What works better in Google Adwords (GAW)? Traditional short text ads or the new expanded text ads ? Here are the numbers for a large client. Although there are 11,039 short ads, I used data for only 413 of the short ads because these ads have more than 1,000 impressions, which produces stronger statistical confidence. The data is January 1 2017 to July 30 2017.
Short Text Ads
- 11,039 Total short ads
- 413 short ads with +1,000 impressions
- 502,271 Clicks
- 8,464,194 Impressions
- 5.93% Avg. CTR
Expanded Text Ads
- 296 Expanded ads with +1,000 impressions
- 8,885 Total expanded ads
- 499,097 Clicks
- 4,961,742 Impressions
- 10.06% CTR
Results: Expanded ads produce 10.06% CTR and short ads produce 5.93% CTR. That’s a 58.94% performance increase for expanded ads.
If you haven’t yet, convert your short text ads to expanded format.
You may have noticed that I have 11,000 ads in an account for a client. I manage over 50,000 ads. There’s a way to convert 11,000 short ads into expanded ads in less than thirty minutes; I’ll leave that to you for homework extra credit 🙂