As we’ve detailed in previous installments of Level Insights, Google announced this summer that it was doubling down on “Expanded Text Ads” (ETAs) as the ad format of the future, and removing traditional text ads as a new ad option on October 26th. Existing ads will be unaffected by the 10/26 deadline.
ETAs are text ads that include two headlines instead of one, and have expanded character limits to give advertisers more room to fit additional copy. Initial results have shown that ETAs can improve clickthrough rates (CTRs) by up to 20%.
Because we were part of the closed Beta, Level has been collecting data on ETAs for longer than most agencies and advertisers. We have developed client-specific rollout strategies for all of our partners ahead of the October 26th deadline. Level account managers will be reaching out to our partners over the next few weeks to preview the rollout strategy and discuss implementation details and requirements.
User experience meets the bottom line. From Marketing Land:
“Facebook doesn’t want people to be so discouraged by slow-loading links that they stop clicking on links in ads altogether (and stop making Facebook money).”
Data and strategy are taking a larger role in the creative process. From AdvertisingAge:
“While marketers decide where a campaign is run, the creative director should be involved in this process, considering not only how to make a campaign cohesive across all chosen platforms, but how creative can take advantage of the unique traits of each platform — and, perhaps even more importantly, how creative should adapt depending on where the ad runs and how it performs there.”
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