In April of 2016, a small percentage of search marketers received notices from their Google reps that AdWords was changing. At the time, Google had recently eliminated right-rail ads, and it was making people nervous. When the expanded text ads announcement was released, it sent the SEM world into a frenzy. People panicked.
Now that expanded text ads have been fully released to all AdWords accounts and the initial shock is over, what now?
Depending on when you were granted access to this new ad type, you may currently be in one of the three stages of implementation.
- Plan creative rollout.
- Determine creative purpose.
- Iterate and optimize.
We have outlined these three stages toward optimization and provided some helpful thoughts on approaching each one.
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