Back in August 2021, we were already hearing about the disuse of expanded text ads. Now it's official.
As a result, on June 30th, Google removed the creation and editing options for this type of ad. This is because the new proposal aims to prioritize the quality of responsive search ads. As well as, boost your performance with optimization features.
From now on, users will only be able to create or edit responsive search ads in their campaigns.
There is also the possibility of changing expanded texts to search ads, thus obtaining an increase of up to 7% in conversions at a similar cost.
The changes come to increase the efficiency of your campaigns, but it is common to get lost in the midst of so many changes.
However, you don't need to worry. Today, I'm going to show you all the details of what's changed and I'll also bring you tips to help you ace your campaigns!
Continue reading and clear all your doubts!
Expanded text ad and changing your strategies
Calm! I know it may seem scary at first, but the changes have come to help.
According to the online search platform, 15% of ads created are searches never seen before. Hence, Google's focus on relying on automation. Thus, helping users find the product, service or content of advertisers who use the tool.
In this way, responsive search ads use machine learning to deliver the best results and most relevant ads to more people.
With this in mind, it makes sense to invest in the automation of what can provide the most positive results for your campaigns, right?
But, after all, what does this mean for marketers?
First of all, it must be said that expanded text ads will continue to exist. Therefore, they will appear in Google reports.
However, it will not be possible to create new materials of this type. Likewise, it will not be possible to edit those that already exist.
In your official statement, Google provided some tips for professionals to adapt to the changes that have arrived. Among them are:
- Repurpose current content in responsive search ads and focus on improving their quality;
- Apply the suggested changes to the account recommendations;
- Pin titles and other copy to specific positions to ensure they always appear;
- Use variations to test different ad versions;
- Review assets in multiple campaign reports based on performance to identify the most effective ones;
- Evaluate growth in impressions, clicks and conversions.
Another essential tip for advertisers is the use of Smart Laces for broad match keywords. Thus, allowing them to achieve new high-performance queries and optimize laces in real time.
Tips for creating good search ads
I think we have reached an essential stage in this article. After all, how do I optimize my ads?
Well, I need to tell you that the task is not very simple, but, with the tips I brought you, I'm sure that optimizing your ads won't be a problem.
So, keep reading and discover how to increase your conversion rates!
1. Use lots of variations
Give Google everything it needs to create different ad variations, thus reaching countless search formats. Therefore, try to use as many titles and descriptions as possible.
But be careful. Delivering very similar things can make your campaign not work. So, invest in terms that are not too similar to each other, differentiating the titles from the descriptions.
2. Enter keywords
Use your main keyword in at least two ads, but to avoid them being too repetitive, don't apply it to all of them.
Thus, increasing the quality of the content you are producing.
3. Pay attention to character limits
Look for ways not to use all available characters in all your ideas. This is because, by creating shorter versions, you increase Google's chance of delivering the third title and second description.
Additionally, you need to define the purpose of your ad. Because, longer titles make the ad larger and more descriptive, and shorter versions perform better among people who are searching for your brand.
Now, you have everything you need to rock your new ads. But, if you need it, Beatz is here to help you and further increase the positive results of your ads.
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