Google Announces End of Ad Customizers for Text and Dynamic Search Ads

Google Ads advertisers received an email this week from the company, notifying them of a upcoming change to search ads. Starting May 31, 2024, ad customizers will no longer be available for expanded text ads (ETAs) and Dynamic Search Ads (DSAs).

The notification states that as of May 31, 2024, ad customizers for text ads, expanded text ads, and Dynamic Search Ads will no longer be active. After this date, they will only be able to display their default values.

Reactions Within The Search Marketing Community:

Many advertisers who use customizers with their text ads or DSAs have been advised by Google to switch to responsive search ads and set up ad customizers for responsive search ads before May 31, 2024.

News of the impending change sparked discussion among paid search professionals.

Navah Hopkins posted on LinkedIn about the recent Google announcement. She mentioned her thoughts on customizers, stating that she has not been a big fan of them personally or when analyzing extensive data. However, she acknowledges that they can be effective for certain advertisers.

If you are using ad customizers on your DSA or ETAs, it's a good idea to start setting them up for RSAs. This way, you can smoothly transition to the new format over time.

Hopkins made it clear that the customizers will no longer be available for text ads and DSAs, but other types of ads will still be supported.

“If you didn’t bother with [customizers]…keep calm and carry on with your amazing human augmented creative segmentation!”

The Writing On The Wall For Text Ads

Google has been advocating for responsive search ads (RSAs) as the preferred search ad format for a while now.

Recently, in 2021, Google announced that RSAs will be the sole type of search ad that advertisers can create or modify in standard search campaigns.

In June 2022, Google made a decision to no longer permit advertisers to create or modify expanded text ads on any of its platforms. This change indicated that responsive search ads (RSAs) were becoming the main focus in the advertising space.

Over the last few years, numerous marketers have put their resources into responsive search ads. This recent development is seen as another progression in the ongoing trend towards prioritizing RSAs.

For those still leveraging custom ad text with their text ads and DSAs, the clock is ticking to rebuild those customized experiences with responsive search ads instead.

FAQ

How does Google Ads’ change regarding ad customizers impact advertisers?

To maintain personalized advertising experiences, Google Ads advertisers now need to:

Transition your current ad customizers to responsive search ads (RSAs) before the May 31 deadline.

Create new customized ad experiences using the RSA format, which provides dynamic customization features.

Adapt to a new ad landscape where RSAs are becoming the primary format for search ads.

What are the steps for advertisers to transition from ETAs to RSAs?

Advertisers should review their current ad campaigns that use expanded text ads and identify those that make use of ad customizers.

Create new responsive search ads that implement customizers before the deadline.

Test and optimize these RSAs for performance against current ETAs to ensure minimal disruption.

Gradually phase out ETAs in favor of RSAs to become accustomed to the new format.

Why is Google pushing for a transition to responsive search ads?

Google is focusing on responsive search ads to be more adaptable and efficient. This shift is aimed at making ad creation easier while ensuring ads reach a wider audience and remain relevant to various search queries.

Utilize machine learning algorithms to automate ad optimization for improved results.

Simplify the ad platform by concentrating on a single, versatile ad type that can adapt to user queries and different device types.

Featured Image: Vladimka production/Shutterstock

Editor's P/S:

The impending removal of ad customizers for expanded text ads (ETAs) and Dynamic Search Ads (DSAs) is a significant change that will impact many advertisers. While some may view this as a limitation, it also presents an opportunity to embrace the benefits of responsive search ads (RSAs). RSAs offer greater flexibility and personalization, allowing advertisers to tailor their ads to a wider range of search queries and user contexts.

The transition to RSAs requires proactive action from advertisers. They should start by identifying and prioritizing the ad campaigns that rely on ad customizers. Creating new RSAs that incorporate customizers and testing them against current ETAs is crucial to ensure a smooth transition. By embracing RSAs, advertisers can leverage machine learning algorithms to optimize their ads for improved performance and reach.