Reminder: Support for Expanded Text Ads Ends on June 30, 2022

Granular analysis and first look

Google’s decision to end support for expanded text ads marks a significant shift in search advertising. PPC professionals need to adapt by transitioning to responsive search ads (RSAs), which promise better performance and flexibility. This change presents opportunities to optimize campaigns through advanced tools and best practices, ultimately enhancing ad effectiveness and conversion rates.

In-depth Summary

Key Points:

• Effective Date:
  • June 30, 2022, marks the end of support for the creation and editing of expanded text ads.
• Ongoing Support:
  • Existing expanded text ads will continue to serve.
  • Performance reports for these ads will still be available.
  • Actions such as pausing, resuming, and removing expanded text ads will remain possible.
• Ad Types Still Supported:
  • Call ads and Dynamic Search Ads.

Preparation Steps:

1. Add RSAs to Each Ad Group:
   • Ensure at least one RSA per ad group by June 30, 2022.
   • RSAs can increase conversions by 7% on average at a similar cost per conversion.
2. Best Practices for Creating RSAs:
   • Repurpose high-performing content from expanded text ads.
   • Aim for ‘Good’ or ‘Excellent’ Ad strength.
   • Use feedback and action items provided by Ad strength metrics.
   • Improving Ad strength from ‘Poor’ to ‘Excellent’ can result in 9% more clicks and conversions.
3. Utilize Tools and Insights:
   • Check the Recommendations page for customized suggestions.
   • Pin important headlines or descriptions to specific positions in RSAs.
   • Use ad variations to test different asset versions.
   • Review cross-campaign asset reporting to identify high-performing headlines and descriptions.
   • Replace low-performing assets with better-performing ones.
4. Performance Evaluation:
   • Assess ads based on incremental impressions, clicks, and conversions.
   • Pair broad match keywords and Smart Bidding with RSAs for better results.
   • Advertisers using broad match and Smart Bidding with RSAs see an average of 20% more conversions at a similar cost per conversion.
5. Additional Resources:
   • Refer to Google’s guide on creating effective RSAs for more best practices.

Conclusion:

Transitioning to RSAs is crucial for maintaining ad performance and leveraging new opportunities. Following Google’s recommended practices will help advertisers optimize their campaigns and achieve better results.