By Caryn Tate, Senior Digital Media Buyer
It's been a busy few months for Google when it comes to ad copy. After recently rolling out its beta for responsive search ads, it took ad copy updates one step further in the month of September. What Google called "expanded text ads" since their debut, will now be simply referred to as "text ads," and come with even more character fields.
With all the changes, we thought it'd be helpful to look back at Google's recent ad history. Here's a brief timeline of those changes:
So, now you may be wondering why Google rolled out such similar ad formats in such a short time frame. We suspect this is the result of quick adoption of the RSA format. At Thruline, we made it a priority to build out RSAs knowing the importance of additional characters in increased user engagement, and suspect other advertisers had a similar sentiment.
Although it may seem easy to switch solely to RSAs or text ads because of the equal character limits, we plan to utilize both ad formats moving forward understanding the importance of testing.
For those accounts where we have historic RSA data, we will utilize information about winning combinations to guide us in copywriting these longer text ads. For those campaigns with less history from RSA ads, we plan to launch RSAs alongside new text ads with similar copy to monitor which format Google tends to serve more frequently.
While this ad copy update is the latest from the world of Google AdWords, it certainly won't be the last with the upcoming holiday season. We, as the digital media team at Thruline, make it our policy to win together with our partners, getting ahead of the latest updates and testing to provide the best results.
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Caryn Tate, Senior Digital Media Buyer