Google recently introduced new search ad for smartphone screens called Expanded Text ads (ETAs). Two months on, tech partner Kenshoo reports on how the new format is performing.
The ETA format includes more space for advertisers to include more info about their products and services on the search results page before the user clicks.
Kenshoo has announced it’s the first independent marketing tech company to full support these ads, which Google’s says have produced a 20% increase in clickthrough rates for some advertisers in early trials.
Since its initial launch in May, more than 45 advertisers in the Internet Retailer Top 1000 have deployed ETAs through Kenshoo, with over 3.5 million ETAs served and as much as 40% of weekly keyword ad spend being used for testing and optimising this new ad format.
Kenshoo is the first multi-publisher technology solution capable of creating, editing, viewing, optimising and tracking ETAs in a single native unified experience.
“Thanks to Kenshoo’s expertise in making this transition seamless, we have been able to easily move our clients’ search budgets to Expanded Text Ads,” said Pat Hayden, Director of Paid Search at digital marketing agency Elite SEM. “Because of Kenshoo, we are rapidly establishing, measuring, optimising and improving our clients’ campaigns faster than the competition.”
Google’s ETAs offer advertisers more prominent headlines, longer descriptions and automatic display URL inclusion. These upgrades help “ads work harder across screens, especially for the on-the-go mobile consumer” who wants to know exactly what an advertiser is offering before tapping the ad, according to Google.
“Kenshoo has held a close-working partnership with Google over the years. Our relationship and deep experience in search optimisation have put us in position to be first to fully support ETAs for our clients.” said Paul Vallez, Kenshoo’s VP, corporate strategy and business development. “Research and development represents nearly half of Kenshoo’s workforce, and we continue to invest heavily in search to keep clients at the forefront of the channel and well ahead of their competitors.”
More than 400 additional advertisers have recently onboarded to Kenshoo’s full platform support to begin testing with ETAs before the autumn shopping season gets underway. These advertisers can confidently approach the shopping season knowing they are efficiently serving this latest ad type for a better customer experience.