Google internal data from February 2021 shows that 15% of daily searches are made up of new searches. New searches mean searches that have not been encountered by the search engines before. It can be concluded from this that the online user is still looking for new information and content every day. Google believes it is important to respond to this consumer trend of the constantly changing online search behavior of consumers. But how do they do this?
Since 2016, Google makes it possible to create ads in Google Ads according to the process of expanded text ads. At the time, an extended text ad was an extension of Google’s standard text ads. Among other things, it allowed the user to add multiple header fields and description fields to the ad. In addition, Google changed the display of the URL in the ad and optimized text ads for mobile devices. However, as of June 30, 2022, Google has decided to no longer make it possible to create or edit rich text ads in Google Ads (or other platforms that support rich text ads).
Creating and editing expanded text ads will therefore no longer be possible after June 30, 2022. However, existing expanded text ads will continue to run alongside responsive text ads. It is also possible for the user to request reporting on the performance of the extended text ad. Finally, Google still gives the option to stop, resume or delete your extended text ad. Then the question remains, why are Google’s extensive text ads disappearing and what is the alternative?
As mentioned at the outset, online consumer trends are constantly changing and evolving. Since 2018, Google gives the user the option to create responsive search ads in Google Ads. Google adjusts responsive search ads itself to show consumers more text and more relevant content. In practice, this means that the user has the option to create 3 header fields and 2 description fields (each 90 characters) for their responsive search ad. Then, over time, Google Ads automatically analyzes which combination of header and description fields perform best.
This form of automation in responsive search ads is essential to keep up with changing consumer behavior online. Because extended text ads do not contain this form of machine learning, they become less and less relevant for the consumer, and therefore for your company. Google would therefore like to see that over time people (completely) switch to responsive search ads. Google itself already released in June 2021 that advertisers who switch from rich text ads to responsive search ads with the same items, average 7% more conversions at a comparable cost per conversion.
Ready to create responsive search ads for your business? Convident is happy to help you find the most relevant header and description fields!