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Goodbye Expanded Text Ads | This week in digital marketing

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Welcome to our weekly review of major happenings in the digital space. Here are a few significant updates that might interest you;

  • Google Page Experience Update Fully Rolled Out

Google has confirmed that the Page Experience Update has finished rolling out. The page experience update started rolling out on June 15th and was set to complete by the end of August. The page experience rollout is complete now and it includes updates to Top Stories mobile carousel. Changes to Google News app have also started to roll out as well and will be complete in a week. According to Google: “While this update is designed to highlight pages that offer great user experiences, page experience remains one of many factors our systems take into account. Given this, sites generally should not expect drastic changes.” 

It is important that users don’t confuse the page experience update with core updates. They are unrelated and they don’t influence each other. For more information, click here

  • Google to sunset Expanded Text Ads (ETAs) in June 2022

Starting July 2022, advertisers will no longer be able to create new Expanded Text Ads or edit existing ones in Google Ads. Existing expanded text ads will continue to serve alongside responsive search ads, and advertisers will still see reports on their performance going forward. It will also be possible to pause and resume expanded text ads or remove them if needed. 

For advertisers to prepare for this change, Google recommends that they have at least one responsive search ad in every ad group in Search campaigns by June 30, 2022.  Google’s announcement also includes ways advertisers can repurpose their Expanded Text Ads content for Responsive Search Ads. The recommendations provided are:

  • Repurpose high-performing content from expanded text ads and focus on Ad strength.
  • Pin headlines or descriptions to specific positions in responsive search ads.
  • Evaluate the success of ads based on incremental impressions, clicks, and conversions of ad groups and campaigns receive.

This is the latest move Google is using to push automation through their ad products. Automation is key to keeping pace with trends. A lot of advertisers use RSAs, but they also like having the control and capabilities that Expanded Text Ads offer. For more information, click here.

  •  LinkedIn is Removing LinkedIn Stories on September 30 

LinkedIn has announced that they are removing the Stories feature on the platform by the end of the month. Stories was introduced last year as a fun and casual way to share quick video updates. LinkedIn plans to evolve the Stories format into a reimagined video experience across LinkedIn that is even richer and more conversational. Among its key learnings from the Stories feature, LinkedIn says user response has shown that:

  • Users want their Stories-like content to live on beyond the 24-hour window, and be available on their profile
  • Users want more creative tools to make engaging videos across the platform

As a result, LinkedIn will incorporate these two elements into their next video project. For more information about this update, click here.

  • TikTok Rolls Out Quick ‘Promote’ Ad Option to All Business Accounts

TikTok is rolling out its ‘Promote’ option to all business users on the platform after testing it out with selected profiles. Promote is available to help businesses reach more people and grow their community with their TikTok videos. With Promote, users can turn any organic TikTok video into an ad directly within the app. This can help users reach new audience, build a following, and drive traffic to their business website. This ‘Promote’ option is similar to Facebook’s Boost button, which helps users amplify their posts by quickly putting together an ad campaign.

The Promote process enables users to choose from these three objectives:

  • More video views – This helps get more people to watch a video
  • More website visits – This guides more people to a website.
  • More followers – This helps a user gain more followers.

For targeting, users can either choose ‘Automatic’, this lets TikTok display their promoted clip to people that are likely interested in their type of content, or ‘Custom’, which users can define their targeting specifics (gender, age, interests). Promote is only available for public clips that don’t use copyright-protected music. You can learn more about TikTok Promote here and for more information, click here

  • Clubhouse Adds Spatial Audio, Now Averaging 700k Rooms Per Day

Clubhouse has announced today that it’s now rolling out spatial audio, adding a new level of depth to the Clubhouse chats. Spatial audio makes it sound more like a real-world chat, with each different speaker in different positions around the virtual room. This is to make audio a more engaging experience, replicating IRL discussion, while also better enabling differentiation between each voice. To simulate audio spacing, Clubhouse’s software will now assign a specific position to each speaker in a room “taking care to evenly distribute speakers for maximum intelligibility. Speakers in Clubhouse rooms will be able to experience spatial audio but with wired headphones. For more information, click here.

Thank you for reading. See you next Friday for more news and interesting reads in the digital space. 


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