Starting June 30, 2022, Google will no longer allow users to create or edit expanded text ads.
To simplify how search ads are created and use automated tools to improve performance, Google announced the change August 2021.
After this deadline, users will only be able to create or edit responsive search ads in standard search campaigns.
According to Google, advertisers switching from expanded text ads to responsive search ads will see an average 7% increase in conversion rates at a similar cost.
Eliminate text ad highlights to drive automation
In the original announcement, Google revealed that 15% of search queries were never-before-seen searches. To help advertisers reach the people who need their content, products, and services, and keep up with changing trends, search engines rely on automation.
Responsive Search Ads harness the power of machine learning to help get relevant ads in front of more people.
What this means for marketers and SEO professionals
Existing expanded text ads will continue to run and appear in performance reports, but new ones cannot be created. They can still be paused and enabled at any time.
To address this change, Google makes the following recommendations:
- Repurpose high-performance text ad content for responsive search ads and focus on increasing ad strength.
- Apply changes suggested in account suggestions
- Pin headers and other copy to specific locations to ensure they always appear.
- Test different ad versions with variations.
- Review assets in cross-campaign reports based on performance to determine the most effective messaging.
- Measure incremental growth in impressions, clicks, and conversions at the ad group and campaign levels.
Search engines also recommend using Smart Bidding for broad match keywords in responsive search ads. This will enable advertisers to obtain new, high-performance queries and optimize bids in real time.
resource: Google
Featured image: Primakov/Shutterstock
