What is the effect on Google ads when completely replacing Expanded Text Ads with Responsive Search Ads? How to deal with these irreversible changes?
One of the notable changes for Google ad runners is the permanent ‘disappearance’ of Expanded Text ads (ETA) in June 2022. Accordingly, Responsive Search Ads (RSA) after a long time of testing will become the official replacement form.
For some, it’s a question of controllability and limitations from content deployment to the effectiveness of ‘automation’. However, like it or not, it’s time to think about ‘plan B’ to not get ‘matched’ when RSA becomes the only option and to make the most of what is possible for the time being with ETA .
Expanded Text Ads and what is Responsive Search Ads? Compare the difference between the 2 forms
ETA is roughly the way we’ve run Google Ads Search ads so far: up to 3 titles in a predefined order and 2 lines of description. With this method, it’s easier to optimize keywords for relevance and consistency because you can easily control the order and how your ads are displayed.
As an alternative, RSA gives advertisers a ‘diverse’ approach to reach in a single setup. Instead of manually writing each ad individually, you can start by ‘building an aggregator’ of 15 titles and 4 descriptions for different approaches/audiences. Through the process of ‘machine learning’, the most optimal ads will be prioritized to show to the most potential ‘audience’.
The reason behind this replacement is because according to statistics from Google, every day at least 15% of new search keywords are used. And to respond to the changing dynamic search trends every day, advertisers will need a new approach that is more flexible, diverse and ‘less expensive’.
Of course, Responsive search ads also have many shortcomings when compared to the old form – extended text ads, such as: difficult to ensure visibility in some titles/descriptions; each description title must be pinned to avoid ‘clutter’ when the system automatically ‘pairs’ in a random way; It takes time for the machine to learn and evaluate to edit and optimize the ad content…
Concerns about Responsive Search Ads
1. Difficult to control ad text
With ETA, everything is simple and easy to control in the order you set it. With RSA, the order of displaying titles and descriptions will be decided by Google, so the implementation of copy for the ad template also needs to be changed to avoid creating messy, confusing ‘contexts’. for viewers.
Besides, with 15 titles and 4 descriptions to fill out, it can sometimes be a challenge to ‘fill’ that line with different content, or an anxiety when choosing one of many similar CTAs. copper without rating scale!
2. Pin the title and description – the response doesn’t always work
You can still ‘pin’ 3 titles and 2 description lines, or leave the rest blank to create an ETA in the normal way. However, this goes against the original goal of Responsive Search Ads (and the algorithm behind). Trying to create an ETA in RSA, sometimes comes at the expense of quality scores and unoptimal bid ranges.
So as a temporary response, ‘pinning’ is still a testable option but not a good way to implement it. Think about it, if you’re Google, how do you respond when advertisers don’t ‘play by the rules’? Simplest, sometimes just ‘turn off’ the pinning feature!
3. Optimizing ad text is a challenge, campaign reports need to be more optimized!
Good inputs will produce good results. However, what if the problem lies in the original ‘material’?
From 15 titles and 4 descriptions, there are thousands of possible combinations that you just can’t ‘dig deep enough’ in the report. If the campaign doesn’t work by the end, you won’t know where to start ‘editing’!
With Responsive Search Ads, optimizing SEM campaigns is no longer just a matter of editing ad text. And you’ll probably need more effective reports to keep an eye on this!
What to do with Expanded Text Ads until June 2022?
1. Keep creating and trying out ETA campaigns
It is worth noting that after June 2022, advertisers cannot create new ETA campaigns, but can still deploy previously created but unedited campaigns. So from now until Responsive Search Ads officially becomes the only option, you still have enough time to do A/B testing and find the best ETA version to keep!
Besides, you can still create many new ETA versions from now on to continue testing in the future. Think about the future when creating new ETAs now in the next few months, RSA will be your only green card!
2. Get started with Responsive Search Ads (RSA)
Start getting familiar with RSA as soon as possible. Besides the basic set-ups, here are a few suggestions you can refer to.
Should do:
- There are at least 3-5 ads for each ad group, including at least 1 RSA
- Fill out all 15 subject lines and 4 description lines
- Contains the best keywords in the ad content
- Refresh adtext regularly to assess change
- Dynamic Keyword Insertion Application
- Leverage the right Ad Extensions
Should not do:
- Avoid keyword stuffing just because you want to ‘put keywords in ad text’
- Ensure the independence and completeness of titles/descriptions when they stand alone
- Pin the title and description
- Repeating the same idea over and over with different sentences
Hopefully, the above article has helped you somewhat shape the changes and things to do in the future. Besides consulting on changes in Google’s advertising algorithm and what to do to keep campaign effectiveness under control, if you need to find a long-term companion to lighten your business problem, collection – cost, contact Digit Matter immediately at the link below!
Consulting on implementing digital marketing campaigns
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