If you use Adwords and you haven't yet rewritten your ads to take advantage of their expanded text ads, you might end up kicking yourself if you put it off any longer.
Expanded text ads launched in the summer of 2016 on the Adwords platform. I immediately put them into use on a high-volume account and had a massive increase in CTR (Click Through Rate) across the board. Sometimes I had twice the CTR with expanded text ads. Sometimes I had more. I don't think we had one campaign that didn't see a lift when using them.
And they seem to convert at least as well. I've said before that you want to pre-qualify visitors as much as possible with your ad so you can actually avoid clicks from those who aren't a good match for what you offer. With expanded text ads, you're both more visible AND able to better qualify visitors because you can tell them more about what you offer.
As you can see in the image here, I tested several expanded text ads vs. older ads, both with plenty of impressions; both over the same period of time; all falling very close to the same average position on the page. The CTRs on the expanded ads blew the rest away in every case.
So get onto those ads. And if you're a small business who needs a hand with your Adwords account, I welcome you to get in touch. Most agencies won't work with small accounts, but I enjoy working with small businesses and can lend a hand whether you need one-time setup help or ongoing management of your account.