The End of an Era: So Long (Almost) To Expanded Text Ads

Hello again you curious and skilled Google Ads enthusiasts.
Today we are here to attend a funeral wake. There is no need for singing the praises of expanded text ads because, in my opinion, it was really time for automation to get definitely in the way.
So, let’s sing together “I ain’t afraid of no Automation” (it was a lifetime I have dreamt of quoting from “Ghostbusters”).
No time to read this column? Find the video
here.

Ads Adaptive to Web Search… They Were There Already!

Yes they were indeed. So, nothing really new has been introduced but, starting from June 2022, it will not be possible to create or change expanded text ads anymore. This means that, in time, they will definitely leave room for adaptive ads only.

A Step Forward in the Ad World… Why So?

Aside from the lingering need of creating good and effective ads, automation allows the optimisation of one of the main principles of Google Ads: “forward the right message at the right time”. Eventually every user will not be shown ads going from title to title divided by those vertical bars (a.k.a. separators). If you get to see them again, well, tear your hair out in despair!
Everytime I accidentally bump into those I realize they really look like old-fashioned telegrams.

Choose the best company that -STOP
offers products that -STOP
guarantee quality and convenience-STOP

In addition, without expanded text ads, message quality and proper timing will lead to better performance and low costs.

I Have Never Created Ads Adaptive to The Search Network

Easiest thing on this Earth. These ads can be created just as expanded text ads, but they allow to add:

  • Up to 15 titles which are 30 characters long each
  • Up to four descriptions which are 90 characters long each

We need to be aware that these ads need to be set with titles and descriptions which are not fixed (their position can be changed simply by selecting the pin right next to the title which I do not recommend), but adaptive instead and that can be chosen and positioned by the platform itself according to their performance and coherence.
Let’s keep in mind that the ad score displayed up on the right, during the creation of the ad, always needs to be “Good”, at least.
For further information please read
this guide directly by the Google Support Team.

What To Do In Case Of Help

In case of doubts or problems please find assistance and answers to your questions in the
Google Ads Community.
Product Experts like me and
Andrea Testa (First Platinum Level Product Expert in Italy) will be happy to be of help.
Entering the community is really simple and you can find a detailed explanation about how to interact on it
here.

Marco

La fine di un’era per gli annunci di testo espanso su Google Ads.
Addio (o quasi…)

Buongiorno curiosi e smanettoni di Google Ads,

Oggi presenziamo ad un Requiem. Non tesseremo le lodi degli annunci di testo espanso perché, dal mio punto di vista, era ora che l’automazione prendesse il sopravvento.

Tutti insieme gridiamo: “I ain’t afraid of no Automation” (È una vita che volevo citare i GhostBusters).

Non hai tempo di leggere l’articolo? Qui trovi il Video.

Ma c’erano già gli annunci adattabili alla rete di ricerca!

Sì. Non è stato introdotto nulla di nuovo ma, dal 30 Giugno 2022, non sarà più possibile creare o modificare gli annunci di testo espanso.
Questo significa che, con il tempo, andranno a sparire lasciando il posto ai soli annunci adattabili.

Perché è un passo avanti?

L’utilizzo dell’automazione permette, a fronte di una nostra bravura nella creazione degli annunci, di ottimizzare quello che è uno dei concetti cardine di Google Ads: “il messaggio giusto al momento giusto”.

Finalmente smetteremo di vedere, o se dovessimo vederli mettiamoci le mani nei capelli, annunci che passano da titolo a titolo intervallati dai divisori (quando mi capita di incrociarli mi ricordano un telegramma).

  • Scegli l’azienda migliore che -STOP
  • Ti fornisce un prodotto di -STOP
  • Qualità e praticità -END

In più vedremo come qualità e tempestività dei messaggi porteranno performance migliori a costi inferiori.

Non ho mai creato annunci adattabili alla rete di ricerca

È facilissimo. Si creano come gli annunci di testo espanso ma permettono l’utilizzo di:

  • Fino a 15 Titoli da 30 caratteri
  • Fino a 4 Descrizioni da 90 caratteri

Dobbiamo impostarli pensando che titoli e descrizioni non avranno una posizione fissa (si può impostare selezionando il pin accanto al titolo. Io lo sconsiglio) ma verranno posizionati e scelti dalla piattaforma secondo logiche di coerenze e performance.

Mi raccomando teniamo sempre presente il punteggio di qualità che appare, in alto a destra, durante la creazione dell’annuncio. Punteggio minimo “Buono”.

Per altre informazioni vi suggerisco di leggere questa guida direttamente dal supporto di Google.

Se avessi bisogno di aiuto?

Se hai dei dubbi o dei problemi puoi trovare assistenza e risposte alle tue domande nella Community degli Inserzionisti di Google Ads.
Nella community ti risponderanno Esperti di Prodotto tra cui io e Andrea Testa (Primo Esperto di Prodotto Platino in Italia).

Ovviamente è semplicissimo e puoi trovare a questo link la spiegazione dettagliata su come fare.

Marco

The End of an Era: So Long (Almost) To Expanded Text Ads

Hello again you curious and skilled Google Ads enthusiasts.
Today we are here to attend a funeral wake. There is no need for singing the praises of expanded text ads because, in my opinion, it was really time for automation to get definitely in the way.
So, let’s sing together “I ain’t afraid of no Automation” (it was a lifetime I have dreamt of quoting from “Ghostbusters”).
No time to read this column? Find the video 
here.

Ads Adaptive to Web Search… They Were There Already!

Yes they were indeed. So, nothing really new has been introduced but, starting from June 2022, it will not be possible to create or change expanded text ads anymore. This means that, in time, they will definitely leave room for adaptive ads only.

A Step Forward in the Ad World… Why So?

Aside from the lingering need of creating good and effective ads, automation allows the optimisation of one of the main principles of Google Ads: “forward the right message at the right time”. Eventually every user will not be shown ads going from title to title divided by those vertical bars (a.k.a. separators). If you get to see them again, well, tear your hair out in despair!
Everytime I accidentally bump into those I realize they really look like old-fashioned telegrams.

Choose the best company that -STOP
offers products that -STOP
guarantee quality and convenience-STOP

In addition, without expanded text ads, message quality and proper timing will lead to better performance and low costs.

I Have Never Created Ads Adaptive to The Search Network

Easiest thing on this Earth. These ads can be created just as expanded text ads, but they allow to add:

  • Up to 15 titles which are 30 characters long each
  • Up to four descriptions which are 90 characters long each

We need to be aware that these ads need to be set with titles and descriptions which are not fixed (their position can be changed simply by selecting the pin right next to the title which I do not recommend), but adaptive instead and that can be chosen and positioned by the platform itself according to their performance and coherence.
Let’s keep in mind that the ad score displayed up on the right, during the creation of the ad, always needs to be “Good”, at least.
For further information please read 
this guide directly by the Google Support Team.

What To Do In Case Of Help

In case of doubts or problems please find assistance and answers to your questions in the 
Google Ads Community.
Product Experts like me and 
Andrea Testa (First Platinum Level Product Expert in Italy) will be happy to be of help.
Entering the community is really simple and you can find a detailed explanation about how to interact on it 
here.

Marco

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