6 facts about the new Expanded Text Ads from Google

The new Textads. (Image: Google) Nothing has changed our user behavior as much as the smartphone. For this reason, Google has also completely overhauled AdWords. As part of its Performance Summit, the company presented a new mobile-optimized advertising format. The Expanded Text Ads (ETA) in AdWords offer 50 percent more space for ad texts. Marin Software has compiled six facts about the new AdWords format that advertisers should know:1. definition of the ETAExpanded Text Ads are a mobile-optimized advertising format in Google AdWords to increase performance in mobile search results. They are also displayed in desktop search results.2. more characters for two headlinesThe new ad format has two headlines that are linked with a hyphen. Each headline can consist of up to 30 characters. The old format only allowed one headline with a maximum of 25 characters.3. longer description textThe maximum number of characters for the description text for the advertised products or services is also increasing. Instead of two 35-character texts, only one text with a limit of 80 characters is possible.4. automatic display URLThe display URL is now automatically extracted from the target URL. Advertisers can now create up to two path areas. For example, the URL for "Golf" and "Shoes" would look like this: powpowsports.com/golf/shoes.5. higher click through rateInitial test results from ETA show that the increased presence of the ad has a positive effect on the click-through rate (CTR).6. customization of the text displaysPrevious text ads must be adapted in AdWords to be compatible with the ETA format. Various tools can automate this process.