Ask A PPC: Should I Pause My Expanded Text Ads via @sejournal, @navahf

9 months ago 122

ARTICLE AD BOX

The latest question for Ask A PPC is based connected Ad Strength and Creative. It comes from Isha successful Delhi, who asks:

“Should extended substance ads beryllium paused oregon kept moving arsenic we can’t edit?”

The abbreviated reply is the age-old, “It depends.”

However, caller information indicates determination whitethorn beryllium much worth successful moving distant from expanded substance ads.

In this post, we’ll spell over:

The authorities of expanded substance ads (ETAs).
Reasons to support them.
Reasons to pause.

This is simply a Google-specific perspective. However, the aforesaid logic could beryllium applied to Microsoft.

The State Of ETAs

Expanded Text Ads (ETAs) let users to see 3 30-character headlines and 2 90-character descriptions.

These ads service originative successful the bid specified successful the archetypal ad, but they mightiness beryllium truncated based connected the hunt motor effect pages (SERP) they served on.

As a wide rule, mobile SERPs would lone amusement headlines 1 and 2 (with immoderate truncation imaginable successful header two).

They besides were “deprecated” successful June of 2022. The quotes beryllium due to the fact that – portion advertisers tin nary longer make oregon edit ETAs – ETAs were allowed to proceed running.

This is akin to modular ads (which received the aforesaid attraction successful September 2017).

As such, determination are inactive a important fig of advertisers utilizing ETAs alternatively of oregon successful concern with Responsive Search Ads (RSAs) and Performance Max ads.

While I can’t stock a factual fig of however galore ETAs are inactive running, a caller Ad Strength survey from Optmyzr recovered astir 20% of advertisers inactive person immoderate ETAs moving successful their accounts (~5,000 accounts).

There is nary wide reply connected ETAs. It genuinely depends connected the authorities of your concern and performance.

Reasons To Keep ETAs

The biggest crushed to support ETAs is they are performing well.

Most hold that 200% ROAS is the baseline for passable show (i.e., enactment $1 successful and get $2 back). Based connected the data, ETAs look to conflict to conscionable this:

Length Bucket	No. Of Ads	CPC	CPA	CTR	Conversion Rate	ROAS
0-20	69296	1.49	34.80	5.98%	4.27%	159.38%
21-30	165899	1.78	30.52	6.61%	5.83%	148.83%
31+	8964	0.91	4.93	9.00%	18.42%	161.40%

(Data from the Optmyzr Study)

However, if you’re not utilizing conversion values, you mightiness request to usage conversion complaint and CPA to find success.

To opposition ETA data, here’s the Optmyzr information for RSAs:

Heading Length Bucket	No. Of Ads	CPC	CPA	CTR	Conversion Rate	ROAS
0-20	92744	1.26	17.36	8.85%	7.26%	208.78%
21-30	716888	2.20	30.61	7.95%	7.19%	181.35%
31+	31631	1.86	40.01	7.75%	4.65%	224.73%

While longer ads are adjacent to ETA show (which makes consciousness due to the fact that longer ads are a maneuver from the ETA era), it’s wide shorter ads outperform their predecessor.

However, large information doesn’t ever construe to your idiosyncratic performance.

That’s why, it’s captious to found your ain thresholds for performance. If you’re seeing your advertisement underperform (likely owed to not being arsenic eligible for capable SERPs), you whitethorn privation to marque the switch.

It’s important to retrieve that you can’t “undo” this choice.

Another crushed to support these ads is conscionable truthful you tin person them. Once they’re paused, you’re not getting them back.

Reasons To Pause

The main crushed to determination distant from ETAs is you privation the astir entree to each placements for your hunt terms.

Google has galore antithetic SERPs which tin unit truncation. Leaning into RSAs and PMax ensures you person the astir accidental to succeed.

Final Takeaway

There is nary close oregon incorrect reply connected whether to determination distant from ETAs. However, it is important that you honestly audit your ETAs and corroborate they’re inactive moving for you.

Have a question astir PPC? Submit via this form or tweet maine @navahf with the #AskPPC hashtag. See you adjacent month!

Read the afloat Ad Strength & Creative Study from Optmyzr.

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