Last August, Google announced that from June 30, 2022, they would no longer allow users to edit or create expanded text ads.
Google made this decision with the goal of simplifying the way search ads are created and driving performances with more automated tools.
What Does This Mean for You?
You won’t be able to create or even edit any expanded text ads.
After June 30, Google encourages users to use responsive search ads in standard search campaigns.
If you have preexisting expanded text ads, they will still be able to serve with responsive search ads. In addition, you will still be able to pause or re-enable them.
According to Google, advertisers who switch from expanded text to responsive search ads will experience an average 7% increase in conversions.
This change, while large, will have many positives.
Google’s Positives for the End of Expanded text Ads
1. Create flexible ads that will adapt to device widths.
This is a huge positive as it will give you more room to share your message with potential customers, and you will no longer be limited by device constraints.
2. Save time by providing multiple description options and headlines,
then let Google ads show the best combinations to customers.
The streamlining of A/B testing systems paired with Google’s algorithm can save advertisers loads of time and resources, all while generating more impressions and clicks with the most relevant ads.
3. You can customize headlines and descriptions to a user’s location, regular locations, or locations of interest.
The ability to personalize ads for certain locations helps foster a high click-through rate and allows a single headline to cater to different locations and users.
4. Reach potential customers with multiple headlines and description options that allow your ads to do better in auctions and match more queries.
More headlines to choose from means your ads can be more relevant for more searches. This results in your account being active in more auctions and your ad being shown in the search results more frequently.
5. Increase ad group performance by attracting more clicks and conversions.
Being shown more naturally leads to higher chances of receiving clicks. In addition, more clicks and increased landing page traffic give you a higher chance of converting potential customers.
How to Prepare
Although we are approaching the deadline, Google provides some useful tips to prepare your advertising campaigns for this change.
Repurpose your high performing content.
This is a great time to analyze your existing text ad performances to find your best-performing assets. Once those are identified, create responsive search ads with that content.
Check your Recommendation page.
If you’re looking for extra ideas, the Recommendation page gives you custom insights for your responsive search ads.
Use the Pin feature.
With responsive search ads, you are able to pin headlines and descriptions to specific positions of the ad. This feature is especially useful if there is information you always want to showcase in your ad.
If you are using the pin feature, Google recommends pinning at least two or three options to a designated position.
Use Ad Variations.
Right now is the best time to test and refine your ad messaging. You can test different versions of your assets at scale using the ad variations feature. With fast scaling, you can implement changes and optimize your campaigns even faster.
Review Assets by Performance.
This is only if you are already using responsive search ads. Every asset in responsive search ads has indicators from “low” to “best” performing. You should review each asset to see which messaging resonates most with your customers.
Evaluate Incremental Lift.
Since responsive search ads are more qualified for auctions, you’re going to want to pay more attention to conversions at the campaign and ad group level.
Looking at ad level alone won’t give you a big enough picture of performance. If you only look at the ad level, you might end up discounting certain assets that may be contributing to success.
There is still time to prepare your accounts and campaigns for this large change. If you follow the steps above and embrace responsive ads, your advertising will experience a smooth transition from expanded text ads to responsive search ads as June 30, 2022 approaches.