Standard Text Ads Are No More: See How We Handled It

Standard Text Ads Are No More: See How We Handled It

Cause Inspired Media strives to stay ahead of the curve with changes and updates that affect our clients, particularly in the ever-changing world of Google. Early in Quarter Three of last year, Google began rolling out longer versions of their regular, standard text ads called expanded text ads. Of course, as soon as it was available, we began to roll this out across all of our accounts. Here are some differences that expanded text ads (ETAs) offer:

  • Two headline fields (up to 30 characters each)
  • A single, expanded description field (up to 80 characters)
  • A display URL that uses your final URL’s domain
  • Two optional “Path”fields, used in the ads display URL (up to 15 characters each)

What does this mean for you,the client? Itmeans that we have more of an opportunity to present a cohesive, thoughtful ad. More importantly, when February 1st rolls around, your ads will continue to run, looking and performing better than ever! Last month, I gave a training for the operations team for best practices for the new ETA ads. Here were some of the key takeaways:

  • Testing headlines and ad copy, and creating 3-5 ads in each ad group to test
  • Having a cohesive thought in the ad copy description that mimics organic search results
  • Avoiding “Franken-Ads”: occurs when trying to turn a standard text ad into an ETA, resulting in choppy and overall, bad copy
  • Being aware of any repetitiveness among ad copy, headlines, and display paths
  • Making sure overall tone and copy perfectly represents the organization we are writing for

Along with the training, we’ve gathered some data about how the ads have been performing across all of our accounts since we’ve integrated more ETAs. Here is what we’ve found:

  • 22.86% improvement in click-through rate
  • 71.58% increase in clicks
  • 39.66% increase in impressions

In conclusion, there is solid data to let us know that expanded text ads are a good format that Google has chosen to switch to, providing a cohesive experience across all devices, leading to better performing ads for your organization.

Have any questions about how your ads are performing? Contact your account strategist. 

Looking to have a Google grant account managed for your organization by Cause Inspired Media? Contact us today.

By: Cause Inspired Media 

Growing Your Good Work

Overview of Services:

Are you a new or small nonprofit needing help to continue to grow? Are you a mid-sized nonprofit that needs assistance with a new project or a new planning phase? If so, let’s connect so my experience and passion to help nonprofits can be put to work for you! Brenda has dedicated over 15 years to the nonprofit sector and worked with both large and small organizations. Out team has helped nonprofits grow through strategic planning and goal setting, successful project and organizational management, grant writing and administration, and fundraising. We are passionate about helping many sectors and organizations grow their good work! Our Coaching and Planning Services help you create your road map to long-term success! With guidance and hands-on assistance, we help nonprofits with business, strategic and operational planning and implementation that create continual measures of success. Ongoing coaching ensures a sustainable level of community service and support. Our grant research, writing, and administration services allow nonprofit Boards, staff, and volunteers to focus on mission related activities & donor relationship building. Put our long track record of successful grant services to the task of filling funding gaps.

Key Services (Bullet Points):

  • Senior Management Coaching
  • Strategic and Operational Planning
  • Grant Writing and Management

Special Benefits for Cause Inspired Clients

Caused Inspired clients receive one free month of grant services or two 30-minute coaching sessions. This is equal to $300 of free services!

Growing Your Good Work primarily serves small and mid-sized nonprofits in all sectors.

Growing Your Good Work

Address – Saint Augustine, FL

Phone Number – 904-599-8663

Email Address – [email protected]

Website – https://www.growingyourgoodwork.com/

Point of Contact – Brenda Swann

Region You Serve – National

MilkCrate

Overview of Services:

MilkCrate is a mission-driven tech company that empowers nonprofits to grow using technology. It provides a tool for nonprofits to take their offline programs online through an affordable mobile app that engages participants and allows for real-time impact reports for donors and stakeholders.

Key Services (Bullet Points):

A templated mobile app for nonprofits with various features:

  • Data Entry / Upload
  • Brand Development
  • Data Analysis
  • Platform Bugs & Features
  • App and Website Integration Platform Enhancement
  • Bespoke Development

Some organizations we worked with include Mighty Writers, PYSC, Hoplite Resilience Center, and more.

MilkCrate

Company Name – MilkCrate

Address – 448 N 10th St Floor 6, Philadelphia, PA 19123

Phone Number – (215) 720-1625

Email Address – [email protected]

Website – https://milkcrate.tech/

Point of Contact – Morgan Berman

Region You Serve – Nationally and internationally

TiksonDirect

Overview of Services:

I work with nonprofits as a de-facto fundraising, marketing, and/or operations director. I have a limited number of clients who view me as a member of their team, not as an outside consultant.

Key Services (Bullet Points):

  • Fundraising
  • Marketing
  • Operations
  • Strategy

I have worked for some of the largest nonprofits in the country, but now seek to work with only a few at a time, serving as a parttime member of your management team.

TiksonDirect

Address: 8751 High Gate Way, Belvidere, IL 61008

Phone: 214-403-5994

Email Link [email protected]

Website www.tikson.com

Contact Jeff Tikson

Region We Serve – Nationally