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Google’s Expanded Text Ads to be Phased Out in June 2022

Google recently announced that starting 30 June 2022, responsive search ads will be the only Search ad type that can be created or edited in standard Google Ads Search campaigns. The intention is that this change will help to simplify the way that Search ads are created and to make it easier to drive performance with Google’s automated tools.

Responsive search ads help to compete in a wider variety of relevant auctions by delivering ads that adapt to show the right message for the right query. This means that it’s possible to drive incremental conversions and create fewer ads while spending more time on strategic initiatives for your business.

After 30 June 2022 it will no longer be possible to create or edit expanded text ads in a Google Ads account. However, existing expanded text ads will continue to serve alongside responsive search ads. Reports on their performance will still be available going forward. Additionally, it’s still be possible to pause and resume expanded text ads or remove them if needed.

To prepare for this change, it’s recommended that there is at least one responsive search ad in every ad group in the Search campaigns by 30 June 2022.

Best practices for creating effective responsive search ads

  • Re-purpose high-performing content from your expanded text ads and focus on Ad strength.
  • Pin headlines or descriptions to specific positions in your responsive search ads.
  • Evaluate the success of the ads based on incremental impressions, clicks and conversions the ad groups and campaigns receive.

Most details on best practices for creating effective responsive search ads can be found here.

You can view our previous posts about responsive search ads here:
Google Ads – Responsive Search Ads Asset Report (Jan 14th 2021)
Google Ads Makes Responsive Search Ads the Default (March 10th 2021)

If you want to know more about how the changes to expanded text ads and making improvements to responsive search ads can help your Google Ads campaigns, please get in touch.