In an email sent to Google Ads advertisers this week, the company announced a change to search ads.
Starting May 31, 2024, ad customizers will stop running for expanded text ads (ETAs) and dynamic search ads (DSAs).
The notification reads in part:
“On May 31, 2024, existing ad customizers for text ads, expanded text ads, and dynamic search ads will stop serving (after that date they can only serve with their default value).”
For advertisers leveraging customizers with their text or DSA ads, Google recommends “transitioning to responsive search ads and creating ad customizers for responsive search ads by May 31, 2024.”
Reactions within the search marketing community
News of the impending change sparked a discussion among paid search professionals.
Navah Hopkins shared the Google ad on LinkedIn along with its prey:
“I’ve never been a big fan of personalizers (both anecdotally and when looking at large data sets), but I respect that they work for some advertisers.
If you’re currently running ad customizers in your DSA or ETA, now is the time to build them as an RSA so you can gradually transition to the new format.”
Hopkins clarified that customizers will stop serving text ads and DSAs, not ad types.
“If you don’t mind [customizers]…keep calm and continue your amazing human augmented creative segmentation!
The writing on the wall for text ads
Google’s push for Responsive Search Ads (RSA) as the go-to search ad format has been evident for some time.
In 2021, Google shared that RSAs would become the only search ad type that 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 on any of its surfaces, a clear sign that RSAs were taking over as the primary ad block.
Many marketers have invested in responsive search ads over the past couple of years, and this latest move appears to be another step in that continued shift.
For those still leveraging personalized ad text with their text and DSA ads, time is running out to rebuild those personalized experiences with responsive search ads.
Frequently asked questions
How does the Google Ads change to ad customizers affect advertisers?
To maintain personalized ad experiences, Google Ads advertisers must now:
Transition your existing ad customizers to Responsive Search Ads (RSA) by the May 31st deadline. Rebuild personalized ad experiences with the RSA format, which offers dynamic personalization capabilities. Adapt to a new advertising landscape where RSAs are becoming the primary format for search ads.
What are the steps for advertisers to switch from ETAs to RSAs?
Advertisers should take proactive steps to ensure a smooth transition from expanded text ads to responsive search ads:
Review current ad campaigns using ETA and identify which are using ad customizers. Create new responsive search ads that implement customizers before the deadline. Test and optimize these RSAs for performance with current ETAs to ensure minimal disruption. Gradually eliminate ETAs in favor of RSAs to get used to the new format.
Why is Google pushing for a transition to responsive search ads?
Google’s push towards responsive search ads is based on adaptability and efficiency. The transition reflects an effort to:
It simplifies ad creation while maximizing reach and relevance across different search queries. Take a more automated approach to ad optimization using machine learning algorithms. Optimize your ad platform by focusing on a single, most effective ad type that matches user queries and device types.
Featured Image: Produced by Vladimka/Shutterstock
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