How to customize your ads successfully
Google Ads expanded text ads will no longer exist following the tech giant's announcement on 30.06.2022. However, this will deprive many marketing experts of an important tool for customizing their own ads. Google recommends switching to responsive search ads (RSAs), which - based on Google's own algorithm - compile relevant ads from the titles and texts you specify. The deadline is approaching! We show you how best to deal with the end of expanded text ads in Google Ads and what you should look out for in the future.
No further support for Google Ads extended text ads
We can only speculate about many of Google's motives. But with the change to text ads, Google has already announced that they want customers to "always get the right message". This should work by ensuring that the ads are dynamically created at the time of the auction, so that the user is always presented with the perfect advertising message for their own search intent.
At the same time, however, Google is also taking control of the ads away from its advertising customers and taking them into its own hands. Several users report that many of the key figures improve sustainably through the use of Responsive Ads. However, marketers may now lack the tools to evaluate and correct their own performance. This makes it more difficult for companies to maintain an overview and to improve and optimize their ads according to their own wishes or analyses.
Familiarize yourself with responsive search ads
Responsive search ads have been a standard feature of Google Ads for some time now. But what do they actually offer and how do you benefit from automation?
Responsive search ads offer you the following features:
- One URL with two path fields with up to 15 characters
- A maximum of 15 ad titles with a character limit of 30 characters
- A maximum of 4 ad texts with a maximum of 90 characters
- Ads with a minimum of 2 ad titles and one text, ads with a maximum of 3 ad titles and 2 ad texts
- The ads are automatically adapted to the screen size of the output device
- Google's algorithms support the creation and targeting of the ads
- Text elements can be pinned to specific positions
Existing expanded text ads remain active
Although Google will no longer allow the creation of new expanded text ads from the cut-off date, ads that have already been created with the "Google Ads expanded text ads" function will remain active for the time being. This also means that there is as yet no reliable data or figures as to whether Google intends to switch them off at some point. So if you already have some ads of this type linked to the various campaigns, you will still be able to use them in the future. However, this also means that you may now be under time pressure.
Don't worry: extended text ads will remain for the time being and can still be used. (Image: wikipedia.org)
Because the very good comparability of the performance of these ads made them a very good indicator. So if you want to make good use of the remaining time, you should start creating some Google Ads enhanced text ads immediately if possible. These can bring significant benefits and ensure that you are not completely reliant on Google and its algorithms with your ads.
Use the short deadline as effectively as possible
Creating Google Ads expanded text ads now is advisable and sensible. Not only can you get a good picture of the effect of various combinations via the extended text ads and the associated reporting, you should also be aware of the further use of the ads. If possible, create a whole series of "evergreen ads" that you will continue to use and that you are convinced are effective.
It is also important that you familiarize yourself with the possibilities of the new automations. This is because the Google algorithm only delivers good results if you feed it with the appropriate titles and text passages. The design of these individual elements therefore continues to be a real challenge that you have to face.
Conclusion: If Google's idea works, you will benefit significantly from the changeover
At the moment, it looks as if the changeover will be a permanent success. And if you look at how well the Google algorithm works in most cases, companies can even benefit from the changeover. Nevertheless, you should not do without Google Ads enhanced text ads and even supplement them if possible. You should still have a few all-time classics up your sleeve so that you don't have to rely entirely on the search engine's algorithm.
However, as the change affects all marketing departments and companies, the impact - if negative - will also affect all other competitors. However, experts expect Google to be right with its own forecast and that there will even be a noticeable and measurable improvement in conversions as a result of the almost exclusively responsive text ads. Google Ads' expanded text ads are therefore a thing of the past.
If you would like to learn more about the possibilities of responsive ads and create better text ads in the future, take a look at our further guide. Because the combination of a technological edge and innovative ideas will also secure you a leading position in your industry segment in the future.
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