It’s no use getting conversions -be they leads, sales or otherwise – if your business is losing money through cost of advertising.Įxpanded Ads can help to improve cost per conversion figures. This is the bottom line for many businesses in PPC Search Marketing. This leads to fewer surprises for the user when they reach the landing page and increases the chances of a conversion occurring. This shows how many of your users completed a desired action on your website compared with the number who clicked through your ads.Įxpanded Text Ads can aid your conversion rates by having more space in ads to spell out what your business is offering. An example below shows ad positions 1 and 2 with Expanded Ads, compared with ad position 3 using a standard Text Ad. The use of a second headline in particular makes the ads more prominent on the page. Top of the page on Bing is typically anywhere from position 1-4, and position 5 onwards are smaller ads in the sidebar and at the bottom of the page.Įnsuring you are in top ad positions really benefits Expanded Text Ad formats. This figure shows your average position within paid search results. Providing you do it well – be clear in what you provide, push your key features, include a strong call to action – then ETA’s can boost your click through rates.
Longer ad titles allow for more scope to include longer keyword phrases in the ads to improve ad relevancy, as well as your quality score - which is beneficial for reasons already discussed.Īlongside this, a second headline allows you to include a more prominent call to action within the ad titles, rather than being tucked away in the smaller ad text. In the case of Expanded Text Ads, having more space in ads allows for a multitude of benefits. This article will assess the following metrics: Click Through Rate (CTR)Ĭlick through rate works out how many users have clicked your ad compared to those who have seen it in search results.
The question is - how do Expanded Text Ads compare with the tried and tested standard Text Ad format? Details of the differences can be found on the Bing Ads site, with a brief summary as follows: More recently the network has adopted the Expanded Text Ads (ETA) format, which allows for more ad text to be displayed in search results. Whilst much of the focus remains on Google AdWords for PPC, Bing Ads slowly continues to grow in the background.
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