Blog, Marketing
We’ve got some fresh data for you! And nestled within that data is some very good news for those who advertise on AdWords. Our new data on the Expanded Text Ads (ETAs) is seriously promising.

You might have heard about ETAs: the new AdWords format rolled out earlier this year. If you missed it, you can read our article on them here for a little background information. But the basic idea is this: more headline, more text. Two headlines of 30 characters (yes, two!) and 80 characters of body text. As opposed to the previous format, which was one headline of 25 characters, and two lines of body text at 35 each. And here comes the good news: it looks like those extra characters in the ETAs are paying off.

 

ETAs: 50% more text for your ads

ETAs: 50% more text for your ads

 

Our first client to get started had a complete makeover of their account: we rolled out ETAs in all their ad categories. In just two weeks, we saw a 46% increase in ad clicks. And even better: a 23% increase in contact being made through their page!

This wasn’t just a blind experiment. We had good reason to believe that these ads would be more effective. Here’s why.

1. There’s more room for a call to action
A call to action (CTA) quite simply tells the reader what to do. It gives them a reason to click.
For instance, it’s the “Get 25% off when you purchase online” or “Call now for free advice”. Good CTAs have both the action desired, and an incentive to act i.e. “call now” as the action, and the “free advice” as the incentive. You now have the space to make a fully incentivised CTA, even in the prime real estate that is your headline.

2. They’re mobile first
Not only does the ETA format look better across all mobile screens, it fully caters to the mobile method of consumption. Mobile users want more information before they click, fearing slow loading speeds. If anyone has the data to back up consumption patterns, it’s Google. So take heed across all marketing formats: think mobile first, rather than just mobile friendly.

3. More space for creativity
Ads are supposed to be attention grabbing. That’s a real challenge with a headline of 25 characters… But now you’ve got the space to do something a bit different. If you get on board now, you’re even more likely to stand out amongst competitors– especially on mobile where your ads will look miles better than the rest.

We’ll keep reporting on our findings as they come in, as more of our clients and partners get on board. Would you like to be one of them? Share in the success:
give us a call or ask flick us an email to discuss what ETAs could do for you.