The document outlines strategies for building and navigating new expanded search text ads, focusing on the differences between legacy and current formats. Key data from 200 accounts indicates the effectiveness of three headlines and two descriptions, emphasizing the importance of including a call to action. Recommendations include utilizing all available headline and description space to enhance ad performance.

2. Building & Navigating The New
Expanded Search Text Ads
Matt Umbro - Associate Director of
Search at Hanapin Marketing

3. About Me
@Matt_Umbro

4. @Matt_Umbro

5. Agenda
● Today’s Text Ad
● What Does The Data Say?
● Takeaways

6. Today’s Text Ad

7. Current Format
@Matt_Umbro

8. Legacy Format vs. Current Format
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9. 3 Headlines Isn’t Necessarily A New Format
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10. Ads In The Wild
@Matt_Umbro
Headline 1
Headline 3
Description 1 Description 2
Headline 2

11. Ads In The Wild
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12. Keep In Mind...
@Matt_Umbro
● 3 headline ads show sporadically on google.com
● 3 headline ads are more apt to show on Search Partners
● The fewer the total headline characters, the greater the
potential for 3 ads to show (especially on mobile)
● Both description lines tend to show often, even if 3
headlines aren’t being utilized

13. Keep In Mind...
@Matt_Umbro

14. What Does The Data Say?

15. Ad Type Breakout
@Matt_Umbro
● Property management company
● Data is from roughly 200 accounts
● Timeframe for the data is 10/1/18 - 2/10/19
● Over 20,000 expanded text ads and new expanded text
ads ran during this timeframe
● Ads were set to “Optimize”
● Various automated bidding strategies were utilized

16. Ad Type Breakout
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17. Ad Type Breakout
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18. Headline 2 Text
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● Features/Benefits - “Brand New Luxury Apartments”
● Promotions - “Enjoy 1 Month Rent Free”
● Call To Action - “Schedule Your Tour”
● Ad Customizers - “Apartments Start At $2,000”

19. Headline 2 Text
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20. Headline 2 + 3 Combinations
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21. Headline 2 + 3 Combinations
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● Ad Customizers - Call To Action - “Apartments Start At $2,000 - Schedule
Your Tour”
● Call To Action - Features/Benefits - “Schedule Your Tour - Brand New
Luxury Apartments”
● Features/Benefits - Promotions - “Brand New Luxury Apartments - Enjoy 1
Month Rent Free ”
● Promotions - Ad Customizers - “Enjoy 1 Month Rent Free - Apartments
Start At $2,000”

22. Headline 2 + 3 Combinations
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Top 5 Conversion Rate Combinations

23. Headline 2 + 3 Combinations
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24. Headline 2 + 3 Combinations
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Bottom 5 Conversion Rate Combinations

25. Headline 2 + 3 Combinations
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Top 5 CTR Combinations

26. Headline 2 + 3 Combinations
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27. Headline 2 + 3 Combinations
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Bottom 5 CTR Combinations

28. Description Lines
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29. Something Surprised Me...
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30. Character Count
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31. Character Count
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32. Character Count
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33. Takeaways

34. All New Ads Should Utilize 3 Headlines & 2
Description Lines
@Matt_Umbro

35. Include Your Call To Action In Headline 2
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36. Write 2 Description Lines - Even If They Are
The Same For Most Ads
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37. Overall Headline Length Matters
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38. Thank you!
● matt.umbro@hanapinmarketing.com
● @Matt_Umbro
● LinkedIn - Matt Umbro