Sunday, 14 September 2025
26.3 C
Singapore
27.2 C
Thailand
19.3 C
Indonesia
27.8 C
Philippines

Google to discontinue customizers for text ads

Google Ads discontinues ad customizers for text ads. Transition to responsive search ads for better ad customization and performance.

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.

Hot this week

Delta Electronics showcases future-ready building automation at MARVEX 2025

Delta Electronics showcases future-ready building automation solutions at MARVEX 2025, focusing on sustainability, efficiency, and smarter operations.

Bending Spoons to acquire Vimeo in US$1.38 billion deal

Vimeo to be acquired by Bending Spoons for US$1.38 billion, taking the video platform private later this year.

Young Singapore inventor wins James Dyson Award for diabetes innovation

NUS graduate Zoey Chan wins James Dyson Award 2025 in Singapore for nido, a tool designed to simplify daily insulin injections.

Cisco and Tata Communications join forces to advance eSIM and IoT connectivity

Cisco and Tata Communications partner to integrate eSIM and IoT solutions, aiming to simplify, scale, and transform enterprise connectivity.

OpenAI signs reported US$300 billion cloud deal with Oracle under Project Stargate

OpenAI has reportedly signed a US$300 billion cloud deal with Oracle under Project Stargate, one of the largest agreements of its kind.

Asus unveils US$4,000 ProArt P16 with 4K tandem OLED and RTX 5090

Asus launches its ProArt P16 laptop with a 4K tandem OLED, RTX 5090 GPU, and creator-focused features, priced from US$1,999.

Lenovo unveils Legion Go 2 handheld with OLED display and higher price tag

Lenovo launches the Legion Go 2 handheld with an OLED display, upgraded specs and a higher starting price of €999 at IFA 2025.

Samsung could launch two Galaxy Z Fold8 models in 2026

Samsung may release two Galaxy Z Fold8 models in 2026, including one with a square-like screen, alongside the Galaxy Z Flip8.

Apple brings new health features to older Watch models

Apple adds hypertension notifications and Sleep Score to older Watch models with watchOS 26, expanding health tools beyond its newest devices.

Related Articles

Popular Categories