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About a week ago, Google rolled out a new ad format for all AdWords advertisers called Expanded Text Ads. This rollout presents some tremendous opportunities for those who act quickly, and will penalize businesses that lag behind in the coming months.

We participated in an early rollout of Expanded Text Ads during the beta period, before this new feature was released to the general public, and want to make the case for why you should act quickly to take advantage of a window of opportunity that doesn’t come along every day.

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Direct response advertising through AdWords probably has an ROI greater than any other investment opportunity available to an ecommerce merchant. It’s far greater than most people realize. The real return on investment is obscured by the way traditional cost accounting records the transactions and reports on them on a monthly basis. It’s easy to get distracted by tax accounting rules and forget the fundamentals of solid financial decision making.

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We implemented the TrustPilot review system this year. When evaluating review systems, there were a lot of claims of how great they were. But it was difficult to really know what the impact would be, and costs varied wildly. Our primary aim was to increase clicks on our Google AdWords ads, but clearly there was no way to know the outcome in advance. Would it be worth it?

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