Google Expanded Text Ads (ETAs) Are Coming to A Halt in June 2022
From the 30th of June 2022, expanded text ads will continue to work but in a different mode. Users will no longer be able to create new or edit existing expanded text ads. However, the pause, resume & remove functions will still be available.
What does it mean?
The discontinuation of google expanded text ads means the strengthening of responsive search ads (RSAs) in the arena of Google advertising. Even though, according to the study, 75% of google ads accounts already use RSAs.
This move was expected after the transition of the default ad creation type from ETAs to RSAs in the user interface. It means that advertisers will have less control over ad progress as Responsive search ads offer limited data and control with a specific headline and description line positioning.
Nevertheless, RSAs have their own benefits over Expanded text ads.
What Advantages & Drawbacks Do Responsive Search Ads Have Over ETAs?
The main advantage of RSAs is a thorough content study. These ads are highly intelligent and able to scan an enormous amount of information to choose the best performing ads for the future. Thanks to this, they also limit spending on the ads which perform unwell.
Second, Responsive Search Ads are incredibly flexible & adaptive to your device width.
Third, they are versatile. RSAs enable you to unleash your creativity and add more useful information to attract a viewer’s choice.
Forth, they use Google Algorithm reducing the time of testing new ad copies, targeted to your potential customers.
What about their drawbacks?
As mentioned earlier, one of the main drawbacks of RSAs is a lack of control. Google is in charge, and it decides what your ad copy will look like by combining your headlines and descriptions in the way it thinks best. Moreover, it doesn’t let you preview your ad and doesn’t work its best with granular types of ads.
Here is our example
However, RSAs are great when it comes to generic campaigns. You can use different keywords for your ad groups and include lots of product or service details. It all enables your ads to compete in more auctions and match more queries.
Especially, according to Google internet data, global, 2021: ‘Advertisers that switch from expanded text ads to responsive search ads, using the same assets, see an average of 7% more conversions at a similar cost per conversion.’
All in all, Responsive Search Ads help their users to achieve more potential customers than Expanded Text Ads. Besides, you reduce manual effort and save lots of time on creating RSAs. They are good for users with little or no Google Ads experience as they are completely based on Google knowledge.
Therefore, the suspension of ETAs has been utterly predictable.