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How Google Updates Will Impact Your B2B Google Ads Strategy

Google recently announced that, starting June 30, 2022, content makers will no longer be able to create or edit expanded text ads (ETAs). Google notes that existing ETAs will continue to serve, and performance reports will still be available. They recommend that creators include a minimum of one responsive search ad in every ad group in your search campaigns by June 30, 2022.

This will impact campaign optimization, ad serves, and likely what your ads look like to prospective customers. Beyond the granular change to how ad campaigns are set up, this update also reflects the expanding role of artificial intelligence (AI) in Google Ads marketing. Understanding the impact AI will have on campaigns and your ads, and working within the AI requirements, takes skill and detailed analytics.

The key takeaway: with more focus on responsive search ads, it is more crucial than ever to have a solid B2B Google Ads strategy plan in place. We can help.

What are Responsive Search Ads?

Google ad creators enter assets (like headlines, descriptions, images, and logos) and Google programmatically deploys various iterations of the ad. According to Google, “responsive ads fit just about any ad space across the Display Network and can take on native formatting to match the tone and feel of the websites they show on.” Large available space may result in an ad with a headline, description and asset, while in a small space, the ad simply may appear as text only.

While setting up and running your responsive search ads may actually seem like a simple process, having a certified Google Partner agency like Stifel Marcin to help manage the complexities of your pay-per-click (PPC) advertising campaigns is critical to long-term success.

Benefits of a Google Ads Certified Agency

As a Google Partner agency, Stifel Marcin is up-to-date on the most recent trends, requirements and changes to the Google Ads platform. Partnering with an agency that is certified and proficient in PPC advertising help to ensure your B2B Google Ads are maximizing budget, generating qualified leads, and optimizing impressions based on your goals. Learn more about our strategic approach to B2B Google Ads and PPC advertising and how we can help power up your marketing efforts.

If you’re looking to add PPC/Google Ads to your marketing mix, we want to hear from you. Complete our contact form on this page, or contact us via phone or email, and a member of our team will be in touch shortly.

Stifel Marcin – The B2B Marketing Agency

Unlike many advertising and marketing agencies, B2B isn’t just something that we do, it’s all we do. We’ll work to help your brand achieve its goals through the strategic combination of creativity, communication and technology. Our focused client intake processes give us the ability to thoroughly understand your business, products and objectives, working to identify the competitive advantages and opportunities that will grow awareness, leads and sales. We develop innovative marketing plans with strategic, data-driven processes, presenting complex ideas and compelling messages that position your business ahead of the competition. As your cooperative partner, our integrated B2B marketing agency is dedicated to your success. Our expert B2B PPC agency helps clients optimize their paid search engine advertising. Reach out today and let’s discuss how we can help you.

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