This week, Thursday 30th June 2022, sees the end of expanded text ads. So from next month, after being around for nearly six years, we will no longer be able to create or edit them.
Back in February, I wrote about how June 2022 would see the end of expanded ads, and how they’d be fully taken over by responsive search ads, and that time has come.
This means that the old text ads will disappear as an option for creation. Google has made it harder to create them for a while, removing the option from the immediate list of ads you can create:
This means you have to opt to add ‘Ad variation’ and from there you can select ‘Text ads’ (albeit with a warning that you probably shouldn’t bother):
However, there’s no need to fear. If you have any expanded ads that are performing well, that you don’t want to lose, they will still be eligible to serve alongside responsive search ads.
You’ll also be able to pause and resume the old ad type, but editing and creating new ones will no longer be possible.
What do you need to do before 30th June?
If you want to create or edit any expanded ads, you obviously need to do that before the deadline. Google also recommends that you have at least one responsive search ad per ad group and says:
“Advertisers that switch from expanded text ads to responsive search ads, using the same assets, see an average of 7% more conversions at a similar cost per conversion.”
If you are unfamiliar with responsive search ads and want to know more about how to create them and best practices etc then do check out my previous post.
Google also states that:
“Advertisers that switch from expanded text ads to responsive search ads, using the same assets, in campaigns that also use broad match and Smart Bidding see an average of 20% more conversions at a similar cost per conversion.”
Now while this might be a good strategy for advertisers with a large inventory of items for sale, and huge budgets to match, it might not suit those that need to be more conservative with their advertising spend. These types of stats are ones that I’d have to see to believe to be honest, but I’d happily be proven wrong.