Our AB test result showed that after a grace period between the structures, CTR across the ad copy was 5% higher compared to the original ad template, with similar average CPCs and conversion rates.
As a result of the test, we took the decision to change all the ads across the finance account to the extended ad copy template. In return, we saw the CTR increase by 9% across the account with the average CPC dropping by 13% (compared to the seven day period prior to the launch).
The majority of the increase in CTR came from mobile. This demonstrates that there was a clear benefit from the extra character limits, which dominated the mobile screen and pushed organic results further down the screen.
Despite the forced rollout from Google, it’s good to know that the change is having a positive impact on advertising campaigns and helping AVADO to once again retain its position across Google paid search results.