You may have noticed that Responsive Text Ads are now the default type when setting up a Google Search Campaign. This is Google’s not-so-subtle way of encouraging the switch to Responsive Text Ads – visually similar to Expanded Text Ads, this variation requires the creation of multiple headlines and descriptions which are then shown in different combinations.
For now, Expanded Text Ads are still supported – even after June 2022, when they will no longer be able to be created, existing Expanded Text Ads will still be available to edit, pause, or remove.
However, Google are actively shifting the focus to the more dynamic future of Search ads.
Why is the change being made?
The current recommendation from Google itself is to have one ‘Good’ or ‘Excellent’ Responsive Ad per ad group. This type of ad learns to adapt to your potential customers’ searches – testing different combinations of your headlines and descriptions to find the best performing ads it can create. Potentially, this switch can improve campaign performance simply by serving more relevant ads to prospective customers. Responsive ads may also save time and provide a flexibility that Expanded Ads do not.
What does the change mean for you?
The most important thing to remember when preparing for this shift is urgency. Although June may be four months away, and you may be thinking “if I can edit existing expanded ads, why do I need responsive ads?”, if you’re not too familiar with Responsive ads, now is a great time to start learning.
If you don’t have any Responsive Text Ads in place, its crucial to start setting some up now. Declining trends in Expanded text ad impressions are predicted to continue as Responsive Text Ads become the norm for all Google Ad accounts.
Its also important to start understanding ‘Ad Strength’. Not to be confused with Ad Rank or Quality Score, this is a rating within Google Ads to help you understand how ‘good’ your ad is – a ‘poor’ strength suggests that your ad will receive less clicks and is less likely to be shown. Ad strength is a result of a mix of factors including relevant keywords in your headlines and descriptions, and variety across the content of the ad.
