I'm sorry to say that, but the rumors are true: size matters. Whatever the case may be, the length of the advertising copy depends on it.
Why, if not, would Google continue to increase the character limits? Their research found that new extended ads generated 15% more clicks than other formats.
But do you actually use the available space?
If you have never tested this option before, it is high time to evaluate the performance of your ad based on the length of the copy.
This script allows you to do just that … and more! It can compare the performance of standard ads to dynamic search ads (DSAs) in your account so you can see if these apps really work for you.
What does the script do?
This script allows you to see how your ads are performing relative to Google. the last month aggregated by the number of characters used in each part of your copy: titles, descriptions, and paths. So you get aggregated statistics for title 1 with 30 characters, 29 characters, and so on.
It downloads a report from the account into a Google spreadsheet and creates a number of tabs: Title 1, Title 2, Title 3, Description 1, Description 2, Description 3, Path 1, Path 2 and Path 3. It also creates three tabs (Title, Description and Path) where it concatenates all the respective components.
For each element. One of these components, the report shows the number of ads with a certain number of characters, then the sum of clicks, impressions, cost and conversions of those ads. It also shows an average cost per click, a clickthrough rate (CTR), and a cost per acquisition (CPA).
In title tabs, DSAs are those that have a zero (although zeros in the descriptions). and paths are not necessarily DSAs), so they are easy to spot. By comparing them to standard ads, you can check if the DSAs actually exceed the extended text ads.
With more advertising space, you may be more relevant for research. query and landing page. In other words, a better quality score (and who would not want that?).
For example, if your clickthrough performance is mediocre for two 30-character titles, you might consider adding a third title. or use your word counts more efficiently.
If you only see a few paths, you probably miss a valuable space. Longer paths seem more natural to users and improve their relevance by telling users exactly what they expect from the landing page.
You can also check the percentage of your spending from small ad slots, for example. Old accounts with old ad formats that have not been updated yet.
How to start
The configuration of this one is very easy. Start by creating a blank spreadsheet. Then copy the script below and paste it into the Scripts section of Google Ads. Replace YOUR_SPREADSHEET_URL_HERE at the top with the URL of your blank spreadsheet and you are ready to execute it. It's easy.
You can also play by changing the date range and statistics if it suits you better. Here is a link to the script. Have fun!
The opinions expressed in this article are those of the invited author and not necessarily those of the search engine. Associated authors are listed here.
About the Author
Daniel Gilbert is the CEO of Brainlabs, the best paid press agency in the world (self-declared). He has started and invested in a number of big data and technology start-ups since his departure from Google in 2010.