Don’t Get Left in the Dark: Dealing with Deprecated Ads in Google

by Mike Brady

Have you ever logged into your Google Ads account recently to find a mysterious “deprecated” status plaguing some of your ads? Don’t worry, you’re not alone. Google Ads constantly evolves, and sometimes features or ad formats get phased out in favor of newer, more effective options; by ignoring these changes for too long, your once-performing ads are stuck in limbo and may become costly.

What Does “Deprecated” Mean?

A deprecated ad means Google Ads no longer recommends it. While these ads might still technically run, they might not function optimally or deliver the best results. Google encourages you to migrate to the latest ad formats to leverage the most up-to-date features and functionalities.

How Long Until My Ads Are Kaput?

There’s yet to be a set timeframe for how long ads marked as “deprecated” will remain active. Google usually announces a deprecation well in advance, giving you ample time to switch. But it’s always best to be proactive and avoid waiting until the last minute.

Taking Charge: How to Deal with Deprecated Ads Effectively

Here’s what you can do to address deprecated ads and keep your campaigns running smoothly:

  1. Identify the Culprits: Run a Google Ads report to pinpoint all deprecated ads. The “Status” column will indicate them.
  2. Understand the Alternatives: Explore Google Ads’ recommended replacements for each deprecated format. This information is usually provided within the platform itself or through official announcements.
  3. Recreate: Recreate your deprecated ads using the suggested formats. This could involve using Responsive Display Ads instead of retired image ads. Leverage the power of new features to enhance your ad performance.
  4. Monitor and Analyze: Once you’ve migrated your ads, monitor their performance closely. Track key metrics like impressions, clicks, and conversions to see if the new formats are performing as expected.

By following these steps, you can ensure your Google campaigns will continue delivering optimal results. Remember, keeping your ads up-to-date with the latest formats allows you to take advantage of Google’s ongoing improvements and maximize your advertising potential.

See how Hall can help increase your demand.