Google confirms it is testing ad copy variation in live ads

by | Dec 20, 2023 | Digital Marketing, Google, Google Ads, Paid social, PPC

Google has recently begun testing the inclusion of headlines within the ad copy description text in live ads. This experiment, conducted without prior notice to advertisers, has created uncertainty and frustration within the community, leaving many concerned about the potential impact on their workload and ability to prioritize tasks. The lack of transparency from Google has raised questions about whether this test will be expanded to more accounts in the future.

In response to concerns raised by advertisers, Google Ads liaison officer Ginny Marvin described the test as “small”, providing no further details at the time. However, there are doubts within the community about the scale of this experiment, with many feeling that it is more far-reaching than Google’s description. Advertisers like Anthony Higman have expressed frustration over the constant changes and tests that have taken place over the past year and pointed out that this particular test is altering well-known elements of search ads, potentially disrupting planned and tested ad copy in accounts.

The lack of transparency from Google has also raised concerns about the impact on more restrictive ad verticals such as legal and medical, where ad copy variations need to be approved before going live. Moreover, these changes have led to speculation about Google’s potential move towards full automation within its ad platform, which could pose challenges for advertisers with smaller budgets and hinder their ability to assess the impact on their ad data.

As Google continues to conduct various tests and experiments within its advertising platform, many advertisers are feeling overwhelmed and are calling for more transparency to better understand the changes being made and their potential implications. In light of these developments, advertisers are seeking more clarity from Google to ensure that they can effectively adapt their strategies and optimize their ad campaigns in an evolving digital landscape.

For more information on navigating ad copy writing in a Smart Bidding landscape, readers are encouraged to refer to our comprehensive guide on the topic.

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