What You Will Learn from our whitepaper
Midway through 2016, Google officially changed their paid search ad format in a BIG way. With the promise of greater relevancy and a more positive user experience for searchers, Google transformed its standard text ads (STA) introducing a brand-new layout – expanded text ads (ETAs).
In the whitepaper, Nina Hale breaks down the impact ETAs on paid search campaigns.
Why did Google update the format and did it impact performance?
According to the search engine, expanded text ads were developed to deliver better performance metrics for advertisers. But did expanded text ads have a positive impact on performance? And how should marketers adjust?
Nina Hale needed answers, so we did our homework and found big results.
Nina Hale has compiled data from more than 50 paid search ad accounts across verticals to measure and analyze the impact of expanded text ads on key campaign performance metrics. Deep analysis into key performance metrics, separated by ad type, channel, and query type reveal that ETAs have been less efficient on branded queries, but more effective at driving traffic and conversions from competitive nonbrand queries.
In addition to the performance analysis, Nina Hale has compiled best practices and recommendations for effectively utilizing expanded text ads.
Want a sneak peek of our findings? Okay, check them out:
- Overall, expanded text ads delivered a 45% higher click-through rate than their standard ad counterparts
- Although brand keywords experienced some loss in efficienty when in expanded text ad format, nonbrand keywords saw a lift from the new ad type
- Expanded text ad performance varied by industry vertical, illustrating the need to test and learn from the new ad format
For all the data and insights, download your personal copy below.