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Google Adwords Update

James Robins, 03/09/2021

Over the past few months Google Adwords have looked to update the way you can create adverts. They have now announced that from 30th June 2022, you’ll no longer be able to create or edit “expanded texts”. Even though there are 10 months to update all adverts to either “responsive search” or “dynamic search ads”, to minimise disruption Google are asking for all ads to have at least one responsive search ad in every ad group. We’ve put together a quick “to dos” when using Responsive Search ads and Dynamic Search Ads.

Responsive Search Ads

Create more than one responsive search ad per ad group: Even though a responsive search ad will allow Google to select various keywords for each advert, Google will work out them most popular against your advertising goal (i.e maximise conversions). It may be worth creating at least two sets of responsive adverts with different (but related) keywords and descriptions so you can create a split test across more adverts.

Test the Pin: You’re able to pin one keyword to your heading so that when Google is using multiple variations, you can ask for a particular keyword to show in every advert. Google gives you a lower optimisation score for using the pin, however this could be the difference in getting the clicks and conversions you need if used. Our tip is to create multiple response adverts when using the pin so pinned headlines can be tested against others.

Make use of the descriptions: We have many times come across responsive adverts where multiple keywords are being used but on one or two ad descriptions are being used. Google allows to you use three description variations, make the most of what’s available for better effectiveness.

Dynamic Search Ads

Newest Feature: This is Google newest feature and Google are favouring ad accounts using Dynamic ads as they test the effectiveness. So use dynamic ads to help improve your ad account performance.

Ensure your landing page is up to date: Dynamic adverts take content from your website to create your advert, making it even more important to make sure your websites are correct and always up to date.

Create multiple ad groups: To make sure dynamic adverts are working efficiently, you will need to make sure you are using multiple ad groups for different keywords. For example, a retailer selling hats and scarves on one landing page may struggle with dynamic adverts as Google will put in what they believe is relevant information taken from a landing page. If you’re using dynamic ads, you should no longer put a variation of unrelated keywords (only use keywords which are similar to each other) into the ad group as the advert could show the wrong information taken from the website.

On another note – ensure you activate your ad extensions. Google has over the years expanded their feature which now includes location extensions, price extensions, image extensions and form extensions if you’re running lead generation adverts. Not only do extensions give customers information they need before visiting your website, it also increases your listing presence within the Google Ad space and could give you a competitive advantage. If you’d like UKExpertDigital to transform your Digital Marketing, get in touch with our experts today.

James Robbins
James Robins

Head of Marketing

UKExpertDigital

EMAIL: james.r@ukexpertdigital.co.uk

PHONE:  0161 236 5794

TAGS: GOOGLE ADWORDS, GOOGLE, DIGITAL MARKETING