At Globital UK, we offer white-label Google ads to digital agencies that need to outsource their clients’ advertising needs. As SEO resellers, we know the importance of keeping on top of important advertising spaces like Google, especially the changes and updates to the platforms. Google is known for consistently updating its products and algorithms as well as bringing out new features and ending outdated or redundant ones. This June, Google put out a reminder of their earlier announcement regarding expanded text ads.

In August 2021, Google announced that they would soon be ending support for the creating and editing of expanded text ads at the end of June 2022. Going forward, users working with standard search campaigns will only be able to create or edit responsive search ads. Google projects that this switch could be a fantastic move for advertisers and digital agencies, suggesting that responsive search ads will see a 7% increase in conversions compared to expanded search ads at a similar cost.

It’s important to note that, although digital agencies and other advertisers will no longer be able to create or edit expanded text ads, any existing expanded text ads will continue alongside any responsive search ads. Digital agencies will be able to pause, resume or remove existing expanded text ads as needed. 

Along with the reminder, Google has given helpful suggestions that digital agencies can take on board in order to help them prepare for the coming changes. Firstly, Google recommends that, by the end of June, advertisers have at least one responsive ad set up in each ad group in their search campaigns. Google recommends the following tools, insights and best practices for digital agencies looking to create effective, responsive search ads: 

• Consider repurposing high-performing content from expanded text ads to increase ad strength to ‘Good’ or ‘Excellent’, with the understanding that responsive ads that go from ‘Poor’ to ‘Excellent’ will see an average of up to 9% more clicks and conversions.
• Find customised suggestions for adding or improving responsive search ads in the Recommendations section of your account.
• Messages that need to be shown can be pinned to specific positions in responsive search ads when necessary. 
• Test different versions of your assets by using ad variations.
• Look at cross-campaign asset reporting to determine which headlines and descriptions resonate with your customers, replacing ‘low’ performing assets with new descriptions and headlines informed by ‘best’ performing assets. 
• Ad groups and campaigns should be evaluated for incremental impressions, clicks, and conversions

Google suggests that combining broad match keywords, smart bidding, and responsive search ads will help advertisers reach new heights when it comes to query performance and bid optimisation. Using the same assets combined with broad match and Smart Bidding, advertisers who switch from expanded text ads to responsive search ads see an average of 20% more conversions at a similar cost per conversion.

Is your digital agency looking for reliable SEO resellers to write white label Google ads for your clients? Globital UK works with digital agencies that need Google ads resellers to help create effective advertising campaigns that achieve measurable results for their clients. To get started, reach out to us by emailing support@globitalmarketing.com.