Google to remove text PPC ads

Posted on October 25, 2021

 

Search giant Google has released an official statement confirming that, next year, it will be phasing out the traditional text pay-per-click (PPC) ads in favour of responsive ads.

The search engine announced this news in a blog, stating that:

“The ways people search are constantly changing. In fact, 15% of search queries every day are new searches we’ve never seen before. As consumer trends shift and evolve, it’s more important than ever to make it easier for people to connect with your business through relevant and helpful ads.”

Google has argued that, in order to keep up with current trends, automation is key, and one example of executing this is through the use of responsive text ads. These ads combine machine learning with advertisers’ creativity, delivering searchers with ads that can adapt in order to display a specific message for a specific query.

Google has revealed that those advertisers who make the switch to responsive ads from text ads, using exactly the same assets, actually enjoy an average rise of 7% when it comes to conversions, with these costing a similar amount too.

As of 30 June, 2022, advertisers will no longer have the ability to edit or create expanded text ads, but any existing text ads will still be delivered alongside their responsive ads, with reports on performance also still being offered. Advertisers will still also have the ability to pause, resume and remove existing text ads as they see fit. In addition, Dynamic Search Ads and call ads can still be created and edited.

In preparation for this shift to responsive ads, Google has recommended that advertisers have a minimum of one responsive ad in each ad group by 30 June next year. It has also provided several tips and tools for responsive ad success, including:

– Using the ‘Recommendations’ page for quick, customised improvements to ads
– Using ad variations to rest out different versions of ads and to monitor their performance
– Pinning descriptions or headlines to particular positions within responsive ads to ensure specific messages are always shown to searchers
– Repurposing content that performed well in text ads for responsive ads, focusing on ‘Ad strength’
– Using data such ads clicks, conversions and impressions for ad campaigns and groups, not just for particular ads themselves

In Google’s eyes, however, the most important action advertisers can take is to pair Smart Bidding and broad match keyword with their responsive ads, which it has said can help them to reach new queries that perform well, along with optimising bids in real time. Google revealed that those who make the switch from text to responsive ads, with the same assets used, while also using broad match keywords and Smart Bidding, enjoy a 20% increase in conversions on average – for a similar amount of money.

PPC ads are just one way you can get searchers to visit your website. If you’re in search of engaging, responsive PPC ads, or in any of our other digital marketing services, speak to us at Engage Web, we’d be happy to help.

Digital Marketing Executive at Engage Web
Emily is no stranger to the world of online content. By the age of just 14, a novel she wrote on the story-writing website Wattpad had amassed more than a million views!
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