Google Expanded Text Ads



Google is always known for conducting extensive research to perfect their searching and marketing strategies, and one of the fruitful features is the Expanded Text Ads (ETA). It has focused on how the visibility of a text can improve the reach of ads among the public, and therefore, it soon started offering more text space for ads via ETA.

What’s new in ETA?

  • More text space for headlines and descriptions

Google now offers more space for the headline text, such as 60 characters displayed in two lines, and 80 characters display of descriptions. Previously it was just 25 characters for the former, and 35 characters for the latter.

  • Device specific ads, especially, mobile-friendly

In ETA, mobile-first preference is taken into consideration, but it supports a variety of devices. This gives flexibility in targeting devices with our preferred percentage of the ads. We can even frame our ad campaigns based on the devices from which we get more traffic.

  • Responsive fitting as per the size of the devices

This is an intriguing feature as people use a variety of devices ranging from smartphones, PCs, tablets, etc. Google ensures that ads get automatically adjusted to fit the screens, and it presents a better view.

  • DFSA to display suitable landing URL

It allows Demographics for Search Advertising (DFSA) meaning we can assign different landing pages based on the type of search a user performs. This enhancement ensures that the user does not leave the website just because he/she needs to search inside the website again for the appropriate page.

  • Text Ads even in Google Maps

Ads in Google maps drive more sales for locally searched stores, with at least 28% of the search group making a purchase. As we all know, Google Maps are gaining popularity day-by-day, and it is mostly used on the go, so the chances of getting a business page is really high.

What it takes away and why?

Though Google has added a lot of new useful features to present an exceptional experience through Ad Words, Analytics, etc., it has also taken way the most conventionally used measure to determine whether the advertiser gets business through the displayed ads.

Google will no longer measure the conversion rate of an advertisement, with the number of clicks. As better measures are available, it is the right time to suspend the outdated ones.

Is it really useful for advertisers?

The new ETA by Google concentrates on the benefits that an advertiser gets, rather than on the features it supports or technical issues it faces. Statistics have shown that there is an increase in the conversion of ads to business by 45.91%, and a19.11% decrease in the amount spent as part of Google Ads. This is what an advertiser really looks for, and kudos to the Google team for helping its users by every possible means.

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