A few months ago, we informed our clients about a significant change to the Google Ads ecosystem, specifically the sunsetting of Expanded Text Ads (ETAs). Now, we can report that the official end of ETAs is at hand: In a recent update, Google disclosed that advertisers will no longer be able to create or edit ETAs as of June 30, 2022.

That doesn’t mean that all ETAs are simply going to disappear. Google has made it clear to advertisers that “Expanded text ads will continue to serve, and you'll still see reports on their performance going forward.” Additionally, “You'll still be able to pause and resume your expanded text ads or remove them if needed.”

Google is exhorting advertisers to make the switch from ETAs to Responsive Search Ads (RSAs) as soon as possible. We offer our clients the same counsel and are handling for them the methodical transition to this more robust ad format.

Sunsetting ETAs

Last year, we noted that ETAs "appear in Google search results but provide advertisers with more expansive options for including text. Specifically, ETAs allow advertisers to create up to three headlines (with up to 30 characters each) and two descriptions (up to 90 characters each). Additionally, these ads can include a display URL.”

At first glance, it may seem like ETAs provide advertisers with a lot of flexibility, and indeed they do. So why is Google putting them out to pasture? The answer has a lot to do with the way people search, and with how automation helps Google address consumer needs.

As we wrote last year, “about 15 percent of all daily searches are brand new search queries… things that people have never searched for before. To keep pace with these new searches, and to ensure that search engine users continue to see relevant results and advertisements, Google is leaning more and more heavily on automation.”

So, as ETAs are discontinued, Google is encouraging advertisers to use RSAs. An even more flexible option than ETAs, RSAs allow advertisers to provide a number of headlines and descriptions, which Google’s algorithms can mix and match to more precisely align with search queries. RSAs are more effective than ETAs at ensuring relevant results for the search engine user. Of course, this benefits the end user and the advertiser alike.

Switching from ETAs to RSAs

We highly recommend that advertisers start transitioning from ETAs to RSAs right away. The question is how. Here are a few tips and guidelines we can offer to ensure a smooth transition.

• Know the new RSA format. First and foremost, make sure you understand the parameters you have to work with. The new RSA format allows advertisers to create up to 15 headlines, with 30 characters each, along with four descriptions that are 90 characters each.
• Limit the number of RSAs you run in each ad group. Something else to remember is that an RSA doesn’t represent a single ad so much as an environment for testing different content combinations; even 15 headlines and four descriptions provide a wide number of ad combinations for you to experiment with. As such, running multiple RSAs in the same ad group can ultimately just muddy the waters.
• Take plenty of time to write good copy. One of the best things you can do to ensure RSA performance is to allow yourself ample time to write good copy. Be dutiful in brainstorming benefits, features, and compelling reasons for people to click your ad and ultimately buy your product.
• Pay special attention to headlines. Your headlines are what will ultimately convince users to click on the ad. As such, Google provides a lot of automated suggestions for your headlines. These suggestions can sometimes be helpful, and are certainly worth considering, but don’t hesitate to ignore them if they don’t work for your brand. Another quick headline tip: Try to include keyword terms whenever possible.
• Use “pinning” features. You’ll notice that RSAs allow you to pin certain headlines and descriptions, ensuring that particular combinations always appear in the same position. This feature may not matter for every business, but it can be helpful if you have strict brand guidelines that you must work with.

These are just a few suggestions to keep in mind as you make the switch to RSAs. And again, that’s something we’d encourage sooner rather than later.

Keeping Up with Google Ads

The Google Ads ecosystem is always changing. At enCOMPASS Agency, we’re committed to reviewing these changes, and to alerting our clients to any strategic shifts they should make to remain competitive.
If you have any questions about the latest change to Google Ads, or simply want to know how you can adapt, contact us today. We’re always happy to chat about digital ads strategy.