29 Jul '16, 9pm

Merkle’s early data on expanded text ad CTRs: Results are mixed https://t.co/AKrWsAoyfI

Merkle points out a few caveats when looking at this data. Little is known about the auction conditions for ETAs, such as how many expanded text ads display on a results page, how often product listing ads showed with expanded text ads and whether there is a difference in the queries that trigger ETAs versus standard ads during this period when both ad formats are running simultaneously. Another thing to note is that the frequency and mix of extensions that show with ads can vary significantly with each impression.

Full article: http://searchengineland.com/expanded-text-ads-ctr-early-r...

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