Google tests phasing out Expanded Text Ads

Google is consistently looking for new ways of being innovative. Here at Hesk Digital, it’s important to keep up to date with changes and innovations.

Some search marketers have reported that Expanded Text Ads are occasionally not available on the Ads dropdown in the Google Ads interface for Search campaigns on some accounts. Moreover, the Ad options are limited to Responsive Search Ads within the search campaign interface.

What are Expanded Text Ads?

Expanded text ads are a type of paid search ad available through Google Ads. They replaced standard text ads shortly after their introduction several years ago. Unlike display ads which show on sites within Google’s advertising network, expanded text ads show in search results. 

When it comes to the features of an expanded text ad, they offered a substantial improvement over previous Ads. With an expanded text ad, you can create:

  • Three headlines
  • Two descriptions
  • Display URL

What are Responsive Search Ads?

Responsive search ads allow users to create ads which adapt to show more text. This will enable marketers to add relevant messages to their customers. Not only do responsive ads have multiple headlines and descriptions when creating the ad. Google Ads will automatically test different combinations and learn which of them perform best over time. Google sees this as the most up to date way of improving campaign performance.

What Does The Change Mean?

A Google spokesperson has reported that Google is experimenting. Stating that, ‘’We’re [Google] is always testing new ways to improve our experience for our advertisers and users.’’

This represents a shift by google to machine learnings and predictive marketing. Also, Responsive Search Ads are used to predict which titles and descriptions will yield the best result with a searcher based on previous data.  

Google has an intention to make Responsive Search Ads the primary format for Search Campaigns. We’ve seen this happen with Microsoft, who have been pushing their machine learning abilities more heavily than Google recently.

It may be time for digital marketers to look into adapting their ad formats to the RSA approach. This will allow digital marketers to get a head start, as much as we might prefer more fine control over our Ad Testing.

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At HESK Digital, We’re experts in SEO, paid advertisements and analytics. We have over three decades of marketing experience and a senior team who has experience with major Sydney marketing agencies. We find it essential to keep up to date with and discuss developments in our field.

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