Google prioritizes responsive search ads as default ad type

No items found.

Google announced that starting February 18th, responsive search ads will be replacing expanded text ads (ETAs) as the new default ad type for Google search campaigns. This change will primarily affect ad creation in the Google Ads UI, as Google Ads Editor and the API will remain unchanged. Advertisers will still be able to create expanded text ads and no changes will be made to the serving behavior of ETAs.

Impact for advertisers

There should be minimal to no impact to advertisers as a result of this change. While the update highlights the responsive search ad type, existing ad capabilities for either responsive search ads or expanded text ads will stay intact as a result of this announcement.

What to do next

No immediate changes are required, but Kepler recommends brands test responsive search ads across their search campaigns to gain an understanding of how they fit within their larger paid search strategy. 

While expanded text ads will still continue to serve, this change is the latest marker of Google’s push towards more dynamic search creative. This update being made so closely after the removal of BMM keywords is a clear indicator that more announcements focused on leveraging Google’s automated search technology should be expected in the months to come.

Google prioritizes responsive search ads as default ad type

Article Source Link

Google announced that starting February 18th, responsive search ads will be replacing expanded text ads (ETAs) as the new default ad type for Google search campaigns. This change will primarily affect ad creation in the Google Ads UI, as Google Ads Editor and the API will remain unchanged. Advertisers will still be able to create expanded text ads and no changes will be made to the serving behavior of ETAs.

Impact for advertisers

There should be minimal to no impact to advertisers as a result of this change. While the update highlights the responsive search ad type, existing ad capabilities for either responsive search ads or expanded text ads will stay intact as a result of this announcement.

What to do next

No immediate changes are required, but Kepler recommends brands test responsive search ads across their search campaigns to gain an understanding of how they fit within their larger paid search strategy. 

While expanded text ads will still continue to serve, this change is the latest marker of Google’s push towards more dynamic search creative. This update being made so closely after the removal of BMM keywords is a clear indicator that more announcements focused on leveraging Google’s automated search technology should be expected in the months to come.

More News from Kepler Group

Ruchi Prasad Named Chief Legal Counsel

Kepler Group has hired Ruchi Prasad as General Counsel to bolster its corporate development and sales partner solutions efforts.

Read More

Google Extends Cookie Deadline to 2024

Google has pushed back the deadline for third-party cookie deprecation, but it’s no time for advertisers to slow down.

Read More

Adweek: Advertisers unfazed by Google's cookie delay

This push to 2024 gives other alternatives more time for experimentation.

Read More

Digiday: Why agencies continue to invest in training

Why agencies continue to invest in training and education even as a potential recession adds financial pressure.

Read More

How Bloomberg Media Reached a Global Audience

How Bloomberg Media reached a global audience with personalized and effective display ads.

Read More

Five Things We've Realized in 5 Years of In-Housing

Here's what we've learned since brands started in-housing elements of their digital media investment.

Read More