Google will no longer serve new expanded text ads starting June 30, 2022
May 18, 2022 - The world of paid advertising is constantly evolving, especially with Google, which is continuously updating how it runs its ad programs.
If your business revolves around insurance marketing – let alone any kind of marketing – you should be aware of Google’s plans to scrap expanded text ads to instead focus on responsive search ads on June 30, 2022.
In case you didn’t know, responsive search ads let you create an ad that adapts to show more text and relevant messages to your target demographic. Responsive search ads consist of up to 15 headlines and four descriptions.
Google utilizes automation to create thousands of different asset combinations based on this information. Eventually, Google gathers data on the combinations that perform the best and the ones that should serve in search results more often.
Following a successful test run, Google’s responsive search ads officially left the beta stage in October 2019, and as of February 2021, Google made responsive search ads the default campaign type.
Let’s take a deeper look at the benefits of responsive search ads, the reasoning for this change, and how you can prepare your agency for this marketing shakeup!
The Advantages of Responsive Search Ads
Responsive search ads have a greater chance of attracting a higher clickthrough rate than expanded text ads. This is because the headlines and descriptions better match the search keywords so they tend to be more relevant to viewers – meaning they will bring more clicks to your site and likely result in more conversions!
Given the increase in headline and description options, responsive search ads allow you to reach more potential customers and give your ads a chance to compete in more searches relevant to your business and match more search queries.
Since Google uses machine learning to collect data to determine the best-performing ads, you’ll be able to try out more of your ideas in a shorter amount of time. As your ads are optimized, you’ll be able to offer more engaging and targeted messaging for each segment of your audience. This data can also be used to decrease costs-per-click, improve your ad quality and improve conversions.
Google also has several helpful reporting and feedback tools for responsive search ads, including auto-generated suggestions and real-time feedback. You can also receive updates on ad approvals on whether they’re losing impressions and can make informed campaign changes within the same groups!
Google’s Reasoning Behind the Change
So, why is Google switching things up? For starters, the company says this will simplify how you create Search ads and make it easier for you to drive performance with Google’s automated tools.
Google also claims that responsive search ads also help you compete in a wider number of relevant auctions by delivering ads that adapt to show the right message for the right query. This means that you’ll be able to create fewer ads and drive incremental conversions, which will give you more time to spend on strategic initiatives for your insurance agency.
According to Google, advertisers that switch from expanded text ads to responsive search ads using the same assets see an average of seven percent more conversions at a similar cost per conversion.
Since Melon Local has begun working with responsive search ads, we’ve seen a lower cost per conversion and cost per click due to better ad quality scores and improved ad relevance.
What Isn’t Changing?
If you have existing expanded text ads, they will still be served alongside responsive search ads, and you’ll still see reports on their performance moving forward. In addition, you’ll be able to pause and resume your expanded text ads or remove them. You’ll also still be able to make and edit Dynamic Search Ads and call ads.
Still, Google suggests that advertisers have at least one responsive search ad in every ad group in their search campaigns before they get rid of expanded text ads.
How To Set Your Responsive Search Ads for Success
To effectively use responsive search ads, we recommend that you:
- Repurpose the content of your high-performing expanded text ads and focus on ad strength.
- Make sure your landing page is relevant to the ad you are creating to improve ad quality.
- Regularly check the impressions, clicks and conversions your ad groups and campaigns receive.
- Remember, the more headlines and descriptions you enter, the better.
We know it may seem overwhelming if you’re unfamiliar with the Google Ads platform, especially if you need to manage everything else that comes with running an insurance agency.
Instead of trying to do everything on your own, consider working with Melon Local for your insurance marketing needs! As Premier Partners, we know a thing or two about working with Google, including managing your Google Ads. Learn more about how we can boost your insurance agency by scheduling a demo with us today!