How to navigate the somewhat rocky transition to expanded text ads

Google has been transitioning advertisers to larger text ads for about a year now. And, as of February 2017, it became impossible to create, copy and paste or edit the old style (or “standard”) text ads. You can pause and unpause them, but that’s about all you can do with them. This has really accelerated the push to the new format; even if all you’re doing is changing a landing page URL, you have little choice at this point but to write a brand-new ad to go with it. I have seen many expanded text ads perform better than standard text ads — and many perform worse. Based on other published articles, clearly some advertisers have struggled with the process somewhat and seen mixed results. In retrospect, I think a slightly rocky road for this transition should have been predictable. This article runs through why I think some have struggled and details my recommendations for overcoming these difficulties with ad writing. First: What I think is behind the Search Engine Land Source

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