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Your Detailed Testing Strategy for Expanded Text Ads

Your Detailed Testing Strategy for Expanded Text Ads

By   June 28th, 2016

This is a guest post from Sarah Burns, Content Manager
at Boost Media.

With the introduction of Google’s Expanded Text Ads (ETA), marketers have a more robust ad format that allows for more text, and Google has the ability to manipulate the layout to fit the appropriate screen for display. While this is a strong shift toward mobile-first that levels the playing fields between natural search (SEO) ads and AdWords, it doesn’t guarantee better performance.

Google reports that some advertisers could experience up to a 20% lift in CTR. The important word here is “some,” as it indicates that simply expanding ads with no plan is not a guarantee of success. What follows is a set of scenarios you should test that will help guarantee the best possible performance lift for your brand.

Scenario 1: Test standard ads versus ETAs using a generic new headline

  • With large accounts, it’s unrealistic to think that you can write custom copy for every ad. It’s important to try to find suitable headline additions that can be applied across the tail of an account.
  • Be sure to test this method on groups of ad groups. The same additional headline in one product line will probably not work in another product line.
  • Don’t test things like “Buy Now!”. The odds of this generic approach being a success are very low.

Scenario 2: Test standard ads versus custom headlines

  • The head and much of the trunk of an account need custom copy. Testing custom copy against the old standard ads will ensure that you don’t just replace old copy with longer copy that’s worse. Our early testing shows that standard ads can outperform ETA ads if ETA is done poorly.
  • Don’t be afraid of rewriting the entire ad. Adding copy to the end of a headline doesn’t guarantee that the entire ad will make sense or drive clicks.
  • Focus on the big ad groups, as custom writing can be time-consuming.

Why not test everything at once?

Be sure to focus on one thing at a time. If you mix descriptions, headline, and paths in one test, you may introduce a better overall ad, but one section may be causing the lift while the other changes are actually causing a drop. By focusing on one variable at a time, you stand a better chance of isolating what caused the lift and understanding the drivers behind what to do next. As you move toward complete optimization, many times you’ll gain insights that can be applied to other parts of the ad.

I don’t have the time for this. What should I do?

Simply put: make the time. If you don’t prepare for ETA and your competitors do, you can expect to see a drop in performance as the competition captures more of the impressions and clicks. Just as Rome wasn’t built in a day, you don’t have to do this overnight. Set a steady pace and a strategy, and you’ll be on the way to performance increases.

 

About the Author

sarahSarah manages Content Marketing at Boost Media and leads a team of marketing professionals to drive revenue through complex B2B marketing campaigns in the ad tech industry. Prior to joining Boost, Sarah developed marketing and sales strategy at BNY Mellon, a top 10 private wealth management firm. In a former life, Sarah worked in journalism writing for magazines including Boston Magazine, The Improper Bostonian, and Luxury Travel. When she’s not writing engaging content, Sarah enjoys cooking, running, and yoga.

About Boost Media

Boost Media increases advertiser profitability by using a combination of humans and a proprietary software platform to drive increased ad relevance at scale. The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.