How can you prepare for this change?

To prepare for the up-and-coming changes, it’s highly recommended that you have at least one responsive search ad in every ad group in your search campaigns by the end of June 2022. You can repurpose your expanded text ads content for your responsive search ads in the following ways:

  • Pin your headlines or descriptions to specific positions in your RSA’s
  • Repurpose high-performing content from your ETA’s and focus on ad strength
  • Evaluate the success of your ads based on clicks, impressions, and conversions

Frederick Vallaeys, Cofounder of Optmyzr for Search Engine Land commented on the following:

“If you’re in an industry where your ad must contain certain pieces of text in very specific locations, pin away! But if it’s not required, we found that attempting to control the machine by telling it what text to pin to certain ad positions was usually detrimental to results.”

For more information on Google Ads, get in touch to speak with one of our paid marketing strategists.

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