Google has quietly started testing placing headlines within the ad copy description text in live ads. Advertisers were not given prior notice about the ad copy variation experiment, and the uncertainty about the potential expansion of this test to more accounts has led to frustration within the community. Why we care. Changing the rules without informing advertisers can make it harder for them to do their jobs and know what needs to be prioritized. The impact is even more significant for advertisers with smaller budgets, as assessing the changes, especially with responsive search ads, becomes challenging, adding to their workload. What Google is saying. Google Ads liaison officer Ginny Marvin addressed concerns about ad variations following multiple reports on the topic during a PPC Chat Q&A. She said:
Just a small test? Despite Google’s comments, not everyone is convinced that the ad variation experiment is a “small test”. Google Ads expert Anthony Higman told Search Engine Land:
Calls for more transparency. Higman, who first flagged the ad variation test on X, went on to explain how a lack of transparency from Google can impact advertisers:
A move towards full automation? Commenting on the ad variation “small test”, as well as other experiments he’s witnessed within Google Ads recently, Higman claimed that Google appears to be heading towards full automation which could be problematic:
Deep dive. Read our guide on How to write compelling ad copy in a Smart Bidding landscape for more information. via Search Engine Land https://ift.tt/4NkfWtD
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