Google is moving to shut down expanded text ads this June 2022. So what does this mean for you as a marketer? What should you do now, so you don’t miss your revenue? With this in mind, it’s time to prepare yourself and your company for this change and ensure you’re ready for it. This article will discuss how the new update will affect users and how you can prepare yourself for the difference.
Google – The New Update
Last year, in August 2021, Google announced that starting June 30, 2022, they will only allow responsive search ads to be created or edited in standard search campaigns. To improve the user experience and implement new features, they are removing the action of editing expanded text ads. As part of this change, now you won’t be able to create or edit expanded text ads.
However, the changes aren’t fleeting, though. Your existing expanded text ads will still continue to show next to responsive search ads, and you’ll still see reports on your expanded text ads’ performance. And quoting Google, advertisers who switch to responsive search ads will see an average 7% increase in conversions, and the price remains similar. But if you adopt this change, then how it’s going to affect you and how to prepare yourself for this update? Let’s check out that now!
How Will This Do Change Affect You As A Marketer?
Google announced that it would be shutting down its expanded text ads program in June. Advertisers who use this type of ad need to switch to a different advertising format. But, will it benefit them or not?
Well, hell yes!
In its one announcement, Google has said that each day, about 15% of Google searches have never-before-used phrases. And to stay ahead of available ads and innovations, Google, the search engine, is expanding its automated capabilities. It will help you reach people or your targeted audience who need your content, products, and services as an advertiser. And with responsive search ads, it will get possible. These ads use machine learning, which will help put relevant ads in front of more people.
Also Read: Google Ads Replacing Smart Shopping To Performance Max Campaigns This July 2022.
How Can You Prepare Yourself For This Change?
Google provides advice on how to prepare for this change. It suggests you should have at least one responsive search ad for every campaign in your Search Ad groups by June 30, 2022.
With the new change, your existing expanded text ads will still be working, which you can see in the performance reports tab, and won’t get stopped, but you can not create a new one. However, you can still pause them as often as you need.
Now that you’re getting started in responsive search ads remember to use these insights, best practices, and tools to create effective campaigns. These are all suggested by Google:
- Take high-performing content from your expanded text ads and repurpose them to achieve quality. Now, only spend your money on top quality ads and focus on reaching ‘Good’ or ‘Excellent’ Ad strength.
- In your account, you should check for recommendations for responsive search ads. These personalized suggestions will allow you to improve your responsive search ads.
- Create pin headlines or descriptions in your responsive search ads to show specific vital messages. It helps message that always needs to get displayed on your search engine ads.
- Try different ad variations. Using these will help you test your ads across various campaigns and see how they perform at scale.
- Analyze cross-campaign asset reporting to understand how your customers engage with your campaigns and which headlines and descriptions resonate the most.
- Please find out how well your ads are doing by evaluating the number of impressions, clicks, and conversions they received.
An Additional Bonus Point
To reach more people and be more successful, you should use broad match keywords with Smart Bidding and responsive search ads. They will allow you to get new, high-performing queries and optimize your bids in real-time. Hence, if you start using responsive search ads with broad matches and Smart Bidding using the same assets, you will see an average of 20% more conversions with similar costs.
However, if you need any consultancy regarding this update, you can contact me over here.
Source: Google