After June 30, 2022, Google will be sunsetting Expanded Text Ads and you will no longer be able to create new assets. Existing ads will continue to serve, can be paused and resumed, and performance reports will still work, of course.
Moving forward, Google recommends using Responsive Search Ads (RSAs). Here’s what they are, and how they work.
What are Responsive Search Ads?
Responsive search ads adapt in real time to show more relevant messages to your specified audiences. When you create them, you will have the ability to enter up to 15 custom headlines and four descriptions, which Google’s AI will then mix and match to find the best performing optimization. There are many combinations of headlines and descriptions that could serve. Combinations are tailored to each individual user based on relevance to their search query.
For example, here are two different combinations of the same RSA:
Advantages of RSAs
- These units are continually optimized to improve performance, this saves time and will drive stronger results
- RSAs give your ads the opportunity to compete in more auctions, increasing reach, clicks and conversions
- They adapt to various devices and screen sizes
- You have the option to make them location-specific utilizing native Google tools
How to Ease the Transition
- Begin to include one or more Responsive Search Ads per ad group for your search campaigns
- Reuse content from previous Expanded Text Ads the performed well
- Build your RSAs in the UI as a guided walkthrough to get acquainted
- Ensure that headlines and descriptions make sense individually and in combinations.
- Remember that each ad group is limited to three enabled RSAs
- Aim for at minimum one RSA per group rated ‘Good’ or ‘Excellent’ strength
- Utilize broad match keywords and smart bidding
Building Effective Responsive Search Ads
- Use as many headlines and descriptions as possible (ideally 15 headlines and four descriptions)
- Include popular keywords in your headlines
- Make your headlines and descriptions unique
- Pin headlines and descriptions that are core to your messaging
- Test suggestions provided by Google's integrated ad creation tool
- Double-check that your ad strength score is “good” or above
For more information, be sure to check out Google's resource on RSAs here