Length Bucket
No. Of Ads
CPC
CPA
CTR
Conversion Rate
ROAS
0-20
69296
1.49
34.80
5.98%
4.27%
159.38%
21-30
165899
1.78
30.52
6.61%
5.83%
148.83%
31+
8964
0.91
4.93
9.00%
18.42%
161.40%
(Data from the Optmyzr Study)
However, if you’re not using conversion values, you might need to use conversion rate and CPA to determine success.
To contrast ETA data, here’s the Optmyzr data for RSAs:
Heading Length Bucket
No. Of Ads
CPC
CPA
CTR
Conversion Rate
ROAS
0-20
92744
1.26
17.36
8.85%
7.26%
208.78%
21-30
716888
2.20
30.61
7.95%
7.19%
181.35%
31+
31631
1.86
40.01
7.75%
4.65%
224.73%
While longer ads are close to ETA performance (which makes sense because longer ads are a tactic from the ETA era), it’s clear shorter ads outperform their predecessor.
However, big data doesn’t always translate to your individual performance.
That’s why, it’s critical to establish your own thresholds for performance. If you’re seeing your ad underperform (likely due to not being as eligible for enough SERPs), you may want to make the switch.
It’s important to remember that you can’t “undo” this choice.
Another reason to keep these ads is just so you can have them. Once they’re paused, you’re not getting them back.
Reasons To Pause
The main reason to move away from ETAs is you want the most access to all placements for your search terms.
Google has many different SERPs which can force truncation. Leaning into RSAs and PMax ensures you have the most opportunity to succeed.
Final Takeaway
There is no right or wrong answer on whether to move away from ETAs. However, it is important that you honestly audit your ETAs and confirm they’re still working for you.
Have a question about PPC? Submit via this form or tweet me @navahf with the #AskPPC hashtag. See you next month!
Read the full Ad Strength & Creative Study from Optmyzr.
More resources:
Featured Image: Paulo Bobita/SearchEngineJournal