This week on the latest digital marketing updates: Google is sunsetting the expanded text ads, TikTok reveals a new and effective advertising strategy, InLinks comes up with a new keyword research and content planning tool, Meta introduces new updates on Facebook and Instagram Reels, and Ahrefs launches their new search engine.
Here are the latest news, trends, and updates in detail:
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Reminder: The Google Expanded Text Ads Are Ending This Month
Starting June 30, 2022, Google will list to data no longer allow users to create and edit expanded text ads.
Google announced this change back in August 2021, with the goal of simplifying the way search ads are created and driving performance with automated tools. After June 30, responsive search ads will be the only Search ad type that users can create or edit in Google Search campaigns.
The good news is, existing expanded text ads will continue to serve alongside responsive search ads, and you’ll still be able to access their performance reports going forward. Additionally, you’ll be able to pause and resume your expanded text ads or remove them if needed.
In 2021, Google’s global internal data found that advertisers who switch from expanded text ads to responsive search ads, using the same assets, see an average of 7% more conversions at a similar cost.
To prepare for this change,
Google recommends that you have at least glimpse the invisible one responsive search ad in every ad group in your Search campaigns by June 30. They also shared the following best practices that help advertisers create effective responsive search ads:
- Repurpose high-performing content from your expanded text ads and focus on reaching ‘Good’ or ‘Excellent’ Ad strength
- Check your account’s Recommendations page
- Pin headlines or descriptions to specific positions in your responsive search ads if needed
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Use variations to test different ad versions
- Review cross-campaign asset reporting buy lead to understand which headlines and descriptions resonate the most with your customers
- Evaluate the success of your ads based on the incremental impressions. Clicks, and conversions that your ad groups and campaigns receive
Most importantly, pairing broad match keywords and Smart Bidding with responsive search ads can help you reach new. High-performing queries and optimize your bids in real time.
For more details on the sunsetting of expanded text ads, read the Google announcement.