Tag Archive for: google ads news

Google To End Expanded Text Ads in 2022

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You heard it here first, Google is officially set to sunset their expanding text ads, or ETAs, in July of 2022. According to an announcement from Sylvanus Bent, Product Manager, Google Ads, advertisers will no longer be able to create new ETAs or edit existing ETAs in Google Ads beginning in July 2022. “Your existing expanded text ads will continue to serve alongside responsive search ads, and you’ll still see reports on their performance going forward. Additionally, you’ll be able to pause and resume your expanded text ads or remove them if needed. You’ll also still be able to create and edit call ads and Dynamic Search Ads,” said Bent.

 

What to do in the meantime?

We know this news is coming pretty far in advance. What we recommend for now is to use ETA info for RSAs in the transition, which is also recommended by product managers at Google Ads. “To prepare for this change, we recommend that you have at least one responsive search ad in every ad group in your Search campaigns by June 30, 2022,” Bent suggested. Google’s announcement also has already included ways that advertisers can repurpose their ETA content for RSAs. Recommendations from Google’s team include the following:

  • Look through your ads and evaluate their success based on incremental impressions, clicks, and conversions your ad groups and campaigns receive
  • Repurpose 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

This new Google update will mainly affect anyone in highly regulated fields.These are currently the industries that benefit from ETAs and will be the most impacted starting next year. 

 

Why this Extended Text Ads news is relevant 

This new update from Google is the latest move in order to make a big push in the automation through their ad products. In the announcement from Google, their team explains, “15% of search queries every day are new searches we’ve never seen before” and therefore “Automation is key to keeping pace with these trends.” While RSAs are in use by many advertisers, we also understand the control over ads that ETAs provide as well as other capabilities. The future phase-out of ETAs means advertisers are moving even further away from direct control over their accounts and having to work with the Google Ads machine learning and AI.

Before the full phase-out is complete, our experts recommend testing your ETA ad pieces in RSAs and figure out what works best so you’re not cut off completely from new ad creation when Google Ads stops allowing new ETAs. 

 

More from Onimod Global

As this is news almost a year in advance, the story is evolving and our experts at Onimod Global will keep you up to date on the latest information regarding expanding text ads and any other Google Ads updates to come. At Onimod Global, our experts have endless expertise when it comes to the latest news on Google updates. We’re here to discover what is the right and relevant information to make your ads successful. Got questions about ETAs, Google Ads, or want to learn more about us? Contact us here today. 

Why Google Ads Plans To Limit Search Terms

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Google has started to alert advertisers that it will soon stop showing search queries that triggered their ads when there is not “significant” data.

What is exactly changing?

On Google’s Search Terms Report support page they state, “Starting September 2020,  the search terms report only includes terms that a significant number of users searched for, even if a term received a click. You may now see fewer terms in your report.” In simpler words, advertisers will have reduced visibility into which search queries trigger their ads, even if they register a click or conversion.

Google’s statement from Search Engine Land. “In order to maintain our standards of privacy and strengthen our protections around user data, we have made changes to our Search Terms Report to only include terms that a significant number of users searched for. We’re continuing to invest in new and efficient ways to share insights that enable advertisers to make critical business decisions,” a Google spokesperson told Search Engine Land Wednesday.

What does this mean for you?

According to Seer Interactive, you will lose roughly 28% of your budget’s visibility for paid search.

Prior to the update

  • For every $100K you spent on Google search, you got search term data for $98,700 of it.
  • For every 100K clicks you got, you saw search term data for 98,300 of those clicks.

After the update

  • For every $100K you spend on Google search, you get search term data for $71,000 of it.
  • For every 100K clicks you get, you see search term data for 77,900 of those clicks.

That’s ~$27,000 worth of search term data unseen for every $100K you spend.

Why we advertisers care.

The purpose is to prevent advertisers from having the ability to use minimal query data to identify users or have access to any personally identifiable information users may include in their search queries. Protecting user privacy is important and should be prioritized. However, Google limited query data in Search Console for this reason before the update. The difference is that advertisers pay whenever a user clicks on an ad triggered by a users’ query. Losing this data will have severe financial impact on advertising budgets.

In addition to financial implications, there will also be an effect on the optimization of campaigns and negative keyword lists. Not having any access to this data means that advertisers won’t be able to determine if those queries should be added to negative keyword lists to make their campaigns more efficient.

Contact Onimod Global

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