{"id":7528,"date":"2019-01-15T22:19:24","date_gmt":"2019-01-15T16:49:24","guid":{"rendered":"https:\/\/www.karooya.com\/blog\/?p=7528"},"modified":"2019-01-15T22:19:24","modified_gmt":"2019-01-15T16:49:24","slug":"performance-comparison-2-headline-etas-expanded-text-ads-vs-3-headline-etas","status":"publish","type":"post","link":"https:\/\/www.karooya.com\/blog\/performance-comparison-2-headline-etas-expanded-text-ads-vs-3-headline-etas\/","title":{"rendered":"Performance Comparison – 2 Headline ETAs (Expanded Text Ads) vs 3 Headline ETAs"},"content":{"rendered":"

Last year, Google Ads updated the Expanded Text Ads<\/a> to include an additional third headline and a second description. With this change, advertisers got more room to display information. But has it also improved the performance of the ads?<\/p>\n

<\/p>\n

Here is what changed from the previous\u00a0ETA ad format<\/a>\u00a0to the current renewed one:<\/p>\n

 <\/p>\n\n\n\n\n\n\n\n\n
<\/th>\nPrevious\u00a0 ETA Character Limit<\/th>\nNew ETA Character Limit<\/th>\n<\/tr>\n
Headline 1<\/b><\/td>\n30 characters<\/td>\n30 characters<\/td>\n<\/tr>\n
Headline 2<\/b><\/td>\n30 characters<\/td>\n30 characters<\/td>\n<\/tr>\n
Headline 3<\/strong><\/td>\n\u00a0– NA-<\/td>\n30 characters<\/td>\n<\/tr>\n
Description 1<\/b><\/td>\n80 characters<\/td>\n\u00a090 characters<\/td>\n<\/tr>\n
Description 2<\/b><\/td>\n\u00a0-NA-<\/td>\n\u00a090 characters<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

 <\/p>\n

We dug into three of our accounts and pulled out data to compare the ETA performances and saw some contrasting results.<\/p>\n

 <\/p>\n

Account 1<\/strong><\/p>\n

On normalizing the data from the first account, we found that at a 12% higher CPC, 3\u00a0headline ETAs had a high CTR at 18% and a 2% high conversion rate when compared with 2\u00a0headline ETAs. The spend of 3\u00a0headline ETA was at at its peak at 102% and about 83% more conversions than 2\u00a0headline ETAs.<\/p>\n\n

 <\/p>\n

Account 2<\/strong><\/p>\n

In another account, the spend of 3 headline ETAs was 64% less than 2 headline ETAs and the result was 48% low clicks and 22% lower CTR with 15% low conversion rate at a 30% low CPC.<\/p>\n\n

 <\/p>\n

Account 3<\/strong><\/p>\n

In the third account, the spend of 3 headline ETAs was 93% lower than that of 2 headline ETAs. On comparing other metrics we found that the clicks were 94% lower than 2 headline ETAs at a 20% high CPC and a 4% low conversion rate and 95% low conversions.<\/p>\n\"account<\/a>\n

 <\/p>\n

Disclaimer: This account is in the early stage of ETA rollout and only a small subset of ad groups have the 3 headline ETAs running. Hence the data for 3 headline ETAs appears\u00a0 lower when compared with 2 headline ETAs (the latter having been active for quite a while now)<\/em><\/p>\n

 <\/p>\n

 <\/p>\n

And it’s a mixed bag!<\/strong><\/p>\n

There is no one final conclusion that can be drawn here. Of all the three accounts that we analyzed, the Account 1’s 3 headline ETAs performed better than the remaining. However its performance cannot just be attributed to the addition of the third headline and second description.<\/p>\n

 <\/p>\n

Also, one must make a note, that it is not guaranteed that your 3rd headline and 2nd description will get displayed and there is no data to prove so. So, drawing a legitimate conclusion from this becomes all the more difficult.<\/p>\n

 <\/p>\n

Nevertheless, here are the comparison of the three accounts basis the\u00a0 performance metrics:<\/p>\n

 <\/p>\n

The table shows data in context to 3 headline ETAs (high or low) when compared with 2 headline ETAs<\/p>\n

 <\/p>\n\n\n\n\n\n\n
<\/th>\nAccount 1<\/th>\nAccount 2<\/th>\nAccount 3<\/th>\n<\/tr>\n
CTR<\/strong><\/td>\n+18%<\/td>\n-22%<\/td>\n-3%<\/td>\n<\/tr>\n
CPC<\/b><\/td>\n+12%<\/td>\n-30%<\/td>\n+20%<\/td>\n<\/tr>\n
Conversion Rate<\/b><\/td>\n<\/td>\n<\/td>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

 <\/p>\n

<\/h4>\n

Next Steps<\/strong><\/p>\n

If you are creating a new campaign or ad group, then it is advisable to launch only the 3 headline ETAs, but if you have an existing ad group with 2 headline ETAs performing well, then don’t pause them.<\/p>\n

 <\/p>\n

Test Your Expanded Text Ads<\/strong><\/p>\n

With our\u00a0AdWords script<\/a>\u00a0 advertisers can download a detailed ad performance report that will help identify the winning and poor performing text ads in your account. Get this script to find how your ads have been faring.<\/p>\n

 <\/p>\n

How has the new ETAs performed for you and what is your take on the change?<\/p>\n

 <\/p>\n

Let us know in comments below.<\/p>\n

 <\/p>\n

Related Links:<\/strong><\/p>\n