For nearly a decade, Google has Belgium Email List its willingness and ability to adapt to search habits and users’ wishes. In its latest announcement, Google said that as of June 2022, responsive ads will be the only ad format that it will be possible to create and edit for search network campaigns. This means that after June 2022, you will no longer be able to create and edit your enlarged text ads. The aim of this radical change is to help “advertisers to simplify their search network campaigns and make them easier to manage with our intelligent and automatic tools .” ( Source ).

In this article, the experts from our SEA agency will share with you their reactions to the various Google ads and what advertisers need to be in place to prepare for them! “Responsive ads combine your creativity with the power of machine learning to help you serve more relevant ads to more users. It’s a powerful combination: Advertisers who switch their text ads to responsive ads, using the same elements, will see an average 7% increase in conversions, at a similar cost per conversion. ” As you can see from the data collected by our Google Ads agency, responsive ads have been gaining popularity for quite a while:

No more large text ads

What will happen with the enlarged text ads? Tip from our experts: To calmly prepare for change, Google recommends that you already have at least one responsive ad in each of your ad groups in your search network campaigns by June 30, 2022. We spoke with one of our Googl Ads experts, Gwendoline Ente, to share her thoughts on the latest Google ads! Gwen: I love the concept of responsive ads and think it’s a good thing to switch to an ad format that allows advertisers to customize their ad copies based on what each user wants and needs. My wish is for Google to become more transparent about item performance, and at a more granular level.

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so advertisers can use its data to directly adjust their posts and move their strategies forward! Do you have any concerns about the end of large text ads and the emergence of RSAs? Gwen: Responsive ads are (for now) a black box. The only performance metrics currently available are item-level impressions data. The effectiveness of the ad is also available by item but since a large percentage is classified as “pending”, this indication is not always useful! In view of the Google Ads accounts that I manage, responsive ads tend to generate a better CTR but a lower conversion rate and a higher CPA.

What are responsive ads

Gwen: I would like Google to continue reporting impression data at the level of each ad element but it would be great if we could also have secondary metrics when an ad element is served (something similar to ad extensions reports). Since the platform already offers an overview of the most popular ad combinations, it would be great to get new data in this view (including clicks, CPC, conversions, etc.). In addition to these metrics, I would also like us to be able to apply filters. Quite often titles and descriptions can be used across a large part of the account but being able to segment into Brand, Non-Brand, by Campaign, by Audience could be really helpful.

We will continue to monitor this announcement closely so that we can alert you to the next steps! For more information, do not hesitate to contact our team to learn more about responsive ads on the search network. Also check out our various articles if you want to get started with Google Ads or browse our Google Ads guide ! Everyone has a smartphone in their pocket, and a recent study showed that 70% of paid impressions come from mobile devices. If you want your PPC campaigns to be successful, start tailoring ads and targeting to mobile devices. Google Ads has a great feature that shows you what your ads look like on desktops and mobile devices, so this is a good place to start.

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