Google Ads has brought in a new update that is the novel Text Disclaimer assets for its Responsive Search Ads (RSAs). This will allow advertisers to show legally-mandated disclosures, terms and conditions in their client’s Google Ads.
This new asset will be particularly useful for companies that engage with clients in businesses that are regulated, such as financial, insurance, medical, legal and telecommunication institutions, as they frequently need compliance alongside regular advertising.
What Is a Text Disclaimer Asset?
(Image source: Google Ads)
A Text Disclaimer asset refers to a campaign-level asset that allows advertisers to add compliance information to their Search advertising. Approval of the asset guarantees the appearance of the compliance information whenever the advertisement is eligible.
The maximally allowable length is up to 90 characters, which also matches standard informational ads. Yet, occasionally there might be cases of not receiving assigned information due to font size of particular languages.
A Major Change for Pinned Description
A significant shift brought forth by this feature is its interaction with pinned descriptions. Earlier, various marketers pinned texts concerning compliance into description position number one in order for the necessary message to be constantly accessible. With the appearance of the Text Disclaimer asset, the previous approach has been changed now.
In case there is an approved Text Disclaimer within the campaign, this disclaimer automatically cancels any pinned description in the first position.
Thus, the pinned description will not work while the disclaimer asset is active. In case the disclaimer has been removed, or its use is not approved, Google will restore the usage of pinned description number one or another eligible description of the responsive search ad if there is no pinned description.
This makes it possible for marketers to separate compliance texts from marketing messages.
Advantages of New Features for Advertisers
The new asset is advantageous as:
- It makes the required legal or regulatory disclosures appear in search ads automatically.
- It doesn’t require throwing valuable descriptions into compliance texts.
- There is a separation of promotional texts from the mandatory disclosures.
- Ad Strength rating is not affected.
Ad works together with Google features based on artificial intelligence, including Final URL Expansion and other AI Max features.
For marketers who manage campaigns in heavily regulated industries, this offers a clean and scalable way of keeping compliance.
How to put in a text disclaimer
Adding the asset is easy as soon as your Responsive Search Ad has been set up. You go to Assets in the campaign, click on the + button, select the Text Disclaimer option, choose the campaign you want to use it in, enter the disclaimer (maximum 90 characters), and save.
Google checks the asset before it can go live.
You can also track the performance metrics for the disclaimer assets from the Assets report, which gives you a report of the number of impressions alongside the performance of other assets.
Coming to an end, Google’s new Text Disclaimer asset ensures compliance once you are on board without requiring you to compromise with your ad copy. You can now be sure that the necessary disclosures are visible and that Description Position 1 has been adjusted automatically when required.
If you have used the pinned descriptions to meet regulatory compliance, you may want to revisit those currently active campaigns to transfer your compliance information to the new Text Disclaimer asset to better organize the campaigns and save pinned descriptions for persuasive messages aimed at triggering clicks and conversions while respecting the compliance requirements.
