Merkle’s early data on expanded text ad CTRs: Results are mixed

AmsStudio / Shutterstock.com Merkle has released early results on click-through rates of expanded text ads relative to standard text ads in its Q2 Digital Marketing Report. The agency began participating in the expanded text ads beta in April and analyzed the longer ad format’s impact on click-through rate (CTR) across thousands of ad groups. When Google first announced that expanded text ads (ETAs) were coming, the company touted as much as a 20-percent lift in click-through rates on expanded text ads. Merkle looked at ad performance for non-brand traffic and brand traffic. For non-brand queries, early results showed expanded text ads drove a 16-percent lift for the median site and ad group on desktop. Mobile phones, however, saw just a four-percent bump in CTR and tablets an eight-percent increase overall. Merkle added that individual results did vary widely, with several advertisers seeing lower CTRs from expanded texts on non-brand traffic from some devices. Source: Merkle   On brand traffic, expanded text ad click-through rates were nearly in line with, or slightly Search Engine Land Source

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