An additional description and headline was added to the Expanded Text Ads last year. How have the updated ETAs performed when compared with the old format? We have an AdWords script to help find that.
Here is what got changed in Expanded Text Ads:
|Previous ETA Character Limit||New ETA Character Limit|
|Headline 1||30 characters||30 characters|
|Headline 2||30 characters||30 characters|
|Headline 3||– NA-||30 characters|
|Description 1||80 characters||90 characters|
|Description 2||-NA-||90 characters|
This script, when run, creates a report where you can see the cumulative data of your account that are segmented basis 3 headline and 2 headline ETAs. As you can see below, all key performance metrics such as Clicks, Impressions, CTR are mentioned for both the previous format and the new one. You can use this data to compare the performance.
You can also easily find out ad groups that do not have any active 3 Headline ETAs and can rollout the ads for those ad groups.
Additionally, there is a summary sheet, which visually tells you the account’s performance for 3 Headline ETAs vis a vis 2 Headline ETAs. The key metrics for the account are summarized. The metrics are then normalized to 100 as shown in the sheet below:
And the result is a graph like below:
How to get this AdWords script?
Here are the variables that you can change to customize it to your requirement.
- MAX_ADGROUPS : This report is generated for top ad groups in the account, by spend. This variable specifies number of top ad groups to be included in the report. By default, this is set to 200. That is, the report is generated for top 200 ad groups, by spend. You can increase this limit, if you are running a large account. From our experiments, we have see that it takes approximately one second to process one ad group. Increasing this limit will make the script run longer. A script can run for a maximum of 30 minutes, which means, about 2000 ad groups will be processed at a maximum.
- IS_MCC_ACCOUNT : This flag is to indicate whether you will be running this script at MCC-level. By default, it is set to false. Change it to “true” if you want to use for all the linked accounts in your MCC account. The results for each account will be stored in two separate sheets – one with raw data and one has the summary. Be careful, if you have many many accounts.
- FILTER_ACCOUNTS_BY_LABEL : If your MCC account has tons of linked accounts, you may not want to run this script for all the accounts. In that case, turn this flag to “true” and then specify the label with ACCOUNT_LABEL_TO_SELECT variable. Only the accounts with the specified label will be analyzed to generate this report.
- DATE_RANGE: By default this is set to LAST_7_DAYS, however, you can use predefined ranges like LAST_30_DAYS or LAST_14_DAYS etc., depending on the duration which you think best represents account’s data. For example, if you have launched bunch of new responsive search ads 3 weeks ago, you can use data from last 7 or 14 days. By default, the script will get the data for last 14 days.
Once again here is the link to the script.
You can also get your hands on our AdWords Script here that analyzes your account for winning and poor performing ads.
Feel free to send an email (support AT karooya.com) if you have any queries for this script.