Google Ads is a vital and helpful marketing service for businesses across the globe. It helps push your product or service into a prominent position and tailor ads to appear on the relevant search pages.
Using Google Ads successfully depends on a strategy and understanding the rules and regulations set by the search engine giant to ensure that you’re using this service in the right way.
That’s why it’s important to always stay alert to any service changes coming into play, and for Google Ads, there will be some upcoming changes in 2022.
Here’s what you need to know.
Expanded Text Ads will be Dropped in Favour of Responsive Search
This change is scheduled to happen on June 30th, 2022. Responsive search ads will be the only option to edit or create for your search campaigns after this date.
It’s important to note that if you’ve created expanded text ads before this date, this will continue to run until Google says otherwise.
What are Responsive Search Ads?
If you haven’t used them before, responsive search ads have already become the default campaign option in 2021.
Making this switch means that Google’s responsive search ads will automatically learn and test a variety of ad combinations to get the best results. It will take into account your headlines and descriptions for ads and then put together the best fit for the best results.
Google’s intention with this is to make an easier and more productive advertising tool.
A New Verification Policy will be Necessary
Verification programs are there to help support your business and to provide a trustworthy experience for ad users, and Google is now introducing new verification steps for using ads.
The following regulations will be applied:
- Your legal name will need to be verified through advertiser identity verification. Google will then provide a disclosure for any ads that you publish, which will display your business name and location in a transparent fashion.
- Whilst this new policy is being rolled out, certain businesses using ads may be called on to be verified first. This will most likely include those actively promoting retail products, those providing educational resources, healthcare products, and financial products, for example.
- Once notified, you will have 30 days to submit your documentation, and this must be completed by an authorised representative.
- An additional 30 days will be granted after document submission for any additional steps
- Your account will be paused if you do not complete the documentation in the relevant time frame
- Google will provide a full list of the regions to which this new policy applies to so that you can check if this affects your business
- The advertiser identity verification doesn’t apply to election ads, and you must complete a separate verification specifically for this
To keep your ads running and protected, it’s important for businesses to monitor this new policy and provide the relevant documentation to avoid account suspension.