Google Ads to Remove Extended Text Ads for Responsive Search Ads in 2022

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Google announced yesterday that on June 30, 2022, it will drop support for extended text ads for responsive search ads. Google has stated that responsive Search Network ads will be the only type of Search Network ad that can be created or edited in standard search campaigns. Existing wide format text ads will continue to run for the time being.

Responsive ads on the Google Search Network will automatically test different combinations and learn which combinations work best for your ad titles and descriptions, and automatically put together the best ones for you.

The official beta launch of Responsive Search Ads by Google took place in May 2018 with a somewhat failed launch in 2016. It then officially rolled out of beta in October 2019 and in February 2021 Google made Responsive search ads the default campaign type.

What changes (does not change)

  • As of June 30, 2022, you will no longer be able to create or edit large-format text ads.
  • Large format text ads will continue to run and performance reports will continue to appear in the future.
  • You can always pause and reactivate your wide format text ads, or remove them if necessary.
  • Google strongly encourages you to switch to responsive ads on the Search Network.

Why the change

Why the change? Google said that “this change will help simplify the way you create Search Network ads and make it easier for you to improve your performance with our automated tools.” The addition of “Responsive Search Ads helps you participate in a wider variety of relevant auctions by serving ads that scale to show the right message for the right query. That means you can drive. incremental conversions and create fewer ads, while spending more time on strategic initiatives for your business. “

According to Google, “Advertisers who switch from large-format text ads to responsive Search ads using the same elements, on average, experience 7% more conversions for a similar cost per conversion.”

Chronology

In terms of timing, Google said that after June 30, 2022, you will no longer be able to create or edit large-format text ads. However, your existing wide-format text ads will continue to run alongside responsive ads on the Search Network, and you will continue to see reports on their performance in the future. Plus, you’ll be able to pause and resume your wide-format text ads or delete them if needed. You will also still be able to create and edit call announcements and dynamic Search announcements. Google recommends that you have at least one responsive Search ad in each ad group in your Search campaigns by June 30, 2022.

Seek community reaction

I asked the PPC community what they think about this and here is what they had to say:

Discussion forum at Twitter.



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