By Lone Beacon Digital Media Manager Craig Foster

A few months back, Google announced that on June 30, 2022, advertisers will no longer be able to create or edit expanded text ads. In Google’s words, “This change will help simplify the way you create Search ads and make it easier for you to drive performance with our automated tools.” Why is Google doing this and what does this mean in terms of campaign performance?

The “why” is relatively simple: Google believes that automation and machine learning can produce the best ad that will attract your prospects to click and convert. These are referred to as “responsive ads”. With the ever-changing dynamics of the way people search and connect, the more agile your ads can be the better they can produce results. According to Google, 15% of search queries every day are searches they have never seen before. This makes having the right ad served to the right person even more important today than it was in the past.

What does this mean for your marketing campaigns? In simple terms, it should mean more qualified leads that can turn into potential clients. With the coming deadline, Lone Beacon has made the decision to no longer use expanded text ads and we our building our recent Google Search campaigns using responsive ads.

We have found that this change to a fully responsive campaign has yielded strong results versus the past campaigns with just expanded text ads, or even campaigns that utilized both types of ads. We have seen that the fully responsive campaigns are yielding 10-15% more conversions, while at the same time lowering our cost per conversion.

Though the process of creating these ads might take a bit more time, the results that we and others in the marketing industry are seeing make it clear why Google made this change, and why it is going to help Lone Beacon improve campaign performance for our clients moving forward.

Curious about Google ads and other targeted digital marketing campaigns? Lone Beacon’s understanding of digital media buying, financial knowledge and industry certifications set us apart from the pack. Click here to learn more about our data-driven approach to paid search marketing.