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Size matters with Google’s expanded ads

Why Google’s Expanded Ads Made an Impact—and How Paid Search Continues to Evolve

When Google’s Expanded Text Ads launched, bigger was better.

For businesses and digital marketers, Google’s launch of Expanded Text Ads (ETAs) was a long-awaited upgrade to the Pay-Per-Click (PPC) advertising format. As competition for attention in search engine results grew, the new, larger ad format provided more space for messaging, potentially driving higher engagement and better performance across campaigns.

Since their launch, ETAs have brought noticeable improvements to campaigns that leveraged them well. Now, a few years after ETAs were introduced, the landscape of paid search advertising is evolving even further, with new ad types and best practices continuing to push the boundaries of what effective online advertising can achieve.

The Impact of Google’s Expanded Ads: Why Size Matters in PPC

Back in the summer of 2016, Google transformed PPC advertising by expanding the size of text ads in Google Ads (formerly Google AdWords). The introduction of ETAs replaced the previous “standard” ads, which were limited to one headline and two short lines of text. In contrast, ETAs provided double the headline space and nearly 50% more description text. This meant more space to communicate a product or service’s unique value, better messaging flexibility, and the opportunity to include more details to attract potential customers.

Google’s expanded ad format allowed for:

  • Two longer headlines instead of one, with a 30-character limit for each headline.
  • An extended description field, increasing the character limit from 80 to 90 characters, providing a total of 170 characters for marketers to craft a compelling ad.
  • Enhanced display URLs with customisable paths, allowing advertisers to make URLs look more relevant and user-friendly.

The benefits of this expanded format were quickly visible, especially in competitive industries like e-commerce, finance, and real estate, where every click matters. Businesses saw positive shifts in their ad performance. At Click Return, we noticed that these ads yielded:

  • A 4% increase in Click-Through Rate (CTR), indicating that the expanded format was effectively drawing more clicks.
  • A 4% decrease in users going to competitors’ sites, showing that users found more relevant information in our clients’ ads and were more likely to engage with them.
  • A 4% increase in sales, as more engaged clicks tended to result in higher conversions.

Why Expanded Text Ads Worked So Well for Businesses

The success of ETAs came from the additional space to communicate effectively with potential customers. Here’s why this extra room mattered for advertisers:

  1. More Space for Keywords and Calls to Action: Headlines are crucial in paid search ads because they capture the viewer’s initial attention. With two 30-character headlines, advertisers could feature keywords prominently while also including strong calls to action (e.g., “Shop Now,” “Learn More”). This allowed brands to reach customers earlier in their decision-making process.
  2. Improved Relevancy: Expanded text ads allowed for more specificity. For example, instead of simply advertising “Men’s Running Shoes,” brands could include details like “Free Shipping” or “New Fall Collection” in the headline, instantly making ads more relevant and encouraging clicks from users who saw the benefit right away.
  3. Better User Experience: With a longer description field and custom display URLs, ETAs made it easier to present information clearly, reducing the chance that a user would need to click through to understand the offering.

These changes marked a turning point in PPC advertising. Advertisers could now experiment with different messaging combinations and find more creative ways to connect with their audience through search ads. As a result, businesses that adopted the expanded format early were able to benefit from improved campaign performance and, ultimately, higher returns on their ad spend.

The Shift Toward Responsive Search Ads

The advertising landscape has continued to evolve. Google introduced Responsive Search Ads (RSAs), an ad format that uses machine learning to test multiple headline and description combinations in real time. With RSAs, Google can automatically adjust ads based on which combinations perform best for different search queries. This move is significant, as RSAs aim to deliver more personalised ad experiences for users, showing them the most relevant messages based on their search intent.

How RSAs Work:

  • Advertisers can provide up to 15 headlines and 4 descriptions per ad. Google then tests different combinations to find the most effective ones.
  • RSAs allow for a wider range of messaging, as Google’s algorithms can mix and match the headlines and descriptions to optimise performance for each search.
  • Over time, Google learns which combinations work best and displays these more often, maximising the ad’s relevance to users.

RSAs offer a blend of creativity and automation, allowing advertisers to scale their efforts without having to manually test every possible combination of headlines and descriptions.

Comparing ETAs and RSAs: What’s Best for Your Campaign?

As of 2022, Google has fully transitioned to prioritising RSAs as the default ad type for new search campaigns, although ETAs can still be used in existing campaigns. While ETAs offer a fixed, controlled presentation, RSAs add adaptability and personalisation through machine learning. For businesses, this transition offers several benefits and considerations:

  • Automation vs. Control: RSAs rely on Google’s machine learning algorithms to determine which headline and description combinations to show, while ETAs allow advertisers to control exactly what users see. Businesses that require precise messaging might still prefer ETAs, though RSAs are often more effective in terms of reach and relevance.
  • Improved Relevance and Click-Through Rate: RSAs have demonstrated higher CTRs in some cases, as they can tailor ads more dynamically to search intent. This flexibility can be especially beneficial for advertisers in competitive markets or for brands with diverse product lines.
  • Time Efficiency: Creating RSAs is faster for advertisers with large product catalogs or multiple offerings. Instead of crafting dozens of individual ads, they can input multiple headlines and descriptions that Google can mix and match, optimising based on real-time performance.

How to Succeed in the Current Google Ads Landscape

For companies hoping to maximise their success with PPC, understanding how to effectively leverage both RSAs and ETAs is essential. Here are some tips:

  1. Leverage Automation without Losing Your Brand’s Voice: While RSAs offer automated optimisation, it’s still important to carefully select headlines and descriptions that maintain brand consistency. Craft a set of core headlines that capture your brand message and a few additional ones that highlight special offers or seasonal messaging.
  2. Use A/B Testing for ETAs vs. RSAs: If you still have ETAs in your campaign, consider running A/B tests between ETAs and RSAs. This way, you can compare performance and find which ad type resonates more with your audience.
  3. Monitor and Adjust Campaigns Regularly: Since RSAs are dynamic, monitoring your campaign metrics and making adjustments is key. Test different calls-to-action, include updated keywords, and review performance regularly to maximise engagement.
  4. Optimise for Mobile Users: With more people searching from mobile devices, optimising ad text for mobile is essential. RSAs are particularly beneficial here, as they can adapt headlines and descriptions that fit mobile screens effectively.

Embracing the Future of PPC with Click Return

With Google’s continued enhancements to its ad formats, paid search advertising is as dynamic as ever. Expanded text ads paved the way for a more engaging, flexible, and user-centred approach to PPC, and the rise of RSAs signals an era of more customised, efficient advertising.

If you’re looking to refine your PPC campaigns or explore new formats like RSAs, the Click Return team can help. We stay on top of Google’s latest innovations to ensure our clients get the best results possible. Whether you’re new to PPC or experienced and hoping to maximise your ROI, our digital marketing experts can support you with insights, strategy, and practical implementation.

For more information or to discuss how we can elevate your PPC campaigns, get in touch with Click Return today. Let’s make your ads work harder and perform better than ever.

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