How to Handle Google’s Sunsetting of Expanded Text Ads

Erik

Erik

Erik is the founder of Sunset Marketing Works and personally ensures that SMW's solutions beat expectations.

Starting June 30, 2022, you’ll no longer be able to create or edit expanded text ads.  Here’s what you can do about it.

The reaction to Google’s September 2021 announcement that expanded text ads are being deprecated in summer 2022 has been generally negative.  PPC and marketing pros around the world collectively groaned that even more control is being taken from them and being reallocated to the “machine” AKA Google Ads.  I agree.

Responsive search ads do generate new sales and opportunities but the continued march towards “fully automated” ad accounts seems like an effort to juice Alphabet’s share price.

Executive Takeaway

Expect cost per conversion (CPC) and cost per acquisition (CPA) to wobble slightly.  I don’t expect that lead flow / conversion flow will suffer but ad budgets won’t go as far.

Learn more about Sunset Marketing Work’s Google Ads services and solutions.

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