Staying current with the newest Google Ads updates while managing a business can feel like a time sink. To keep you informed, we’ve condensed the most significant recent Google Ads adjustments into this simple summary.

Google introduced Extended Text Ads with a dual purpose in mind. It aimed to give advertisers using the format additional space for focused ad copy while also steering Google’s Ad services towards the rapidly growing mobile-device market. This was a strategic move, aligning with Google’s usual approach. Now, Google is progressing with further modifications to its text ad format.

Google Ads Updates

Introducing the New Google Text Ad Fields

Although Google’s Text Ads have proven incredibly advantageous for countless businesses and advertisers, the previous format presented some frustrating limitations regarding the information you could convey. With only two headlines available, advertisers frequently faced tough choices about what content to prioritize in an ad. When deciding between elements like company or product name, website address, and other essential details, sacrifices had to be made.

However, that obstacle is now eliminated. With three headlines at their disposal, advertisers can focus on what they want to include rather than what they must omit. When conveying a comprehensive brand message, Headline 3 serves as the perfect enhancement to the text ad format. This allows advertisers to integrate their brand tagline across all advertisements. Alternatively, the new Google Ads changes now empower you to prominently feature a call to action within all text ads.

Unveiling the New “About this Project” Page

Users will now encounter an “About this ad” page within video, display, and Shopping ad placements. Furthermore, they have the option to select “See more ads from this advertiser” to explore ads your business has displayed in the past 30 days.

Imagine a potential customer who has just come across an ad for a new product but seeks further information about the brand. They can simply click on your ad and review your previous content to gain a deeper understanding of your company. This helps address any concerns and reinforces your legitimacy.

Navigating Google Ads Targeting Requirements Changes

Whenever you place an ad on Google, it must direct users to a final destination URL. This essentially means that the ultimate goal of your ad is your landing page—the page where someone arrives after clicking on your ad.

Guidelines have always been in place for your ad’s destination URL. For instance, the destination URL must be relevant and align with the URLs used in other ads within your account’s structured ad groups. However, Google communicated through email that starting in October 2022, it would implement additional requirements for destination URLs, with a specific focus on quality and experience.

Their objective is to eliminate landing pages that pose unnecessary challenges or frustrations in terms of navigation. While this might sound somewhat vague, if you harbor any doubts about the functionality of your site, it’s best to err on the side of caution. Violating this policy could lead to ad disapproval, hindering your ability to reach your target audience.

Reaping the Benefits of Enhanced Information

When analyzing Google’s actions and the changes they implement, it’s always insightful to consider them from the perspectives of user experience and Google’s commitment to refining its offerings. Google adheres to a fundamental approach—and necessity—to ensure that the users of its platform can quickly find what they need while simultaneously enjoying a tailored experience.

Expanded text ads perfectly align with this approach by increasing the amount of information available to both the platform and the user, ultimately fostering a more precise and targeted experience.

This proves advantageous for advertisers using the platform, as the additional information they can provide helps them connect with a highly motivated audience. The driving force behind Google’s approach is to establish its platform as the ultimate destination for people to discover information and products. Therefore, it’s in their best interest to present your meticulously crafted and persuasive expanded text ad to the most relevant audience.

Transitioning from Expanded Text Ads to Responsive Search Ads

One of the most widely discussed about Google Ads updates of 2022 is the discontinuation of expanded text ads. Starting June 30, 2022, running Expanded Text Ads (ETAs) will no longer be possible. Instead, Responsive Search Ads (RSAs) will become the default ad type for search campaigns.

While your existing campaigns will remain unaffected, you won’t have the option to initiate new ETA campaigns.

This shift also reflects Google’s emphasis on automation. According to Google, RSA excels in driving incremental conversions with fewer ads. However, this also implies relinquishing some control over your Google ad copy. Advertisers appreciate responsive search ads due to the flexibility of inputting up to 15 headline variations and 4 description options. With updates, Google Ads automatically delivers the most suitable match based on the specific user viewing the ad.

Enhanced View and YouTube Attribution Modeling

Privacy changes are an inevitable aspect of the digital landscape, but they often introduce complexities in attribution. Since the implementation of the iOS 14 privacy update, attributing YouTube and Display Network campaign results to specific ads and interactions has become challenging. Your ads might garner clicks, but if a potential customer browses your website chooses to convert, their action might not be accurately reflected in your Google Ads conversions.

On a positive note, one of the most notable changes in Google Ads is the enhancement of attribution modeling for YouTube and Display campaigns. While not a flawless solution, it represents a significant stride forward, particularly for understanding your target audience’s buying journey.

In essence, attribution modeling allows you to assign credit to each interaction with your ad. For instance, if you have insights suggesting that your audience typically needs to encounter two ads before converting, you gain the ability to determine how much credit each ad receives.

Final Thoughts

Regardless of whether these specific Google Ads updates directly impact you, leveraging your understanding of platform changes is crucial for preparing your business for future adaptations. By anticipating continuous updates to Google Ads, you can develop an agile strategy that effectively addresses your unique requirements.