Just a friendly reminder: Google is going to stop offering expanded text ads this month.

Expanded text ads can no longer be created or edited by users on Google after June 30, 2022. Google has announced this change.

In August of 2021, Google “PPC Services Company” announced this move with the intention of streamlining the process of creating search advertisements and driving performance with the use of automated technologies.

After this point in time, users will only be allowed to create or change responsive search ads for conventional search campaigns.

Google claims that advertisers who transition from expanded text to flexible search ads will experience an average 7 percent boost in conversions while maintaining the same level of expense.

The End of Text Ads Drives Home the Need for Automation

Google disclosed in its initial revelation that 15 percent of search inquiries are brand new searches, which have never been conducted before. The search engine is increasingly relying on automation in order to assist marketers in reaching people who are in need of their information, products, and services and to keep up with the ever-changing trends.

Scan Your Entire Website in a Matter of Minutes.

Check your website for over 130 and more frequent website faults, and receive unique reports about its crawlability, internal linking, speed & performance, and other aspects of your website.

Advertisement for a Free Trial Available

The power of machine learning is harnessed by responsive search ads in order to increase the number of individuals who see ads that are relevant to them.

What This Implies For Those Working In Marketing and SEO Professionals

The current extended text ads will continue to function normally and will be included in performance reports, but no new ones will be able to be created. They can still be put on hold at any time and resumed whenever desired.

In order to assist users in adapting to this change, Google has suggested the following:

Repurposing material from high-performing text ads to create responsive search advertising and concentrating on strengthening advertisements are two strategies for enhancing ad performance.

Putting into effect the recommendations contained within the account’s Recommendations

Pinning headlines and other material in precise positions to guarantee that they are displayed at all times.

Putting numerous versions of advertisements through their paces using variants.

Reviewing assets in cross-campaign reporting based on “PPC Services Company”  performance in order to determine the messaging that is most effective.

Analyzing the incremental increase of impressions, clicks, and conversions at the level of the ad group and the campaigns.

The use of Smart Bidding for broad match keywords in responsive search advertisements is also recommended by the search engine. Advertisers will be able to access new, high-performing inquiries and optimize their bids in real time as a result of this.

Enhance the Performance of SEM with Your Very Own Key Performance Indicators

Consider how keeping your KPI targets, tactics, and aspects separate from one another will help you achieve a performance outcome that is both more accurate and more predictable.

If you follow me on Twitter, you probably already know that I am a severe critic of those New York Jets and an unsolicited commentator on everything related to the Real Housewives.

On the other hand, you might have already learned that I am an unrelenting advocate for SEM audience and asset segmentation.

Brand against non-brand, first-time consumer versus return visitor, high HHI earner women age 25–35 versus coupon shoppers age 65+… Every component and audience is unique in its own right.

Applying the same measurement criteria to everything is a circular argument that serves no purpose.

Someone might say something like, “Jon, I have an overall goal. I have no doubt that all efforts will succeed. If that’s the case, there’s really no point in continuing to operate them.”

Which prompts me to respond with, “Well, riddle me this. How much lower is the cost per click (CPC) for your brand as compared to your non-brand, and how much higher is the conversion rate for returning customers as compared to first-time customers?

While it is possible to have an overall objective, you must not lose sight of the fact that each component will achieve that objective in its own unique way.

In addition, the various levels of performance need to be combined into a single key performance indicator (KPI) (Key Performance Indicator).

You Need Evidence? Well, Here You Go Here we notice “customer N.”

They are an online retailer that distributes a variety of smoked meats and bacon directly to customers through their website (yes, it is delicious).

We classify targets not just based on whether they are brand or non-brand buyers, but also on whether they are NTF (first-time buyers) or repeat buyers.

We know that during the course of a customer’s lifetime, they will make two to three purchases from our company each year for a period of five years.

We acknowledge that repeat customers are now regarded a depreciating asset, despite the fact that getting repeat sales of our brand is extremely cost-efficient and helps pay the bills.

Should you, as a marketer, place more of an emphasis on depreciating assets due to their low cost, or should you pay through the nose to get a new customer in the beginning, knowing that they would become extremely cost-effective with their subsequent purchases?

Warning: This is a spoiler: You should never stop supporting recurring customers, but you should push very hard for first-time customers.

As a result of this, we make use of the following six different KPIs (and the reasoning behind them):

The Same Brand Again

The lowest level of the CPC KPI.

Because they are brand loyal and have a high likelihood of making a purchase, we want to get the CPC (Cost Per Click) as low as possible so that we can lead them to the product that we want to push on them.

The NTF Brand

High traffic KPI and a moderate cost-per-click KPI.

Why: They are familiar with the brand, typically are recipients of gifts or other forms of marketing, have a high conversion probability, and because CPC is more expensive, we will have a better LTV ROAS if we can control it.

Read more: Click