As of the beginning of July, Google limited what can be done using Expanded Text Ads. Although Expanded Text Ads still can display, advertisers can no longer create new ads or modify existing expanded text ads.
If you are not actively using Google, you may not realize the full ramifications of this change. In a nutshell, this is another step closer of Google making automation more prevalent across all ad accounts.
Taking the place of Expanded Text Ads will be Responsive Search Ads. Although Responsive Search Ads are not new, they now are the only choice advertisers have when creating their search ads.
Responsive Search Ads are the new default type of search text ads. These types of ads work by mix and matching from a larger selection of headlines and descriptions. Once approved and running, Google uses its algorithm to serve the combination of headlines and descriptions that they find to have the highest possibility of receiving a click.
This process of adding multiple headlines and description has for the most part, made the process of testing multiple search text ads irrelevant. Instead, to improve an ad, advertisers can now test different offers and calls to actions to automatically create better performing search ads and thus driving more qualified clicks.
When using responsive search ads, advertisers are allowed to enter a maximum of 15 headlines each with a maximum of 30 characters. In addition, responsive search ads support up to four descriptions each with a maximum character limit of 90. For the Display Path, aka Display URL, you can add two fields up to 15 characters each that will automatically append to your base URL.
When creating your headlines, Google provides suggestions based on the URL entered. In addition, Google provides suggestions for Call to Action such as Order Online, Shop Today; Promotional phrases such as Unbeatable Prices, Exclusive Deals; and Trust phrases such as Official site and High-quality Products.
Since you have 15 options, to test, I always test at least one Call to Action, one Promotional Phrase and one Trust Phrase and many times will use Google’s suggestions. However, just remember they are suggestions. You need to create an ad that will make sense to the users that you want to visit your website.
It is also important to know that if you don’t pin the order (see the arrow) in the image above, headlines can appear in any order within the ad or not ad all since only 2 or 3 of the headlines will appear. By pinning a headline, you can ensure that the top headline in this instance remains stable and will ensure the ad makes sense. I’ve seen advertisers who are using responsive search ads where the headlines that are appearing (randomly generated) makes absolutely no sense. Think of three promotional phrases appearing with no mention of the product.
In the example provided, I’m using a dynamic keyword insertion which will show the search that cased my ad to trigger. If Google cannot for some reason insert the keyword, then the default text of Sprouted Organic Walnuts will appear in the pinned first position for the ad.
Next comes description, you can include up to 4 descriptions, which Google will test typically showing 2 each time they display your ad.
You will want to make sure your descriptions accurately convey the page you are sending traffic, provide users a reason to click on your ad and are unique to distinguish your ads from your competitors.
PRO TIP: Google will provide examples but remember that they are providing these examples to your competitors as well. Do a search for some of your keywords on Google and see what your competitors are doing and then write a more benefit-filled, more compelling ad.
FINAL WORD
Like it or not, Google is moving towards more advanced and mandatory automations. As advertisers whether you are advertising your own account or working for clients, it is essential to adjust to these changes and quickly adapt if you want to keep your Google advertising profitable.
Responsive Search Ads can produce just as high CTR as the Expanded Text Ads when used properly. However, it is important to realize how they work.
Different headlines and descriptions can and will appear in any order or not at all. Given that fact it is critical that your ad makes sense when headlines are taken in a random sequence.
Don’t just blindly accept Google’s recommendations. Instead think what makes sense from the perspective of your audience. If you do not, you may be left with an ad that will make little sense and be left wondering why your results have tanked.
It is also important to know that while existing Expanded Text Ads will continue to run, it won’t be forever. Make sure you start testing using Responsive Search Ads before your ads stop running and you are left to scramble to create and make live.
He was named to Best of Los Angeles Awards’ Most Fascinating 100 List in both 2020 and 2021. To find more information on Andy Splichal, visit www.trueonlinepresence.com or read The Full Story on his website or his blog, blog.trueonlinepresence.com.
Search text ads are Google’s original ad type. These are the text ads
that appear just below the search bar and typically above the organic results.
Search text ads are eligible to display based on keywords that an
advertiser enters that Google matches with a user’s query using a real-time
auction that determines the ad rank (the order) for which advertisers’ ads
appear.
Although there have been a few tweaks over the years to the character
limits for the ads and the of course the change of removing search text ads on
the right side of the Google page (Feb 2016); however, for the most part search
text ads have remained constant.
However, Google has over the last year been introducing different types
of search ads that are more automated which include: Expanded Text Ads (EXTRA),
Responsive Search Ads (RSA) and Dynamic Search Ads (DSA).
This has many advertisers a bit confused on which type of search text ad they should be using. Below you will find a summary of each along with some recommendations for best-practices.
Expanded Text Ads (EXTRA)
Expanded Text Ads are the most like standard text ads with a few
differences in terms of the character limits of the ad.
Extra Headline Field – The first two lines are
required; however, with Expanded Text Ads advertisers have the ability to add a
3rd optional headline consisting of up to 30 characters. This 3rd
headline will appear more often on widescreen mobile devices.
Extra Description Field – With Expanded Text Ads,
advertisers have the ability to add a 2nd description consisting of
up to 90 characters.
The domain URL is based on the final URL domain.
While standard text ads show the full domain
‘www.example/product/or/category/url’, the Expanded Text Ads will only show the
final URL ‘www.example.com’.
The display URL can include two optional paths. This
is where advertisers can add descriptions to their URLs. Paths should be used
to give users a sense of where they will be directed if they click on the ad
although it does not have to exactly match the destination URL.
Mobile-Optimized – Expanded Text Ads will generate a
preview for both desktop and mobile format inside the Google Ads interface when
advertisers are creating the ad.
Expanded Text Ads are available to serve on both the Google Search
Network and the Google Display Network and are full compatible with all ad
extensions (automatic and manual).
Responsive Search Ads (RSA)
Responsive Search Ads allow advertisers to show multiple headlines and
multiple descriptions to their customers. Over time, Google will test the different
combinations discovering which perform the best.
Using a Responsive Search Ad, advertisers need to provide a minimum of 3
headlines and can add up to 15 headlines (30 characters each). Advertisers also
need to provide a minimum of 2 descriptions and can add up to 4 descriptions
(90 characters each). These minimums are required for every Responsive Search
Ad.
Like standard search ads and Expanded Text Ads, the advertiser determines
both the Final URL and the Display URL.
How It Works –
In any given user search, Google will assemble a maximum of 3 headlines
and 2 descriptions to display in different combinations and in different orders.
Therefore, each headline and description should make sense individually as the
order may change.
Over time, Google Ads will learn which combinations are the most relevant
for different queries thus increasing the effectiveness of your ads.
If there are certain headline or description that advertisers always want
to display, advertisers have the ability to ‘pin’ those to a specific position
in the ads. However, for most advertisers this is not recommended as it will
prevent Google’s algorithm from testing all headlines and descriptions, but it
is an option.
You can view reports on your responsive search ads within the ‘Ads &
extensions’ page. Data provided will show totals for all the ad combinations
that were shown for each headline and descriptions.
Note, there is a current limit of 3 Responsive Search Ads per ad group.
Dynamic Search Ads (DSA)
Dynamic Search Ads are ideal for advertisers with well-developed website
or a large inventory. These ads allow advertisers to help fill in the gaps of
keywords based on campaigns.
With Dynamic Search Ads, the headlines and landing pages are automatically
generated by Google using content from the website. This dynamic creation
ensures that the ads are relevant and saves time.
With Dynamic Search Ads, advertisers just need to add creative
descriptions and Google will pull data content from their website to complete
the rest of the ad.
How It Works –
When a user searches a term that is closely related to title and
frequently used phrases on your website, Google Ads use your website title and
description to select a landing page and dynamically generate a relevant
headline for your ads. Keep in mind with this type of ad, the HTML page title
is extremely important as this is what Google is using to create your Dynamic
Search Ads headline.
Creating Dynamic Search Ad Targeting.
While you can add other search ad types inside the same campaign, with Dynamic Search Ads those are the only type of ad that can be used within a single campaign. You cannot therefore have a campaign running both Dynamic Search Ads side by side with either Expanded Text Ads or Dynamic Search Ads.
In addition, Dynamic Search Ads work a bit different than the other search
ads type as advertisers need to direct Google which URLs are eligible to appear
for those types of ads.
Advertisers can select specific URLs through the URL_Equals option or capture
many URLs at once through the URL_Contains option.
In addition, for websites that are organized by theme, advertisers can
determine which subset of a website to advertise using Dynamic Search Ads or use
standard ad groups to make certain products are eligible to appear.
Dynamic Search Ads are a fantastic way to make sure that all products are
being represented with an ad by allowing Google to identify items that may not be
currently appearing for some of the other search ads types.
Dynamic Search Ads have provided an essential tool for many retailers with large product offerings where creating a search ad for each product would be near impossible.
Last Word
Which type
of search text ad you use depends upon your business, your goals and quite
frankly which one performs better for your business.
For best-practices, Google recommends advertisers use 2 Expanded Text Ads (EXTRA) and 1 Responsive Text Ad (RSA) in EVERY ad group.
In addition, retailers
with many skus would be most likely benefit from the additional use of a
campaign that uses exclusively Dynamic Search Ads (DSA) ads in order to make
sure all products are running with a search ad.
Although there is some work involved in creating this many different types of ads, those advertisers that do will gain a measurable advantage over their competition still using standard text ads or those who lack the knowledge to use the different types of Google search ads properly.
Looking for More Information on Google Advertising?
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Happy Marketing! Andy Splichal
ABOUT THE AUTHOR
Andy Splichal is an online marketing strategist with more than a decade and a half of experience helping companies increase their online presence and profitable revenues. Although this blog focuses on driving profitable traffic through Google AdWords, True Online Presence offers additional services for lead generation as well as other proven marketing strategies customized for each client.
