Changes to Google AdWords - are you ready?

If you already create Google AdWords, or are tentatively dipping your toe into the world of Google Advertising, you will probably have seen that from the 30^th June 2022 you will no longer be able to create or edit existing expanded text ads (ETAs).

After this date, you will be able to see, pause and remove them (and keep track of their performance) but you will no longer be able to create or edit them.

In this article we look at the difference between Expanded Text Ads (ETA’s) and Responsive Text Ads (RTA’s), and how best to prepare for this latest Google update. 

Expanded Text Ads (ETAs)

Expanded Text Ads are a type of Google Ad that appear in search results and feature three headlines and two descriptions. These ads were originally introduced by Google in 2016 and were designed to maximise presence and performance in a mobile dependent world.

So why are ETA’s being replaced? According to Google, “Advertisers that switch from expanded text ads to responsive search ads, using the same assets*, see an average of 7% more conversions at a similar cost per conversion.”

In short, they just don’t perform as well as Google’s responsive ads.

Responsive Text Ads (RTAs)

Responsive Ads are a clever type of Google Ad, that adapts and creates an advert using a combination of headlines and descriptions, based on what a person has searched for. Since launching in 2018, they have been used to complement ETAs and act as a ‘safety net’ to capture people who may be searching for phrases, products or searches that are linked to your business.

By creating a custom ad for each person or potential client, you are more likely to see your click through rate (CTR) increase.

RTAs are created by entering multiple descriptions and headlines that best describe your business and target audience. Google Ads then tests their performance over time on your behalf (thanks Google) and learns which combination is the most effective – clever!

By continually adapting and showing the very best ads, you will start to see an increase in the overall performance of your campaign.

Headlines and descriptions can also be tailored to specific locations, such as a particular part of the UK, so are great if you have a specific target audience in mind.

When creating a RTA, add as many good quality, informative and unique headlines and descriptions as possible (up to 15 headlines and 4 descriptions per ad). When Google then chooses a combination, it will show a maximum of 3 of these headlines and 2 of the descriptions, based on the person’s search term or phrase.

Remember that headlines and descriptions can appear in any order, so make sure they work in whichever order Google Ads may choose to show them. With this in mind, there is an option to ‘pin’ some headlines and descriptions, to ensure they appear in every ad. This may be necessary if you need to share a disclaimer for example, but be aware that this could affect the performance of your ad.

Use keywords related to your business in your headlines and descriptions (always start a new campaign by using the keyword planner tool, to help you establish which keywords are popular and being used by your potential clients, and which may end up costing you a fortune).

You can also use this space to add additional information that is useful to your target audience, such as a particular service, new innovative produce, or special offer. You can even add calls to action here, like ‘Call Today!’

Things to do before the 30^th June

If you are currently running ETA’s, take the time to review them now and use your analytics to establish which of your headlines, descriptions and combinations are the most effective.

As of the 30^th June, existing ETA’s cannot be edited and new ones cannot be created, so work out now which of your ETA’s perform the best for you, and keep them running. They can always be paused or turned off later if needed, and you can use this information to create new and effective RTA’s.

If you haven’t already, start creating responsive search ads now. As a general rule, we have always created at least one RTA per ad group to act as a safety net.

When reviewing the analytics of RTA’s, view ‘Asset details’, which will give you an indication of which components were shown the most (made the most impressions) and also check the ‘Combinations’ tab to see an impression count, which will give you an insight into which ads are performing the best.

If Google’s predictions are accurate, we should all start seeing more bang for our buck (to the tune of 7% more coversions) with our Ads!

At Scala, we work closely with our clients to get to know their business ambition and create tailored ads to attract their target audience.

Contact us today for more information: office@scala.uk.com, 0114 4070159.

*Individual pieces of content used to create ads and are used by responsive search ads to create ads specifically based on a user’s search.