Ingredients for Writing the Perfect Expanded Text Ad

If your ETAs are not yet performing as well as your legacy ads, you’re not alone. Keep your legacy ads around for now, but start going through A/B test cycles for ETAs as soon as you can, because Google says that well-optimized ETAs should far outperform well-optimized legacy ads. Above all, focus on relevance. If you need some tips for what to test, here’s some tips: 

• Dynamic Keyword Insertion doesn’t perform well in ETAs

• Use the headlines to make a compelling argument, and don’t just stuff them with keywords from path1 and path2.

• Use path fields, but using two paths may be overkill.

• Write a headline that makes sense, and don’t worry about using up all the characters.

• Use all the space you have in the description field.

• If you want to run mobile-preferred expanded text ads, use Ad Customizers.