Well, 2017 is off to an interesting start, isn’t it? First we had the Intrusive Interstitial Penalty and now, just a day later, we’re given news of another huge shake up to the Digital Marketing industry that’s headed our way. As you may have guessed from the title, Google is changing the way that Text Ads on the Display Network work.
Actually, that’s not entirely correct. Google isn’t changing the way they work as much as flat out taking away all need to use them at all. As of January 31st, you’ll no longer be able to create new Text Ads for use on the Display Network. But more importantly, you won’t be able to edit the ones you already have! That’s right. You aren’t going to be able to make any changes to the ads that you have running. Pretty big change, wouldn’t you say?
So What Should We Do?
Well, that’s pretty simple to explain, but might be difficult for people to clients who don’t like to spend money. Basically, the time has come to look into Responsive Ads.
As I said, its really simple to explain what we need to do. However, the issue comes from the fact that it is far easier to set up than a Responsive Ad. This extra time can be hard to hear for a lot of people, especially clients.
So, in order to make it easier, we’re going to look at the benefits of these new ad types.
- To begin with, despite the fact that it takes longer to set up than a Text Ad, the fact that you can create a visually compelling advert that resizes to fit all display sizes means that you only need a single advert to get maximum exposure. So, in terms of value for money, they are actually for more cost effective.
- Google will actually help to optimise the performance of the advert, meaning you are able to gather far more information and data, and make far better decisions on how to utilise budget to get better return on investment.
- Being that the ads are responsive, they will be able to adjust, resize and reshape to fit all devices. That means added exposure and more impressions, which should also lead to more clicks due to the more attractive nature of a visual, responsive advert.
Sounds Great, But What’s The Catch?
There’s always a catch, isn’t there? And this time is no different. Whilst you get added data and the ability to get more impressions and clicks, you’ll actually lose the ability to do ad testing. This is because you’ll no longer be able to split your campaign across Text Ads and Visual Ads.
But with Responsive Ads, it will all be in one single ad. That means that you can’t run a test between Text Ads and Visual Ads, instead, having to run far more trial and error on a single ad.
Now, that might sound like a pretty hefty price to pay. But when you consider the fact that you won’t be able make any edits to Text Ad campaigns going forward, it will far better than having ads running that you can’t optimise!
So That’s Pretty Much It
With the ability to edit your Text Ads going out the window, it really is time for us to start looking into Responsive Ads. What are your opinions on this new change? Let me know in the comments below!