I'm sorry to say, but the rumors are true: size matters. In any case, the length of the advertising copy depends on it.
Why, if not, would Google continue to increase character limits? Their research found that new extended ads generated 15% more clicks than other formats.
But are you really using the available space?
If you've never tested this before, it's high time to rate your ad's performance by 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 view the performance of your ads in the past month, aggregated by the number of characters used in each part of your ad copy: titles, descriptions, and paths. This gives 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 of these components, the report shows the number of ads associated with a certain number of characters, then the sum of clicks, impressions, costs, 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 are displayed with zero characters (although zeros in descriptions and paths not necessarily DSA), 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 to the query and the landing page. In other words, a better quality score (and who would not want that?).
For example, if your CTR performance is disappointing for two 30-character titles, you may want to consider adding a third title or more efficient use of your word account.
If you only see a few paths, you probably miss a valuable space. Longer paths seem more natural to users and improve relevancy 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 get started
The configuration of this one is very simple. 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. Easy paisy.
You can also play with changing the date range as well as measurements if it suits you better. Here is a link to the script. Have fun!
The opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. The authors of the staff are listed here .