278: Responsive Ads Deep Dive (Expanded Text Ads Are Being Phased Out) - a podcast by Chris Schaeffer & Jason Rothman: Pay Per Click (PPC) Search Engine Marketing Experts

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Chris Schaeffer - https://www.chrisschaeffer.com/
Jason Rothman - https://rothmanppc.com/

Show Notes:
Change is coming. Expanded Text Ads are phasing out next year and being replaced with responsive search ads. In this episode, we’re getting you up to date on the latest news and explaining what responsive search ads are and the performance we’ve seen from them. We’ll also do some higher-level thinking about the possibilities of responsive search ads. 

(3:47) News – Expanded text ads are phasing out in June of 2022

(8:26) What are responsive ads? 

“It’s basically you adding a bunch of information to a bunch of blank lines (headlines, descriptions, URL) about what your business does and why someone should click on your ad and Google picks the best one for that one auction.” – Chris

(16:11) What is pinning? 

“It’s a compromise on Google’s behalf. Without pinning we would have no control. It’s a small ability to make decisions in a system that would otherwise be completely optimized based on Google’s algorithm.” - Chris

(23:50) What is ad strength?

Ad strength is measured according to 4 categories to optimize headlines – add more headlines, include popular keywords in your headlines, make your headlines more unique, or make your descriptions more unique.

(29:11) Our insights on responsive search ads

“If an ad group has 100 impressions and you have a responsive search ad in there and 2 or 3 expanded text ads, I would bet the responsive ad would get about 90% of those impressions.” - Jason

(32:28) Strong click through and conversion rates

“Simply the fact that it gives you feedback on your ad copy and rotates it out leads to better click-through rates. - Chris

(36:01) Jason’s idea for themed responsive ads 

Themes would include categories like pricing, reputational, etc. that would allow you to see what connects best with search users. 

Search News:
Making it easier to show the right message on Search - https://support.google.com/google-ads/answer/11031467

About responsive search ads - https://support.google.com/google-ads/answer/7684791

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