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Support For Google Expanded Text Ads Ends On June 30

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Support For Google Expanded Text Ads Ends On June 30


A reminder to all Google Ads advertisers — there’s three months left to utilize expanded text ads before they go away.

Google announced last August that standard expanded text ads would be sunset for Search campaigns.

Starting July 1, 2022, responsive search ads will be the only ad type for Search campaigns moving forward.

What Does This Mean For Advertisers?

After the June 30th deadline, you will not be able to create or edit any expanded text ads.

If you already have expanded text ads created, they will still be able to serve alongside responsive search ads. You also can pause or enable them at any time in the future.

How Do You Prepare?

Google provides some useful options to prepare your campaigns for this change.

#1: Repurpose high-performing content

It’s a great time to analyze your existing expanded text ad performance to find the best-performing assets. Once you’ve identified those, create new responsive search ads with that content.

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The goal is to focus on reaching the “Good” or “Excellent” ad strength.

#2: Check your Recommendations page

If you’re looking for additional ideas, the Recommendations page has custom insights for your responsive search ads.

As with any recommendation from Google, always make sure they align and make sense with your goals.

#3: Utilize the Pin feature

With responsive search ads, you can pin headlines and descriptions to certain positions of the ad.

This feature is useful if there is certain information you always need to showcase in your ad.

If using the pin feature, Google recommends pinning at least 2-3 options to a designated position.

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Pro tip: If you are in a regulated industry and need to have ads approved by your legal team, you can essentially create a responsive search ad in the exact format of expanded text ads. Simply pin each headline and description to each designated spot.

#4: Use Ad Variations

Now is the perfect time to test and refine your ad messaging. Utilizing the ad variations feature allows you to test different versions of your assets at scale. With faster scaling, you can implement changes and optimize your campaigns faster.

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#5: Review Assets By Performance

This recommendation is if you’re already using responsive search ads. Each asset in responsive search ads has an indicator from “Low” to “Best” performing. Review each asset to identify what type of messaging resonates most with your customers.

#6: Evaluate Incremental Lift

Because responsive search ads are more qualified to participate in auctions, you’ll want to pay attention to conversions at the ad group and campaign level.

Looking at the ad level alone won’t give you a full picture of performance. If you only look at that level, you may end up discounting certain asset that may actually be contributing to success as a whole.

Summary

Google gives you plenty of time to get your accounts and campaigns ready for this monumental change. By following the steps above, as well as additional best practices, these tips can help ease the transition to responsive search ads.

Are you ready for this update? What else are you doing to prepare for responsive search ads?

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Featured Image: Wayhome Studio/Shutterstock

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U.S. FCC Commissioner Requests Google & Apple To Ban TikTok

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U.S. FCC Commissioner Requests Google & Apple To Ban TikTok

The United States Federal Communications Commission (FTC) commissioner accused TikTok of harvesting user data and called on Apple and Google to remove TikTok from their respective app stores.

China Access To User Data

Brendan Carr, the commissioner of the FTC, cited a BuzzFeed News report that China had total access to user data.

Leaked audio from TikTok internal meetings indicated that China could access all user data from September 2021 to January 2022.

The timing is important because TikTok executives testified in October 2021 that a U.S. security team decides who has access.

It was against that backdrop that Mr. Carr sent a letter to Tim Cook, CEO of Apple and Sundar Pichai, CEO of Google, requesting that they take action to remove TikTok from their respective app stores.

The letter stated that TikTok is out of compliance with Apple and Google’s terms and policies.

The commissioner wrote:

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“Last week, an alarming new report shed fresh light on the serious national security threats posed by TikTok.

…TikTok is owned by Beijing-based ByteDance – an organization that is beholden to the Communist Party of China and required by Chinese law to comply with the PRC’s surveillance demands.

It is clear that TikTok poses an unacceptable national security risk due to its extensive data harvesting being combined with Beijing’s apparently unchecked access to that sensitive data.

…Therefore, I am requesting that you apply the plain text of your app store policies to TikTok and remove it from your app stores for failure to abide by those terms.”

Google’s Developer Distribution Agreement requires that products made available through the Google Play app store protect user privacy.

The FCC commissioner tweeted:

“TikTok is not just another video app.

That’s the sheep’s clothing.

It harvests swaths of sensitive data that new reports show are being accessed in Beijing.

I’ve called on @Apple & @Google to remove TikTok from their app stores for its pattern of surreptitious data practices.”

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He also tweeted:

“Tiktok’s pattern of misrepresentations coupled with its ownership by an entity beholden to the CCP has resulted in U.S. military branches and national security agencies banning it from government devices.

Bipartisan leaders in both the Senate and House have flagged concerns.”

TikTok Still Available

TikTok remained available at both Apple and Google’s app stores, despite the news reports about China’s ability to access sensitive user data from TikTok and the FCC commissioner’s call for TikTok to be removed from Google’s app store.


Featured Image: Dima Cantemir Ph/Shutterstock

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