From 30 June, you can no longer create or edit expanded text ads in Google Ads. An expanded text ad is the classic ad with fixed headlines and a fixed description. Responsive search ads take over that role. You supply the individual components and Google assembles the ad from them.
This calls for a different way of writing. You no longer write a single ad, but a set of building blocks. In this article, you will learn what is changing, how to choose those building blocks and what to do with your old ads.
What exactly is changing?
Until now, an expanded text ad meant writing three headlines and two descriptions. You knew exactly what a searcher would see. That will not change overnight, but the direction is clear: new ads will be responsive search ads.
This takes effect on 30 June:
- You can no longer create new expanded text ads.
- You can no longer edit existing expanded text ads.
- Existing ads will keep running, and you can still pause or re-enable them.
So if you want to change a headline or a line of text in an old ad, you will no longer be able to. You will have to add a new responsive search ad alongside it.
How does a responsive search ad work?
With a responsive search ad, you supply up to fifteen headlines and up to four descriptions. A headline can be a maximum of 30 characters long. A description can be a maximum of 90 characters. You must enter at least three headlines and two descriptions, but more is better.
Google then tests combinations. For each search query, the system selects the headlines and descriptions that are most likely to fit best. This means the same ad can look slightly different to two different searchers.
The system learns from the results. It looks at which combinations lead to clicks more often and shows those more frequently. This only works well if there are enough different options to choose from. Your job is therefore to supply good material.
All headlines and descriptions must also make sense on their own. Any headline can appear next to any other headline, in any order. So do not write headlines that only work if another headline comes before them.
Provide enough variation
Use as many of the fifteen headlines and four descriptions as you can. Make them genuinely different. Saying the same thing seven times in different words does not help. The system then has nothing to choose between.
Think about different types of message:
- A benefit: what your offer does for the customer, such as saving time or adding convenience.
- A price indication: for example, "From a fixed amount per month", if that is accurate for your offer.
- Proof: years of experience, a quality mark, a number of satisfied customers that you can actually substantiate.
- A call to action: request a quote, call today, book an appointment.
- The keyword: a headline that names the product or service literally.
- Reassurance: free returns, fast delivery or a clear guarantee.
Make sure some of your headlines also contain the keyword. Searchers then see straight away that the ad matches what they typed. You can also use keyword insertion for this. This is a feature that lets Google automatically place the searched term in your headline. Use it sparingly and proofread the ad afterwards, because not every keyword reads well in a headline.
Use pinning sparingly
You can pin a headline or description to a specific position. That text will then always appear in that spot. This is useful when something must always be included, such as a brand name or a legally required statement.
Only do this where it is truly necessary. Every pinned headline limits the number of combinations Google can try. If you pin a headline to all three positions, you have effectively created a classic ad again. You then take away the system’s room to work.
A good rule of thumb: pin one headline to position one and leave the rest free. If you do want to pin several headlines to the same position, pin more than one to that spot. Google will then still choose between those options.
What this looks like in practice
Suppose an installation company advertises for "solar panel installation". The old expanded text ad had three headlines that all said the company installs solar panels. The description repeated that once more, with a call to request a quote.
When switching over, the team writes a new set. It includes headlines about the keyword, about a free home survey, about the company’s experience and about quick scheduling. One headline with the company name is pinned to position one. The descriptions each take their own angle: one on the way of working, one on the guarantee, one on the call to action and one on the service after installation.
The result is an ad in which the system can genuinely make choices. One searcher sees a headline about the free survey, another sees a headline about quick scheduling. After a few weeks, the company can see which messages work better more often and build the next version on that.
Keep your best old ads and measure what works
Existing text ads will keep running. So do not switch them off, but let them run alongside the new ones for as long as they perform well. That gives you a comparison and a safety net.
Create one or two responsive search ads per ad group alongside the old ad. An ad group can contain several responsive search ads, up to a maximum of three. Give each ad its own approach, so you can see which one works better.
Then look at three things:
- Ad strength: Google rates the set you supply. A low score usually means too little variation. Treat it as a tool, not as a goal in itself.
- Asset ratings: in the reports, you can see which headlines and descriptions perform well. Replace the weakest and keep the strongest.
- The real results: look at conversions, such as enquiries or purchases, and not only at clicks. A headline that generates many clicks but no enquiries is not a good headline.
Give a new ad enough time. A few days is usually too short to draw conclusions, especially with low traffic. Wait until there are enough impressions and clicks, and only then make changes.
Frequently asked questions
Do I need to replace all my old ads straight away?
No. Existing expanded text ads will keep running. Do not switch off the ads that perform well. Do add new responsive search ads, so that you are not left empty-handed when you want to change something.
Will I lose control over what my ad says?
You have less control over the order, but you still control the content. You decide which texts Google may use. With pinning, you can also decide what must always be visible. Only use it where necessary.
How many headlines and descriptions do I need at minimum?
Google requires at least three headlines and two descriptions. That is too few to really benefit from the feature. Aim for as many different headlines as possible and all four descriptions, as long as each text carries its own message.
Free 30-minute introductory call
Do you want to know how your ads are doing and what you can still prepare before 30 June? Then book a free 30-minute introductory call with Adventio Marketing in Amersfoort. Together, we will look at your current Google Ads account and discuss where the opportunities lie. You will receive practical tips you can use straight away, with no obligation.
