The new changes that will come to : As of June 30, 2022, advertisers will no longer be able to create new Expanded Text Ads. nor edit the existing ones on its platform, with which priority will be given to those that allow automation using Google’s machine learning technology.
Goodbye to expanded text ads on Google
For many years Google pushed the creation of expanded text ads that include two headline fields and a broader description of the advertising message displayed in search results, however, as in other sectors, innovation reached the advertising level with responsive ads and ad automation, which allows greater efficiency for generating targeted ads that can be adapted to the users’ browsing history.
As Google explains “your existing expanded text ads will continue to run along with search and responsive ads, and in the future, you’ll continue to get reports on your performance. Plus, you’ll be able to pause and resume your expanded text ads or delete them if needed. You’ll also be able to create and edit call-to-action ads and dynamic search ads.” however you will not be able to create new expanded text ads to the system
How to prepare for the change in Google Ads
Google also shared some tips to help during this transition, since according to the internet giant, Advertisers who have switched from expanded text ads to ad automation have seen an average of 7% more conversions because the system will create a series of ads based on the data provided by the advertiser, among which are several headlines and subtitles with which Google will try to position them better based on trends related to the product being advertised.
«To prepare for this change, we recommend having at least one responsive search ad in each ad group in your search campaigns by June 30, 2020″ suggested , Google Ads Product Manager in their post, as well as suggesting they include the following:
- Reuse high-performing content in your expanded text ads and focus on ad strength
- Pin titles or descriptions to specific positions in your responsive search ads.
- Evaluate the success of your ads based on the incremental impressions, clicks, and conversions your ad groups and campaigns receive.
Starting June 30, 2022, responsive search ads will be the only Search ad type that can be created or edited in standard Search campaigns. (Existing expanded text ads will still serve.)
Learn more about this update and how to set up your ads for success →
— Google Ads (@GoogleAds)
Google claims that the 15% of daily search queries are new searchesand therefore “Automation is key to keeping pace with these trends,” And while expanded text ads are still used by many advertisers, their future phasing out means you’ll have to learn to work with Google Ads’ machine learning and artificial intelligence. As with any campaign, you’ll need to figure out what will work best with automated ads in Google Ads.
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