Jun 27, 2022
In Music Forum
Despite the fact that remembering to rinse the boxes and tossing the little sheet of waxed Image Manipulation paper covered in clotted cheese at the bottom of each pizza box is a minor annoyance, I'm a big proponent of recycling. Unless we're talking about assembling old ad text snippets to create your new expanded text ads. the 7 deadly sins Image Manipulation of large format text ads You see, recycling standard text ads — cutting out a snippet of a description line here, stealing a CTA there, and putting it all together with a little punctuation or a nice Image Manipulation conjunction-suture — just doesn't work. Unfortunately, many advertisers find it very difficult to abandon their old constrained text and formulas that once produced top-performing Image Manipulation ads in favor of the comparatively greener pastures of ETAs. Don't Be a Paid Search Luddite: Why It's Time to Change It If you've been advertising on the search network for more than a decade, you may have become unreasonably attached to your ads. Even if you're a diligent split-tester, there's probably an active Image Manipulation copy somewhere in your account that's been driving conversions since before people hated millennials. text ad interface developed in AdWords UI This is largely because since Google introduced AdWords (now known as Google Ads) in the year 2000, the format for text ads has Image Manipulation remained unchanged: 25 character headline. Two lines of description of 35 characters. Show URL. This continuity has spawned a comfort level so deeply locked that advertisers are struggling Image Manipulation to take advantage of the 47% increase in character count offered by expanded text ads. Instead, as mentioned above, the common practice has been to take chunks of an account's most Image Manipulation historically dominant (or at least relatively successful) ad copy to create what I like to call the ETA Frankenstein. creating expanded text ads from old copy is a bad idea While it can be argued that these Frankenstein ETAs were born out of pragmatism and not a lack of creativity, their negative impact Image Manipulation far outweighs any perceived benefit of time saved. Simply put, the “efficiency” of using grafted ETAs instead of generating a fresh copy can negatively impact your account performance.