Transitioning to Google Responsive Search Ads

A small but beneficial change is coming to Google Search ads. Effective June 30, 2022, responsive search ads will be the only ad type available in standard Search campaigns. Google is phasing out expanded text ads as a part of its overall shift to automated advertising tools.

What are Responsive Search Ads?

For users, responsive search ads look the same as expanded text ads but with all the benefits of automated ads, making your Search campaigns more efficient and effective. Every responsive search ad is shown as a combination of three headlines and two descriptions. If your ad text is a close enough match to the user’s search query, it may appear in bold in the ad.

What are the Benefits of Responsive Search Ads?

Responsive search ads improve performance by adapting ad content to match users’ searches more closely. Google Ads tests different combinations automatically to learn which ones perform best and adjust to device widths to serve the most impactful ad in the space available. When creating a responsive search ad, you can submit 3 to 15 headlines, and 2 to 4 descriptions. With multiple headlines and description options, your ads have a greater chance to match more queries. In our experience, responsive search ads can help increase ad engagement or reduce the cost per conversion.

While the approach to expanded text ads may have provided a greater sense of control, it is a tedious, manual process. Alternatively, responsive search ads let you control all the possible headlines and descriptions for each campaign with the information Google has about user behavior and search trends to maximize the likelihood your ad will perform well.

How Does This Affect Current Expanded Text Ad Campaigns?

While you will no longer be able to create or edit expanded text ads, active campaigns will continue as is, unless you pause or remove the ads altogether. Adpearance clients’ expanded ad text campaigns are being transitioned to responsive search ads to take advantage of the performance boost we are seeing with the new ad type.

More Questions About Responsive Search Ads?

If you’re still wondering about how sunsetting expanded text ads will affect your business, get in touch. We’re happy to review your marketing mix and produce a free digital analysis with recommendations and competitive insights specific to your market.