In the ever-evolving world of digital advertising, change is the name of the game. And right now, there’s a seismic shift happening in the realm of Google Ads.
Starting from July 2022, the rules for creating and editing expanded text ads (ETAs) are changing. But fear not, for this is not a tale of doom and gloom.
Rather, it’s an invitation to embrace the power of automation and step into the future of advertising. With responsive search ads (RSAs) and the wonders of machine learning and AI, the possibilities are endless.
So, join us as we explore the world beyond ETAs and discover how this transition could be your ticket to advertising success.
Contents
- 1 eta google ads
- 2 Eta Google Ads Policy Changes: No More Creation Or Editing Of Expanded Text Ads
- 3 Existing Etas Coexisting With Responsive Search Ads
- 4 Deadline Approaching: Implementing Rsas In Every Ad Group
- 5 Repurposing High-Performing Content: Tips For Transitioning To Rsas
- 6 Emphasizing Automation: Adapting To 15% Daily New Search Queries
- 7 Smooth Transition Testing: Incorporating Eta Ad Pieces Into Rsas
- 8 Potential Benefits And Challenges Of Rsas: Conversion Rates, Cost, And Measuring Success
eta google ads
Starting from July 2022, advertisers are no longer able to create or edit expanded text ads (ETAs) in Google Ads. However, existing ETAs will still serve alongside responsive search ads (RSAs).
To prepare for this change, advertisers are advised to have at least one RSA in every ad group by June 30, 2022. Google recommends repurposing high-performing content from ETAs for RSAs and pinning headlines or descriptions to specific positions.
It is important to note that automation is emphasized by Google, as 15% of search queries are new every day. Advertisers may lose control over their accounts and rely on Google Ads‘ machine learning and AI.
To ensure a smooth transition, advertisers should test ETA ad pieces in RSAs. While conversion rates for RSAs may be lower, the cost per conversion, margin, and lifetime value could be better.
However, measuring the success of RSAs can be challenging due to limited reporting and difficulty linking specific queries to an ad. Expanded text ads have three headline fields (up to 30 characters each) and two description fields (90 characters each).
They are mobile-optimized and can be previewed in both desktop and mobile formats. It is important to note that headline 2 may not show in some ad formats on the Google Display Network, and automated longer ad headlines are not supported.
Advertisers can still make bulk edits to their expanded text ads, and Google Ads Editor can be used for creating and editing these ads.
Key Points:
- Starting July 2022, advertisers cannot create or edit expanded text ads (ETAs) in Google Ads
- Existing ETAs will continue to serve alongside responsive search ads (RSAs)
- Advertisers should have at least one RSA in every ad group by June 30, 2022
- Google recommends repurposing high-performing content from ETAs for RSAs and pinning headlines or descriptions to specific positions
- Automation is emphasized by Google due to the high number of new search queries every day
- Advertisers should test ETA ad pieces in RSAs to ensure a smooth transition and potentially improve cost per conversion, margin, and lifetime value.
Sources
https://support.google.com/google-ads/answer/7056544?hl=en
https://searchengineland.com/google-to-sunset-expanded-text-ads-etas-in-june-2022-374153
https://www.adzooma.com/blog/goodbye-etas-google-sets-sunset-date-for-expanded-text-ads/
https://www.launchdigitalmarketing.com/expanded-text-ads/
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? Pro Tips:
1. Keep in mind the deadline: From July 2022, you will not be able to create or edit expanded text ads (ETAs) in Google Ads, so plan your campaigns accordingly.
2. Ensure you have responsive search ads (RSAs): Make sure you have at least one RSA in every ad group by June 30, 2022, to comply with Google’s recommendations.
3. Repurpose high-performing content: Google suggests repurposing successful content from your ETAs for your RSAs. Additionally, consider pinning headlines or descriptions to specific positions for better control.
4. Embrace automation: With 15% of search queries being new every day, automation is key. Be prepared to rely on Google Ads’ machine learning and AI for managing your campaigns effectively.
5. Test ETA ad pieces in RSAs: Before the transition, test and optimize your ETA ad pieces in RSAs for a smoother shift. This way, you can assess their performance and make necessary adjustments.
Eta Google Ads Policy Changes: No More Creation Or Editing Of Expanded Text Ads
Starting from July 2022, advertisers using Google Ads will no longer be able to create or edit expanded text ads (ETAs). This policy change marks a significant shift in the advertising landscape, as ETAs have been a popular and effective format for many advertisers.
ETAs consist of three headline fields (up to 30 characters each) and two description fields (90 characters each). They are mobile-optimized and can be previewed in both desktop and mobile formats.
This change means that advertisers will have to adapt their ad creation strategies to incorporate responsive search ads (RSAs) instead. While existing ETAs will still serve alongside RSAs, advertisers should prepare for a smooth transition by incorporating at least one RSA in every ad group by June 30, 2022.
Existing Etas Coexisting With Responsive Search Ads
Despite the policy change, existing ETAs will continue to coexist with responsive search ads (RSAs). This means that advertisers do not need to remove their ETAs immediately, but they should gradually incorporate RSAs to ensure a seamless transition.
RSAs offer greater flexibility and automation, allowing advertisers to vary their headlines and descriptions to better match user queries and improve ad performance.
While ETAs have been a trusted format in the past, Google’s push for automation acknowledges the ever-changing landscape of search queries. With approximately 15% of search queries being completely new every day, machine learning and AI are becoming essential tools in effectively targeting relevant audiences.
Deadline Approaching: Implementing Rsas In Every Ad Group
Advertisers must take note of the approaching deadline to implement at least one responsive search ad (RSA) in every ad group by June 30, 2022. This deadline ensures that advertisers remain competitive in the ever-evolving digital advertising industry.
By incorporating RSAs, advertisers can harness the power of automation to align their ads with user queries effectively. This not only improves ad performance but also enhances the user experience.
Advertisers should prioritize this timely implementation to stay ahead of the game and maintain a strong online presence.
Repurposing High-Performing Content: Tips For Transitioning To Rsas
With the transition from expanded text ads (ETAs) to responsive search ads (RSAs), advertisers face the challenge of repurposing their high-performing content. Google recommends leveraging the content from successful ETAs and transferring them to RSAs.
Additionally, advertisers can utilize the option to pin headlines or descriptions to specific positions in RSAs, ensuring key messaging is prominently displayed.
The shift to RSAs requires a strategic approach to maintain the effectiveness of ads. Advertisers should conduct thorough testing of ETA ad pieces within RSAs to identify what works best for their campaigns.
This iterative process allows advertisers to fine-tune their ad content and optimize performance during the transition.
Emphasizing Automation: Adapting To 15% Daily New Search Queries
Google’s emphasis on automation reflects the constantly evolving nature of search queries. With approximately 15% of search queries being new every day, advertisers need to adapt their strategies to ensure their ads remain relevant to users.
This highlights the importance of leveraging Google Ads’ machine learning and AI capabilities.
While this shift may result in advertisers losing some control over their accounts, it also presents an opportunity to harness the power of automation. By relying on Google Ads’ machine learning, advertisers can leverage the vast amount of data available to optimize ad performance and reach their target audiences more effectively.
Smooth Transition Testing: Incorporating Eta Ad Pieces Into Rsas
To ensure a smooth transition from expanded text ads (ETAs) to responsive search ads (RSAs), advertisers should incorporate ETA ad pieces into their RSAs. By doing so, advertisers can test the performance of different ad elements within the RSA format and determine the most effective combinations.
Testing allows advertisers to fine-tune their RSAs and ensure they maintain or even improve their campaign’s efficiency. It also provides valuable insights into which ad elements resonate best with their target audience.
Advertisers should use this opportunity to experiment and iterate to optimize their ad content for maximum impact.
Potential Benefits And Challenges Of Rsas: Conversion Rates, Cost, And Measuring Success
When transitioning from expanded text ads (ETAs) to responsive search ads (RSAs), advertisers may encounter both benefits and challenges.
While conversion rates for RSAs may be lower initially, there is potential for improved cost per conversion, margin, and lifetime value. RSAs offer greater flexibility and automation, enabling advertisers to dynamically adjust their headlines and descriptions to better match user queries.
This adaptability can result in more relevant and targeted ads, ultimately leading to better performance and long-term profitability.
However, measuring the success of RSAs can present challenges due to limited reporting and the difficulty of linking specific queries to an ad. Advertisers may need to rely on Google Ads’ insights and AI-powered analytics to gain a comprehensive understanding of ad performance.
It is crucial for advertisers to explore tools and strategies that can help overcome these measurement obstacles and accurately evaluate the impact of their RSAs.
In conclusion, the upcoming policy changes regarding expanded text ads (ETAs) in Google Ads necessitate a strategic shift towards responsive search ads (RSAs). Advertisers must adhere to the specified deadlines and incorporate RSAs into their ad groups to stay competitive and maximize campaign efficiency.
While this transition may present challenges, embracing automation and leveraging Google Ads’ machine learning capabilities can ultimately lead to improved ad performance and success in the rapidly evolving digital advertising landscape.