Well known company Kenshoo has become the first independent marketing technology company to offer full support for Google’s Expanded Text Ads (ETAs).
“Since its initial launch in May, more than 45 advertisers in the Internet Retailer Top 1000 have deployed ETAs through Kenshoo, with over 3.5 million ETAs served and as much as 40 percent of weekly keyword ad spend being used for testing and optimizing this new ad format,” the company tells us.
What does this mean? In a word, Kenshoo has an enviable status as the first multi-publisher technology solution capable of creating, editing, viewing, optimizing, and tracking ETAs in a single native unified experience.
There’s benefit in Google’s ETAs, which offer advertisers more prominent headlines, longer descriptions, and automatic display URL inclusion. These features are especially helpful on mobile.
“Thanks to Kenshoo’s expertise in making this transition seamless, we have been able to easily move our clients’ search budgets to Expanded Text Ads,” said Pat Hayden, the Director of Paid Search at digital marketing agency Elite SEM. “Because of Kenshoo, we are rapidly establishing, measuring, optimizing, and improving our clients’ campaigns faster than the competition.”
Paul Vallez, Kenshoo’s VP for corporate strategy and business development, believes the move is good for clients.
“Kenshoo has held a close-working partnership with Google over the years. Our relationship and deep experience in search optimization have put us in position to be first to fully support ETAs for our clients,” said Vallez. “Research and development represents nearly half of Kenshoo’s workforce, and we continue to invest heavily in search to keep clients at the forefront of the channel and well ahead of their competitors.”