As Google continues to expand advertising capabilities with artificial intelligence (AI) and machine learning, more and more manual settings and elements within the Google Ads platform are being reduced or even removed. One of the most recent announcements from Google states that advertisers will no longer be able to create or edit expanded text ads (ETAs) after June 30, 2022. Below is a Google Ads LinkedIn post containing a notable statistic, further driving home Google’s overarching message of the impact of machine learning.
With the onset of the pandemic and stay-at-home orders put in place, it makes perfect sense that social media channels saw boosts in user engagement across the board in 2020 and into 2021. Most notably among social platforms, however, was the tremendous growth of a newer channel: TikTok.
Ad strength is an important element that factors into overall paid search success. But what exactly is it, and how can it be improved?