Google Ads

Positives & Negatives of Expanded Text Ads – Drive Higher CTR in Google Ads

Expanded text ads – The good and the bad

Google Ads has now become synonymous with online business, given its reach and efficiency. Google, in the know of humongous growth of Ads in the coming years, engage in various developments to upgrade its services so that more advertisers get involved in it. Some may turn absolutely advantageous while others may trouble you in the long run. Incorporating both benefits and drawbacks, Expanded Text Ads came into the picture replacing traditional version of standard ads, in the year 2016.

What are Expanded Text Ads? What effect do they have on Ads? To unravel such perplexities, let’s dig deep into the concept of ETA.

What are Expanded Text Ads?

Cited as the next generation of Text Ads by google, Expanded Text Ads allows the advertisers to provide more information for display on their ad. This beneficial in terms of message as user can have more amount of information at his disposal, without necessarily clicking the ad.

Features of Expanded Text Ads are as follows

• Three headlines, up to 30 characters each.

• Two (Expanded) description field, up to 90 characters

• Display URL should have the same domain as the final URL

• Two optional path fields in the display URL with up to 15 characters each

This is the format of the Expanded Text Ads. It is apparent that some of its features such as display URL using the same domain as the final URL and extension of character count are indeed helpful in curbing the regular concerns of messaging.

Why Expanded Text Ads?

Increase in usage of mobile phones is what propelled the idea of Expanded Text Ads. The majority of the world’s population carry smartphones and what’s a better time than this to begin extending our reach using mobile as a medium? It aims to engage mobile users in Expanded texts which enables greater visibility and information quality, given the extension of character limit.

After January 31, 2017, Google ceased to support any kind of creation or editing of standard Ads as every ad created must be in Expanded Text ad format.

Now let us ponder the pros and cons of the Expanded Text Ads.  This is very important to know if you are in pursuit of Digital Marketing Job. We help you learn all these concepts in our Digital Marketing Bootcamp program.


• With the extension of the character limit, it is evident that Ads will be more specific and detailed.

• No need to worry about display URL matching the final URL domain as final URL domain is going to the display URL.

• With the larger visibility and more information, Ads are bound to grab the attention of potential customers.

• Optimization can be done more effectively as there is an increase in character count.

• You can witness a considerable increase in CTR because of the increased length of the ad, which enables more information for display.


• Though the increase in characters is said to an advantage, it often results in heavy competition for the top spot as there can be no more than one top spot.

• According to some experts, this might be an inconvenience for the businesses that are not dominant in their chosen occupational group as existing pioneers might dominate the SERP by occupying larger space.

• Chances of decrease in CTR is also apparent. This is because Ads on higher position take up much amount of space pushing other ads significantly down resulting in loss fall of CTR.

• Some experts say that it obscures the distinguishing line between paid and organic results as the extension of title and description characters making it ambiguous and almost equal to organic results.

Expanded Text Ads have their own share of good and bad. But it’s up to us that what we concern ourselves with. Good quality and efficient optimization would help your ad reach the top position. Hope this article is enlightening and productive. Please leave your views in the comment section.

If you are planning to take up Digital Marketing as a career, we help you get there through our extensive Digital Marketing Bootcamp Program.

Google Ads Interview Questions

Accenture PPC AdWords Interview Questions Part 2

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Accenture Interview Questions for AdWords/PPC roles – PART 2.

If you are applying for Accenture interview and trying to find the type of questions that are asked during your interview rounds. Answer all these questions before you even think of taking the shot. We teach digital marketing to our cohorts in a way that by the time they complete the bootcamp, they will be ready for any digital marketing interview. Moreover, we guarantee 100% placements to all those students who complete the immersive bootcamp course. You will be able to answer anything related to digital marketing vertical.

  1. What is budget delivery and over delivery? Describe each type.
  2. What are bid strategies? What’s the difference between eCPC & tCPA? Which advertiser would use eCPC and not tCPA?
  3. what all the Ad group settings we have
  4. geo-targeting
  5. setup re-marketing campaigns
  6. what is AES file in AdWords editor
  7. Benefits of having a brand campaign in an account
  8. How to setup call conversion and website call conversion tracking.
  9. Portfolio bid strategies in AdWords
  10. How to do bid optimizations in the account
  11. How to setup conversion tracking
  12. Conversion Rate and cost per conversion formula.
  13. How to optimize ad copy for higher CTR.
  14. How to use Ad Customizers, Countdown functions.
  15. Can we change the Ad copies on to users based on their previous visit to our website and device.
  16. What are value track parameters. How to use them?
  17. How to do remarketing only to those users who visited our website from Facebook.
  18. What are MCF reports.
  19. What is previous page path in Analytics.
  20. What is a session, source, medium in analytics.
  21. How to implement DKI in landing pages.
  22. Remarketing based on dates, and different sources.
  23. What is manual tagging. How to tag visitors coming from Facebook to our website.
  24. How to troubleshoot the issues behind drastic drop in CTR
  25. What is negative farming.
  26. What is more important Conversion rate and Conversion volume.
  27. About different scenarios of conversion rates
  28. How to expand the accounts and spend additional budget
  29. About all CP’ s
  30. Remarketing experience. How RLSA works.
  31. Ad copy optimizing
  32. Types of extensions and benefits in CTR.
  33. How to find duplicate keywords in AdWords account.
  34. CPA optimization.
  35. Stability about experience in diff domains.