Expanded Text Ads: Do They Impact Click-Throughs?

[suchona.kani.z]

The results of our experiment
As soon as I had the chance, I created experiments to check how much longer texts would affect advertising results . Unfortunately, due to time constraints, I only had time to focus on a few campaigns. Here I will focus on 3 general, 1 brand and 1 competitor-targeted campaign. It's been a month now, so let's take a look at the first results:

Brand results

Demonstration of results in a brand campaign

Results of campaigns targeting competitors

Performance ad results

You can see that the longer texts have actually benefited so far in these overseas chinese in uk data two campaigns . The CTR has increased significantly and the CPC has decreased, meaning the ads have gotten more clicks for less money.

For the brand, I attribute this to the fact that the advertisement with all usable extensions takes up almost the entire top part of the results. Moreover, the longer texts are more prominent than the classic ones from organic search and no one from the competition advertises for this brand.

For a competitor-targeted campaign, on the other hand, it can be attributed to the fact that their PPC specialists have not yet had time to adapt to the new possibilities, and thanks to this, our advertising is much more noticeable. It simply says: “Click on me !” But it is only a matter of time before they look around and these results change again and come closer to the results of the general campaigns mentioned above, or, as is often the case with competitor-targeted campaigns, the results will be even worse than for general campaigns.

Results of the general campaign 1st experiment:

Sample results of expanded ads

Results of the general campaign 2nd experiment:

Sample results of expanded ads

Results of the general campaign 3rd experiment:

Results of the general campaign 3rd experiment:

The situation is different for general campaigns at the moment. Why? Competition is to blame.