In a recent email to Google Ads advertisers, Google announced a significant change affecting search ads. Ad customizers will no longer be available for expanded text ads (ETAs) and dynamic search ads (DSAs) starting May 31, 2024.
The news has sparked discussions among paid search professionals. Navah Hopkins shared the Google announcement on LinkedIn and offered her perspective:
The shift towards responsive search ads
Google's preference for responsive search ads (RSAs) as the primary search ad format has been evident for some time. In 2021, Google announced that RSAs would be the only search ad type advertisers could create or edit in standard search campaigns.
The following year, in June 2022, Google stopped allowing advertisers to create or edit expanded text ads within any of its surfaces—a clear indication that RSAs were becoming the dominant ad unit.
Many marketers have already invested in responsive search ads, and this latest change appears to be another step in that direction. For those still using custom ad text with their text ads and DSAs, time is running out to transition to responsive search ads.
Here are some facts about this shift:
How does Google Ads' change regarding ad customizers impact advertisers?
To maintain personalised advertising experiences, you now need to:
- Transition your existing ad customizers to responsive search ads (RSAs) by the May 31 deadline.
- Rebuild customised ad experiences within the RSA format, which offers dynamic customisation capabilities.
- Adapt to a new ad landscape where RSAs are becoming the primary format for search ads.
What are the steps for advertisers to transition from ETAs to RSAs?
You must take proactive measures to ensure a smooth transition from expanded text ads to responsive search ads.
- Review your current ad campaigns using ETAs and identify which ad customizers.
- Create new responsive search ads that implement customizers before the deadline.
- Gradually phase out ETAs in favour of RSAs to become accustomed to the new format.
- Test and optimise these RSAs for performance against your current ETAs to ensure minimal disruption.
Why is Google pushing for a transition to responsive search ads?
Google's push towards responsive search ads is rooted in adaptability and efficiency. The transition reflects an effort to:
- Simplify ad creation while maximising reach and relevance across different search queries.
- Employ a more automated approach to ad optimisation using machine learning algorithms.
- Streamline the ad platform by focusing on a single, more effective ad type that can adjust to user queries and device types.
