ADWORDS EDITOR TO CONVERT TO ETAS MANUAL
Also, consider that you might want to test a clear call to action in the description or brand names in the headline, or maybe more details about a specific service you are offering vs a more general ad.ġ) Dimensions Tab: To get a high-level view of how your ETAs are performing versus the control, go to the dimensions tab and filter by the ad labels containing “ETA” and “ETA Control.”Ģ) Manual Report: After looking at the high-level view, I might want to get a little deeper in the mud. Make sure it is congruent with your landing page and consider the mindset of the customer that might click on the ad if given just a little more information. This is your chance to say more, but be thoughtful about your text. Make sure to label your ads so you can track their performance.Ĭonsider the following philosophy when drafting new copy. Create a copy of your control ads and use the template provided by Google to write your new ads.At the end of this exercise you will upload these ads with their new “ETA Control” label in AdWords Editor, or you can manually add these labels in the AdWords interface. Create a new label in AdWords called “ETA Control.” Download the top ads you identified in step 2 and add a column for a new label.Goals include increasing CTR by x%, increasing conversion rate by x% or earning at least a little respect of your colleagues. Have a specific goal in mind for what you want to achieve with your ETAs.It is up to personal preference, but most of my colleagues have been taking the top 15 – 25% of ads in these ad groups as their “control.” I focused on the non-branded ad groups so that I could just gauge the results on my toughest crowd, those in the high funnel research stage. Pinpoint high volume ad groups that are popular with your audience and will ultimately give you enough traffic early on in your experiment to make critical decisions.After getting the whitelisted approval from our Google rep, here were the steps I followed to create my new expanded text ads: And that is enough of a stat to make most of my clients very curious. We’ve all heard the big stat: Google reported early findings of 20% lift in click through rates for ETAs.
ADWORDS EDITOR TO CONVERT TO ETAS HOW TO
I want to follow in her designer shoeprints to talk about tips for setting up your ETAs for success and how to measure performance. Our very own Associate Director, Diane Anselmo, wrote about what to expect with ETAs back in June.
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