2021 Update: [RIP expanded text ads Although it’s a slight inconvenience to remember tasks like rinsing cans and removing cheese-covered wax paper from pizza boxes before discarding them, I’m a strong advocate for recycling. However, this doesn’t apply to piecing together old ad copy to create your new Expanded Text Ads.

Recycling standard text ads by extracting bits of description lines and calls to action and joining them with punctuation or conjunctions simply doesn’t work. Many advertisers struggle to abandon their old, restricted copywriting methods and embrace the expanded possibilities of ETAs.

Don’t Be a Paid Search Luddite: Embrace Change

If you’ve been advertising on the search network for over a decade, you might be overly attached to your ads. Even diligent split-testers likely have copy in their accounts that has generated conversions since before millennials became a target for criticism.

This stems from the fact that text ad formats have remained largely unchanged since Google AdWords (now Google Ads) launched in the year 2000: a 25-character headline, two 35-character description lines, and a display URL. This consistency has created a comfort zone that many advertisers struggle to leave, despite the 47% increase in character count offered by ETAs. As previously mentioned, a common practice is to piece together snippets from the most successful past ad copy to create a “Frankenstein ETA.”

While this approach might seem pragmatic, its drawbacks outweigh the perceived time-saving benefits. In essence, prioritizing the perceived “efficiency” of using repurposed copy over generating fresh content for ETAs can negatively affect account performance. Hesitation to move on from what has worked for over a decade is understandable. Short phrases like “sale ends soon” and “learn more” have been effective, and keyword integration was crucial when text ads were limited to 95 characters. However, in a landscape dominated by extensive ETAs, clinging to these outdated practices is comparable to insisting on using dial-up internet. It’s a mismatch, and the solution is to create new ad copy specifically designed for the format and expanded character count of ETAs.

Let Go of the Past

Therefore, the first step towards crafting exceptional ETAs is to eliminate old copy. Although standard text ads are being retired on January 31st, I advocate for a complete overhaul. While learning from past high-performing ads is valuable, this knowledge should serve as a foundation, not a crutch.

For instance, observe this screenshot. The first headline in the ETA mirrors the old one, which is acceptable in a branded campaign. However, it goes downhill from there. The second headline, “The Destination for Music Gear,” lacks emotional appeal and a CTA. Moreover, the description line reads like someone appended old ad extensions to the original line to reach the new character count. This is not an isolated case. Even our account is guilty of this (we’re transitioning to improved ETAs using the tactics described below, but we’re as culpable as Guitar Center for now). The key takeaway?

Below, I’ve listed the seven deadly sins of ETA writing, highlighting common mistakes and, more importantly, how to avoid them to create exceptional ad copy.

ETA Sin #1: Keyword Overload in the First Headline

The limited space in standard text ads (95 characters across the headline and description lines) made it crucial to include target keywords within the first 25 characters. This resulted in a bolded keyword at the beginning of your ad, acting like a less impressive neon sign.

With ETAs, there’s no need to cram your target keyword into the first 30 characters. While it should appear somewhere in the ad, the ample space means you shouldn’t force it in unless it fits naturally. You have the other headline, the description line, and both URL paths at your disposal. While your competitors recycle tired and robotic copy, you can captivate potential customers with a unique voice and a compelling offer.

The Solution:

Prioritize engagement over keyword repetition. Take a look at this example:

While this ETA uses the keyword “onboarding software” in the first headline, it does so organically, without simply adding a generic adjective. The additional space is used to elaborate on the software’s purpose, conveying both features and benefits instead of keyword padding. The results are significant: a 400% CTR improvement by providing compelling information instead of repetitive keywords.

In Short:

ETAs offer various avenues to leverage keywords, including the extended description line and URL paths. Focus on creating valuable and coherent headlines instead of keyword-stuffed ones.

ETA Sin #2: Repurposing the First Description Line as the Second Headline

A frequent mistake in initial ETA attempts is moving the old first description line into the new second headline slot. Traditionally, the best practice for standard text ads was: Headline: Keyword + remaining space (usually a short, non-descriptive adjective) Desc. Line 1: Value proposition Desc. Line 2: Value proposition (continued) + Call to action

Following this format, the second headline in a repurposed ETA would be a 30-character value proposition. While having this bolded might seem beneficial, it wastes the most significant advantage of ETAs: incorporating a visually prominent call to action.

The Solution:

Emphasize an enticing call to action. In reality, most people primarily read headlines. This phenomenon, often cited in news (leading to the rise of clickbait headlines), also applies to PPC ads.

Therefore, a second bolded headline holds significant value. If the first headline piques interest by addressing the searcher’s intent, the second should focus on prompting a click and, subsequently, a conversion. By creating an emotional appeal in the first headline, you can present your offer before the reader’s eyes reach the description line, effectively increasing the visibility of your call to action and potentially boosting CTR.

In Short:

If your first headline has generated interest by aligning with the searcher’s intent, capitalize on the second headline by including a compelling call to action. After all, headlines are what people read first! (Note: Best practices for Responsive Search Ads differ slightly, as you don’t control the order of displayed headlines.)

ETA Sin #3: Prioritizing Brevity Over Quality in the Description Line

This is arguably the most crucial point, underpinning everything mentioned so far. Every standard text ad strategy you’ve employed or read about has been limited by strict character constraints. Instead of providing potential customers with detailed value propositions and clear calls to action, you’ve had to make compromises.

Similarly, many advertisers have avoided using features like countdown timers due to character limitations. Thanks to ETAs, you now have the opportunity to convey a more impactful message – don’t squander it by recycling old content instead of creating fresh, engaging copy.

The Solution:

Unleash your copywriting skills. The expanded character count means you can move beyond generic phrases like “buy now,” “best,” and “ends soon” and create ads that resonate with your offerings. You can be specific, stand out from competitors, and effectively communicate your USP (Unique Selling Proposition).

A great starting point? Leverage your landing page and website copy in your PPC campaigns. If your high-converting landing pages were crafted by a professional copywriter, now’s the time to inject that CRO magic into your paid search ads. Once you’ve implemented this approach and discarded the cobbled-together ETAs, you can start A/B testing your ad copy against countdown timers, emotional appeals, and other creative elements!

In Short:

You have 47% more space – use it wisely!

ETA Sin #4: Limiting URL Paths to Keywords

Standard text ads allowed you to include a display URL, which was useful for masking unattractive subdomains and incorporating keywords. ETAs replace the display URL with dynamically generated “paths” based on your final URL. These paths feature two new fields, aptly named URL Paths, each providing 15 characters – an extra 30 characters to leverage (or ignore, which you shouldn’t do).

Remember the compelling headlines where we prioritized engagement over keyword stuffing? URL Paths are the ideal place to incorporate those keywords. Utilize them strategically to maximize Quality Score and demonstrate relevance to search queries, reassuring those who read past the headlines. But that’s not all URL Paths are good for.

The Solution:

Maximize relevance with creative URL path strategies.

The power of URL Paths lies in their versatility. Beyond keywords, you can also implement dynamic keyword insertion (perfectly matching search queries) or, my personal favorite, incorporate a countdown timer. While the URL Path might not be the deciding factor in your ad’s success, maximizing its potential can contribute significantly. Think of it as a permanently displayed ad extension. **BONUS** For a bolder approach, you can currently use URL Paths to include trademarked terms and competitor names. While this might change as Google updates ETAs, it’s a creative way to demonstrate relevance and gain a competitive edge without triggering ad disapprovals.

In Short:

URL Paths are more than just aesthetics. Leverage them strategically by incorporating customizers like dynamic keyword insertion or countdown timers.

ETA Sin #5: Overlooking Mobile-Specific Ads

The “lack” of mobile-specific ads in ETAs has left some advertisers, particularly those targeting mobile users, perplexed. I understand the concern – mobile ads are valuable, and device-specific bid adjustments aren’t always sufficient. “But Allen, why is ’lack’ in quotation marks?” Excellent question! It’s because mobile ETAs are achievable, though they require a bit of effort.

The Solution:

Navigate to the “Business Data” section within the Shared library. There, you can upload a feed (essentially a spreadsheet).

Create a spreadsheet with columns representing the necessary fields to customize your ads. For simplicity, let’s say we want to adjust the headline for mobile SERPs in a specific campaign. Create a “Headline1” column, followed by columns referencing the target campaign, ad group, and device preference.

In this example, we’re modifying “Headline1” for ads displayed on mobile devices to mention that prospects can call for a free quote. To implement these customized ads, use the DKI format: insert an equal sign (=) followed by the feed name (“MobileETAs” in this case) and the field to modify (“Headline1”), separating them with a period. And there you have it – mobile-specific ads are ready to go!

In Short:

Mobile-specific ads are still possible with ETAs; you just need to know where to find them.

ETA Sin #6: Sticking with Outdated Ad Extensions

Ad extensions have long been crucial in Google Ads, providing additional context-specific information without encroaching on the ad copy’s character limit. With ETAs, extensions remain valuable but require attention to avoid redundancy.

Google penalizes advertisers whose ad copy and extensions are too similar by suppressing the extensions altogether. If your ad copy parrots the information in your extensions, Google won’t display them. When creating ETAs by recycling old copy, it’s tempting to use elements from extensions to reach the character limit. This is a mistake.

The Solution:

**Ahem** Craft fresh, cohesive ads instead of stitching together 15-character phrases. **Ahem** On a serious note, if you find yourself reusing information from your ad extensions, rewrite them to convey different but complementary information.

By avoiding disjointed phrases in your ad copy, you might naturally avoid overlapping with your extensions. However, it’s crucial to audit your Google Ads account to identify what’s effective and what needs improvement. This allows you to hit the ground running with A/B testing your ad copy.

In Short:

Review your ad extensions and ensure their uniqueness to avoid Google ignoring them.

ETA Sin #7: Neglecting Bing

Google isn’t the only platform with Expanded Text Ads. Microsoft Ads offers them as well, and it would be unwise to overlook them. Bing’s ETAs seem to be holding their own against Google Ads; based on our client data, they achieve an average CTR of around 7% on search.

The Solution:

…Apply the advice provided here to Bing Ads as well! While each platform has its nuances, writing effective ETAs generally follows the same principles. Focus on incorporating emotional appeals or urgency in headlines, establishing your brand as an authority in the description, and watch the leads come in.

In Short:

Remember everything you implemented in Google Ads? Replicate those strategies on Bing Ads. *** By avoiding these seven sins of Expanded Text Ad writing and implementing the recommended strategies, you’ll be well on your way to crafting high-converting ad copy.

If you have further questions about creating ETAs, register for ” The Countdown to ETAs,” a live webinar hosted by nexus-security’s resident data scientist Mark Irvine on December 14th!