The 31st of January marked the extinction of regular text ads within AdWords. Google has opted to move to have all new ads to be created and displayed as Expanded Text Ads (ETA). So, what does this mean for advertisers? Google is now recommending all of your existing ads to be moved across to ETA.
If you are currently running standard text ads, these will continue to serve alongside the new ETAs, but you will no longer able to be create or edit any new or existing standard text ads. You will still be able to pause and enable these ads, however we strongly recommend transitioning all your text ads to ETA formats.
Over the last six months, standard text ads have been filtered out by Google to adopt to a more universal ad with more prominence across all devices. Extended Text Ads provide 47% more character space. This has provided a more prominent display on Mobile Devices and has proven to have an array of benefits including:
As shown in the comparisons above:
If you are looking to transition to ETAs, it’s important to know that Google has recommended not to “Pause” standard text ads if you are only beginning to implement ETA’s as there is still some merit in the historical data of those ads. You should only “Pause” or “Remove” ads once your new ETA’s have generated traction and data of their own.
Ben has been working in marketing for the better half of the last decade. He has two business degrees under his belt, including a Master of Business in Management from the University of Technology, Sydney and has worked for several internationally renowned design firms before joining us at Rocket with a shift into digital. He is inspired by the diverse aspects of a marketer’s toolkit, including psychology, design and programming.
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