Last month, Google announced that on June 30, 2022, it will no longer provide support for Expanded Text Ads. Google stated that Responsive Search Ads will be the default search ad type that can be created or edited in standard Google Search campaigns. The current Expanded Text Ads will still be relevant for the time being.
The recent announcement did not come as a major surprise to us because Google made Responsive Search Ads the default ad type in February. In February, we recognized that Google was beginning to make the transition to machine learning and automation for the future of its ad platforms. Those who are not currently interested in automated solutions can continue to run Expanded Text Ads that were created or edited before June 30.
What Is Going To Change? What Is Going To Stay The Same?
You will no longer be able to create or edit expanded text ads starting June 30, 2022
Expanded Text Ads will still exist, and performance reports can still be found
Expanded Text Ads can still be paused, resumed, or removed
Google encourages making the transition to Responsive Search Ads
What Are Expanded Text Ads?
Expanded Text Ads are search ads that can be created on the Google Ads platform. Expanded Text Ads were released in 2016, and they are displayed on the search engine results page. Expanded Text Ads have three headline fields that can be up to 30 characters each. Expanded Text Ads also consist of two descriptions of up to 90 characters and a display URL. The length of the ad type paves the way for you to share additional information about the products or services you are promoting.
Benefits of Expanded Text Ads
Expanded Text Ads give you a greater sense of control than Responsive Search Ads. With Expanded Text Ads, you have the ability to choose the headlines and descriptions that are going to be displayed for a keyword. You will also be able to choose the combinations that are the most relevant. Expanded Text Ads will also give you the ability to test your ads. With the ability to test and optimize your ads, you can be on the road to obtaining more clicks and more legitimate leads.
What Are Responsive Search Ads?
Responsive Search Ads are now the default ad type for Google Search Campaigns. Responsive Search Ads were rolled out in 2018 and use machine learning to deliver relevant headlines and messages to your target audience. Machine learning can lead to higher click rates and increased conversions. Expanded Text Ads are static by default and will not change once they have been created. Responsive Search Ads are dynamic and are able to adapt according to the search query. When responsive ads are created, you will need a variety of unique descriptions and headlines.
Benefits of Responsive Search Ads
Responsive Search Ads require a more detailed setup, but managing an ad campaign will not be as intensive as the campaign management of Expanded Text Ads. With Responsive Search Ads, Google will make adjustments to headlines and descriptions based on the search query. You will not have to spend a significant amount of time testing your ads because machine learning technology will optimize your ads for you. However, it is important that every ad you create is relevant to each search query, and this can lead to more clicks and more conversions.
Optimizing Your MSP’s Google Ads Strategy
Optimizing and utilizing the right techniques on the Google Ads platform can send worthwhile leads to your business, which will result in a positive impact on your overall sales and bottom line. Many MSPs wanting to conduct their own Google Ads programs will often ineffectively manage their ad campaigns, resulting in a lack of revenue production. Once the intended results are not received right away, many MSPs will often abandon the platform altogether.
Google Ads is not easy for everyone to execute, especially when you factor in the algorithms that power the system, changes to their offerings, and more. However, if you are a Managed Service Provider and you are looking to obtain more leads from contact forms, phone calls, or traffic to your website, an effective Google Ads campaign cannot be ignored.
Should You Use Expansive Text Ads or Responsive Text Ads?
When determining if Expanded Text Ads or Responsive Search Ads will be best for your business, there is no one-size-fits-all solution, nor is there a right or wrong answer. If you want to run an ad campaign where every ad will have the same headline, but the products and services are different, you may lean more towards Expanded Text Ads. If you want to run an all-inclusive campaign, you may find it better to use Responsive Text Ads.
With any ad format, Google will provide consistent feedback to help improve the quality of ad campaigns. Regularly checking the strength of ads and making updates when needed to improve the ads can help place you in a better position for success. Google will address areas that need improvement, such as changing headlines and keywords, especially when headlines are too similar in nature.
Ending support for Expanded Text Ads is one of Google’s latest attempts to drive automation through their ad offerings. While Responsive Search Ads are used by many, others still prefer the control and offerings provided by Expanded Text Ads. Using both Responsive Search Ads and Expanded Text Ads can be beneficial. ETAs can be used for each ad group when you want to test your ads and headlines. On the other hand, Responsive Search Ads can be used to leverage machine learning technology to improve your campaign.
Are you unsure which will be best for your business? Before the June 30, 2022 cutoff date arrives, we recommend testing your ads to determine what will work best for you so you are not completely shut out from creating new ads when Google stops allowing ETAs. If you are thinking about running Google Ads for your MSP, engage with Ulistic today to schedule a consultation.
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Stuart Crawford serves as Creative Director and CEO with Sebring, FL Ulistic, a specialty MSP Marketing firm focused on information technology marketing and business development. He brings a wealth of knowledge and experience pertaining to how technology business owners and IT firms can use marketing as a vehicle to obtain success.
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