An Expanded Text Ad (ETA) is a type of search ad format in Google Ads that provides more ad space, allowing advertisers to include additional headlines and a longer description to enhance ad visibility and improve user engagement. Designed initially for mobile-first advertising, ETAs are twice the size of traditional text ads, offering two 30-character headlines and an 80-character description. While ETAs were gradually replaced by Responsive Search Ads (RSAs) as the primary ad type, many businesses continue to leverage ETAs for their clear messaging format and high CTR.
Features of Expanded Text Ads:
- Headlines: ETAs offer two 30-character headlines, positioned side by side, giving advertisers more space to create eye-catching, relevant titles.
- Description: A single 80-character description enables businesses to detail their unique selling points, capturing user interest more effectively.
- Display URL: Automatically generated from the final URL, advertisers can customize two optional path fields (up to 15 characters each) to make URLs more descriptive.
Practical Example:
Scenario:
A travel company wants to promote “Maldives All-Inclusive Packages” using Exact Match Keywords in their Google Ads campaign.
Exact Match Keyword:
[maldives all inclusive packages]
Ad Copy Example:
- Headline 1: “Maldives All-Inclusive Deals”
- Headline 2: “Limited-Time Luxury Offers!”
- Description: “Escape to the Maldives with our all-inclusive packages. Flights + 5-star resorts at exclusive rates. Book today!”
- Display URL: www.travelagency.com/Maldives-Deals
Benefits of Using Expanded Text Ads:
Expanded Text Ads were designed to maximize visibility and ad impact on search results, particularly in a mobile-first environment:
- Enhanced Visibility: With double the character space, ETAs are designed to capture user attention and improve clickthrough rate (CTR).
- Mobile Optimization: ETAs automatically adapt to fit different screen sizes, making them ideal for reaching mobile audiences.
- Higher Engagement: By providing more descriptive space, ETAs allow advertisers to communicate value propositions more effectively, which has been shown to boost CTR by up to 20%.
Frequently Asked Questions:
- What are the character limits for Expanded Text Ads?
- ETAs allow two 30-character headlines and an 80-character description.
- Are Expanded Text Ads still available?
- While Google has phased out ETAs as the default format in favor of RSAs, ETAs are still functional for advertisers who choose to maintain them.
- Do Expanded Text Ads perform better than traditional text ads?
- ETAs generally perform better due to their increased space, which allows more detailed and compelling ad copy, often resulting in higher CTR.
- Can ETAs run on both desktop and mobile?
- Yes, ETAs are fully responsive and will display across all device types, including desktops, tablets, and mobile phones.
Interested in maximizing your Google Ads ROI? Anderson Collaborative specializes in optimizing ad formats, including Expanded Text Ads, to help you reach your target audience effectively. Contact us to improve your PPC performance today!
