Big Changes Coming for Google Ads

Beginning July 1st for Google, and August 29th for Microsoft, Responsive Search Ads (RSAs) will be the only ad type available.

Both Google and Microsoft have announced that they will be removing the ability to create and edit Expanded Text Ads. As of July 1st for Google, and August 29th for Microsoft, advertisers will only be able to pause and resume their current ETAs.

Responsive Search Ads (RSAs) will be the default and only ad type when you want to create a new Search campaign, but don’t worry, although this may seem like a lot of admin work RSAs have lots of great benefits that often perform better than existing ETAs.

With the change coming soon, tit’s time to prepare your campaigns. In this blog, we’ll explain the difference between both ad formats and discuss how RSAs will benefit your Digital Marketing.

Differences between ETAs and RSAs

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How will RSAs benefit your business?

If you are a business running Google and Microsoft paid campaigns, then you will definitely benefit from Responsive Search Ads (RSAs). RSAs allow you to write up to 15 headlines and 4 descriptions which Google and Microsoft will automatically combine using machine learning, to create the ad someone sees when they’re searching for the keywords you are bidding on. The winning combination is the one that results in the best click-through rate and highest conversion rate for the ad.

As a business, being able to utilize the AI capabilities of Google and Microsoft has many benefits:

  • Saves you time and money – You no longer need to create multiple ads to test which combinations work best. Simply create one RSA and input your headlines and descriptions and Google and Microsoft can do the testing for you. This saves you time and money that could otherwise be wasted on poorly performing ads. 
  • Increases the relevance of your ads – The reason that RSA’s tend to perform better than ETAs is that they have more headline and description combinations therefore, they can adapt to a user search query more accurately so that the ad is more relevant to their needs. This results in increased click-through rates and conversions for your ads.
  • Reach a wider audience – With 15 headlines and 4 descriptions, you have many more options to include keywords in your ad copy so that you enter more auctions and reach audiences with relevant search queries.

The great thing about responsive search ads is that Google and Microsoft are doing the heavy lifting by testing your ad variations for you. Using AI they can deliver the most effective content to the users who are searching for relevant terms. This in turn will save you time, and money and give you lots of data where you can identify what’s working to help you set up future campaigns.  

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What to do Next?

Although you might be comfortable with the familiarity and control that comes from Expanded Text Ads, Responsive Search Ads are a great way to target relevant customers and improve your conversion rates and they need to be embraced! 

By utilizing Google and Microsoft’s machine learning software, you can save time on testing and retesting different ads, meaning you can focus on growing your business.

WAY Nation Solution is here to make building RSA’s easy. Simply connect with us today and we will help you set up your new RSA campaigns…or your very first Google Ad campaigns.