By making an emotional appeal in the first headline,

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Check this out…expanded text ads improve click thru rateWhile this ETA example uses the keyword (“onboarding software”) within the first headline, it does so in a way that feels far more organic than simply appending “best” to the term. The account manager makes excellent use of the additional space by elaborating on what onboarding software does, offering copy that conveys both features and benefits instead of simply padding the requisite keyword with monosyllabic adjectives.The results are clear: providing compelling information to prospects instead resulted in a 400% improvement in CTR.TL;DRExpanded Text Ads give you so many places to leverage keywords. That swollen description line? Boom. Those shiny new URL pathways? Shazzam. Don’t feel obligated to write spammy, incoherent headlines; instead, offer value.ETA Sin And.


Moving the first description line up to the new second headlineOne of the most Benin WhatsApp Number common mistakes I’ve seen with advertisers’ initial attempts at writing Expanded Text Ads has been the decision to shift old description lines into the new second headline.Now, formulaically, best practice for writing a standard text ad looked something like this:Headline: Keyword + whatever else fit (likely a short, non-descriptive adjective)Desc. Line 1: Value propositionDesc. Line 2: Value proposition continued + Call to actionstandard text ad formulaFollowing this scaffold, the second headline in an expanded text ad crafted from salvaged ad copy would be a 30-character value proposition.





While having this emboldened might sound valuable, in reality it’s a waste of the biggest advantage ETA’s afford advertisers: the ability to include a typographically eye-catching call to action.Instead, you should…Focus on incorporating an irresistible call to action.Realistically speaking, the majority of people only read headlines. While this sentiment is widely cited in regards to news (and is credited with the rise of clickbaity headlines), it holds true for PPC ads, too.clickbait expanded text ad headlines This makes a second bolded headline inherently more valuable.If we’re using the first headline to say something compelling, the second headline should focus on convincing a prospect to click the ad and subsequently convert.