The Biggest Google Ad Updates Are Also The Quietest

Expanded text ads. Removing ads on the right and adding a fourth text ad at the top of desktop searches. Customer correspondence. These are just a few of Google’s “major” announcements over the past year that have generated strong reactions in the search industry. Analysts, myself included, have worked hard to report on the impact of these updates on brands and offer best practices in light of the findings. However, when analyzing the paid search landscape, I find that it’s often the silent, unannounced updates that have the biggest impact on performance. Of course, all paid search managers would like to think that the success or failure of their programs depends on their hard work and brilliant strategies, but sometimes the most important factors happen behind the scenes.

That’s not to say there aren’t smarter ways than others to respond

That’s not to say there aren’t smarter ways than others to respond. To these unexpected developments, and it can pay off to be able to Uruguay WhatsApp Number List understand that they’re happening in the first place. To illustrate my point, I’ll discuss a few recent updates that have received. A lot of coverage and a few that are less well publicized. Then explain how each update will impact performance. Well-known but less impactful. Updates expanded text ads google’s new expanded text ad format (eta) offers many more characters for advertisers. To work with and has been touted by google itself as a 2x click-through rate (ctr) boost for some advertisers.

I wrote extensively about early performance comparisons

Uruguay WhatsApp Number List

I wrote extensively about early performance comparisons between. Eta and legacy text ads a month ago, explaining that when the data is segmented correctly. Top-of-page unbranded ads see virtually no difference in performance. Etas for branded terms at the top of the page actually had a slightly lower. Ctr than the old ad format. Google_eta_vs_standard_ctr footer etas seem to outperform standard. Text ads in terms of ctr. But footer only accounts for about 20% of all off-brand clicks. According to our data at merkle. This means that the overall account performance impact of a better ctr in that page placement is small. I explained in my previous article why some published case studies. Are likely to show much better results with eta.

 

 

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