Quick Tip How 5 Minutes Of Work In Google Ads Can Save Several Hundreds Of Euro
Management Summary
When taking over or auditing Google Ads accounts, we often come across some homemade problems that are a hurdle for Google to manage. In most cases, Google is so advanced that these brakes are offered directly in the account under the recommendations tab as an aid to optimization.
In this case, however, it is about a specific measure that we have stumbled upon several times recently.
Fixing ad elements in RSAs
During audits or when taking over accounts in general, we occasionally notice that the ads used do not follow Google’s best practices in the best possible way. In some places you can even still find active ETAs (extended text ads) in the accounts.
However, these can no longer be created or edited since June 30, 2022. Only the delivery and performance of this format can still be viewed.
The ETAs have been replaced by the so-called RSAs (Responsive Search Ads), which have various advantages:
- Third headline
- second description
- up to 90 characters per description
The ability to adapt the responsive ads in size, display and format to the respective advertising space is also completely automated. In this way, the ads can be seamlessly integrated into the publisher’s website.
The text modules of an ad stored in the Google Ads account are automatically combined to achieve the best performance from the different combinations.
If you need more information about this, you can read about it in another blog article.
However, this also poses a danger if ad elements are fixed at this point in order to force a guaranteed display. It is possible that the old ad format of the ETAs can be recreated by fixing the ad elements.
Example: fixation RSA
However, Google doesn’t like that at all and (presumably) punishes it. Of course, it is difficult to fully prove this, but our experience has been that this is clearly reflected in the CPCs. Once ad elements in RSAs were unpinned, we saw a reduction in CPC in most cases.
In this way, costs can be reduced relatively easily and used elsewhere much more efficiently. Our experience also shows that removing the fixation also means that the company name is recognized by Google and continues to be included in the automatic compilation of advertisements.
Conclusion
If you feel unsure or perhaps need to convince your colleagues of this approach, you can of course test this on a smaller scale in just one campaign. However, the greatest leverage is the removal of all fixations in an account and is also reflected in the development of the CPC.
