How to Handle Google’s Sunsetting of Expanded Text Ads

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.

Written by Erik Sunset

Written by Erik Sunset

Erik is the owner and operator of Sunset Marketing Works. Click to learn more about the author.

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