Reminder to all Google Ads advertisers – Expanded text ads have 3 months to go before they disappear.
Google Announce Last August, standard expanded text ads were no longer available for search campaigns.
Responsive search ads will be the only ad type for future search campaigns starting July 1, 2022.
What does this mean for advertisers?
You won’t be able to create or edit any expanded text ads after the June 30 deadline.
If you’ve created expanded text ads, they can still serve with responsive search ads. You can also pause or enable them at any time in the future.
How do you prepare?
Google provides some useful options to prepare your campaigns for this change.
#1: Repurpose high-performance content
Now is a good time to analyze the performance of your existing expanded text ads to find the best performing assets. Once you’ve identified this content, use that content to create a new responsive search ad.
The goal is to focus on achieving a “good” or “excellent” ad intensity.
#2: Check Your Referral Page
If you’re looking for other ideas, the Suggestions page provides custom insights for your responsive search ads.
As with any advice from Google, always make sure they align with your goals and make sense.
#3: Take advantage of the Pin function
With Responsive Search Ads, you can pin the headline and description to certain parts of the ad.
This is useful if you always need to show certain information in your ad.
If using the pin function, Google recommends pinning at least 2-3 options to the designated location.
Professional Type: If you’re in a regulated industry and need an ad approved by the legal team, you can basically create a responsive search ad in the exact format of an expanded text ad. Just pin each title and description to each designated location.
#4: Use ad variations
Now is the perfect time to test and optimize your advertising message. With the ad variations feature, you can test different versions of an asset at scale. With faster scaling, you can implement changes faster and optimize your campaigns.
#5: Review assets by performance
This recommendation applies if you’re already using responsive search ads. Each asset in Responsive Search Ads has a performance metric from “low” to “best”. Look at each asset to determine which type of message resonates best with your customers.
#6: Evaluate Incremental Lift
Since responsive search ads are more eligible for auctions, you need to focus on conversions at the ad group and campaign level.
Just looking at the ad level doesn’t give you the full picture of performance. If you only look at this level, you may end up discounting certain assets that may actually contribute to overall success.
generalize
Google has given you ample time to prepare your account and campaigns for this major change.Follow the steps above and others Best Practices, These tips help ease the transition to responsive search ads.
Are you ready for this update? What are you still doing to prepare for responsive search ads?
Featured image: Wayhome Studio/Shutterstock
