now have much more house to clarify our merchandise, companies, and worth proposition in each advert. Hurray!

Nonetheless, there may be some dangerous information: When the normal textual content advert format was retired, so had been lots of the greatest practices of the previous 15 years, and advertisers have been scrambling to determine the perfect use of fifty extra characters.

Fortunately for them, we’ve spent a lot of the final 2 months testing advert copy with expanded textual content advertisements inside lots of our accounts, and we had been capable of uncover 7 new greatest practices for these expanded textual content advert codecs.

💥 ETAs are now not! 💥 Obtain our free information to responsive search advertisements: 10 Tips to Get the Click on RSA greatest practices cheat sheet

RSA copywriting template

10 tips to enhance your click-through fee (with examples!)

Earlier than we dive into every greatest follow in depth, right here’s a useful visible abstract of our suggestions:

Now on to these greatest practices…

1. Write NEW Advertisements! Use the additional characters to say one thing new. Don’t simply add a second headline.

I get it, you’ve labored arduous perfecting your present advertisements. There’s an enormous temptation to take the advertisements which are working properly now, mix your current description traces, add a second headline and sit again and let the shiny new advert format do all of the give you the results you want. Even Google principally did this after they first confirmed this Guitar Heart expanded textual content advert throughout their Could announcement:

The issue with this tactic although is that you just’re simply utilizing extra phrases to say successfully the identical factor. Guitar Heart including a second headline saying “The Vacation spot for Music Gear” doesn’t make this a extra compelling advert and doesn’t improve the supply in any respect. Though we’ve seen most advertisers see not less than a 28% CTR achieve from expanded textual content advertisements, we’ve really seen many advertisers who simply add a second headline to their current advertisements see their CTRs lower.

As you write new expanded textual content advertisements, use the additional characters to complement your current provides and calls to motion and embrace extra worth propositions than you would with a 95-character restrict. Take into account an advert like this within the outdated format:

If we take the problem of writing new expanded textual content advertisements to coronary heart and write solely new advertisements, with a deal with highlighting what makes the product distinctive, interesting to the person’s feelings, and testing a brand new name to motion, we get one thing like this:

One in every of our shoppers, Particularly, took the problem and did full advert rewrites much like the above for his or her all-in-one HR software program. Right here’s one instance of an outdated advert:

And right here’s the reworked Expanded Textual content Advert:

The outcomes communicate for themselves – the brand new advertisements have a CTR 400% larger than their outdated advertisements!

2. Embody your most essential messaging within the headlines.

Although your new 80-character description is by far the most important area in your new expanded textual content advertisements, they nonetheless command the least consideration. The messaging of the 2 headlines of your expanded textual content advert are essentially the most influential in enhancing the CTR of your advertisements.

Spend most of your time testing new advert copy focusing in your headlines and also you’ll rapidly discover the headlines that enhance the CTR of your advert essentially the most. You may even import Microsoft Advertisements IF features to check copy for various customers inside the similar textual content advert. It’s value noting although, that none of Google’s advert insurance policies have modified concerning what you may and may’t embrace in your advertisements’ headlines. Most notably, you continue to can’t embrace a proof level in both headline!

3. Bear in mind: Headline #1 is way extra essential than headline #2.

As is the case with Responsive Search Advertisements, you don’t at all times have management over how your headlines appearl. Though each headlines can technically be as much as 30 characters lengthy, there’s no ensures on precisely how or if the second headline reveals. The second headline might lengthen the size of the primary headline:

The second headline might seem after a line break:

Or Google might truncate your second headline:

You may preview how Google might present (or not present) your second headline utilizing the Advert Preview software, however on condition that there’s no promise that your second headline will present as you propose it to, it’s greatest to keep away from together with essential info comparable to your name to motion in headline 2.

4. Don’t pause your outdated advertisements instantly.

Expanded textual content advertisements are eligible to point out for all of the key phrases in your advert teams on a regular basis, however chances are you’ll need to maintain off on pausing your outdated advertisements, not less than for a bit. As with every little thing in paid search, simply because expanded textual content advertisements are new doesn’t essentially imply they’ll outperform your outdated advertisements instantly. Some advertisers noticed their first strive with expanded textual content advertisements have decrease CTRs than their outdated advertisements.

Once you create your first expanded textual content advertisements, introducethem to your advert teams alongside your outdated advertisements. If their efficiency isn’t nearly as good as your outdated advertisements, maintain testing new expanded textual content advertisements. As soon as the efficiency of your expanded textual content advertisements is comfortably higher than the outdated ones, you may pause your outdated conventional format advertisements.

5. Write your all of your advertisements to talk to customers on all units.

Since greater than half of all Google searches happen on cellular units, it’s essential that your advertisements can communicate to all customers throughout desktop, cellular, and pill. Google’s new expanded textual content advertisements will serve to searchers on all units, 90% of whom will use a number of units earlier than finishing their ultimate objective.

Prior to now, advertisers had been capable of create cellular most well-liked advertisements to serve totally different advertisements to cellular searchers. Nonetheless, expanded textual content advertisements don’t have any system desire which suggests the identical message on desktop, pill and cellular. Even when an advertiser has an outdated cellular most well-liked advert of their advert group, an expanded textual content advert is simply as eligible to point out that message on the cellular SERP, so be certain your supply and name to motion make sense and are potential on totally different units.

6. Embody high key phrases within the path fields.

Google’s new expanded textual content advertisements mechanically pull their area on your show URL out of your ultimate URL, so advertisers now not have to specify the area in every advert they write shifting ahead, which ought to save plenty of meaningless work for SEMs. Advertisers may optionally add as much as 2 fifteen-character path fields to append to their show URL.

Though non-compulsory, I extremely advocate utilizing these extra fields in your new expanded textual content advertisements. Not solely does it reassure searchers that your advert will take them to a particular touchdown web page related to their pursuits and enhance your advert’s CTR and CVR. Extra importantly, although, together with a high key phrase in your show URL’s path, you make your advert extra related to the key phrases individuals are trying to find and you’ll enhance your advert’s high quality rating and consequently scale back your CPC.

7. Replace your advert extensions.

SEMs have at all times used advert extensions to advertise various provides and spotlight essential worth propositions that they couldn’t embrace within the advertisements. We all know that together with advert extensions to seem alongside our advertisements can significantly enhance our advert’s CTR and High quality Rating.

Nonetheless, as you create new expanded textual content advertisements and add extra element to your provides inside the physique of your advertisements, you’ll probably make lots of your outdated advert extensions redundant. Google received’t serve your advert extensions in the event that they solely serve to repeat the textual content already included in your advertisements, so be certain as you replace your advertisements you refresh your advert extensions with new, distinctive content material to advertise alongside your new, bigger advertisements.

Advertisers must be excited to check out Google’s new expanded textual content advertisements as quickly as they will, however don’t overlook to do your work as a marketer and write nice advertisements. As we take a look at extra, we’ll develop extra greatest practices and publish them to our weblog so be sure you verify again frequently. What do your greatest expanded textual content advertisements appear to be?

7 Expanded Textual content Advert Finest Practices: Abstract