- \n
- A third headline with 30 characters<\/li>\n
- A second description<\/li>\n
- The ability to use as many as 90 characters for each description<\/li>\n<\/ul>\n
This isn’t the first time Google has increased the character limit of search ads. Cause Inspired Media’s COO, Sean Kerr, explains:<\/p>\n
The last update of this kind,\u00a0 the switch from standard text ads to ETAs that included a second headline, was a major opportunity and undertaking. While most organizations were slow to make the change, we had every ad group testing an expanded text ad within an month, and the results were staggering. Because of this change, along with the optimizations we were already making regularly, we saw that the average client experienced a 50% increase<\/strong> in their click-through-rate (CTR) over the next 3 months.<\/p><\/blockquote>\n
Because more and more people are searching specifically on the web, and expect highly targeted results, Expanded Text Ads are extremely effective, especially for nonprofits. Now that nonprofits can use this space to really set themselves apart from their non- and for-profit competitors, tell their story, and compel people to engage with their mission like never before, they should expect increased conversions, and overall web traffic.<\/p>\n
![\"\"](\"https:\/\/causeinspiredmedia.com\/wp-content\/uploads\/2018\/08\/ETA1.jpg\")
<\/a>Example of Extended Text Ad Before Update<\/figcaption><\/figure>\n ![\"\"](\"https:\/\/causeinspiredmedia.com\/wp-content\/uploads\/2018\/08\/ETA2.jpg\")
<\/a>Example of Expanded Text Ad After New Update<\/figcaption><\/figure>\n Be sure to keep in mind that the addition of the third headline and second description are not guaranteed<\/a> in every ad impression. Google says it will display the additional characters when there is enough space, depending on the device in use. For example, smaller smartphones do not have the screen space to display such large ads, and are more likely to display the traditional ‘2 headline, 1 description’ format. Yet the opportunity to expand ads and get clicks from even more relevant users is something that marketers everywhere are excited to try out.<\/p>\n