Google is constantly changing and updating ad formats that are available and Expanded Text Ads are the next ones to go. The default ad creation type on Google had already changed to Responsive Search Ads (RSAs) back in February, so many advertisers saw this coming. ETAs will officially end on June 30, 2022.
The 30-Second Rundown
What? Google is ending the standard Expanded Text Ads next summer.
Why? They are continuing with their promotion of automation, simplifying ad creation, and improving results by limiting search ads to only dynamic search ads.
Will This Affect Me? If you run search ads (which we’re assuming you do), then yes. Starting next July, you’ll only be able to create responsive ads, although your existing ETAs will keep running.
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If you need a bit more, still join the newsletter, but keep reading to discover all about Google’s decision to sunset ETAs.
A refresher on Expanded Text Ads
ETAs are probably what you’re used to when creating standard search ads. Recently, they’ve been expanded to include a third headline, a second description, and up to 90 characters for each description.
Why is Google doing this?
Google says that this approach will ultimately help marketers.
Some marketers might disagree with the change, arguing that it gives more power to Google’s algorithms and takes away control from campaign managers.
What will this mean for your marketing?
Essentially, it means starting next year everyone will need to cede some control over the exact format of their ads and rely on RSAs. Google has officially recommended running at least one RSA now in each ad group in order to prepare for the change.
Given the nature of RSAs, this change will mean a loss of granular control and data. Since responsive ads shuffle around several headlines and descriptions, you don’t get a report of individual bits of copy. That can make it hard to tell which headline or description is working the best.
Further, PPC expert Amy Bishop comments on the change, “Anecdotally, I’ve seen better conversion performance, specifically better CPLs, with ETAs than RSAs.”
In order to mitigate this, Amy suggests creating some ETA evergreen campaigns this year and early next that you will still be able to run, just not edit. However, you should also focus on creating quality RSAs, for the eventuality when ETAs are completely turned off.