In the world of digital advertising, keeping up with the ever-changing landscape is key to staying ahead of the competition. One such recent development has sent shockwaves through the industry: the impending end of an era for expanded text ads (ETAs).
As of June 30, 2022, users will no longer have the ability to create or edit these beloved ads. While existing ETAs will still be active for now, there’s a clear message from the digital overlords – it’s time to embrace the new era of responsive search ads (RSAs).
With enhanced messaging capabilities and increased flexibility, RSAs are poised to take the advertising world by storm. But the countdown is on, as after February 1, 2023, new ETAs will fade into oblivion.
So, buckle up and let’s explore the brave new world of digital advertising where RSAs reign supreme.
Contents
- 1 expanded text ads
- 2 1. Changes To Expanded Text Ads Effective June 30, 2022
- 3 2. Transitioning To Responsive Search Ads Encouraged
- 4 3. More Space For Conveying Messages To Customers
- 5 4. Adding A Third Headline And Second Description
- 6 5. Enhanced Control Over Messaging With Character Limits
- 7 6. Optional “Path” Fields For Additional Information
- 8 7. Engage Potential Customers With Longer Ad Copy
- 9 8. Compatibility With Mobile, Tablet, And Computer Devices
- 10 9. Bulk Editing And Creation Of Expanded Text Ads
expanded text ads
Expanded text ads are a type of advertisement that have evolved to provide more space for conveying messages to customers. With the inclusion of a third headline and a second description, users can now add more information with up to 90 characters for each.
Each headline can have up to 30 characters, giving advertisers the opportunity to create compelling headlines. Additionally, two 90-character description fields offer more control over messaging, allowing advertisers to better engage potential customers.
Expanded text ads also allow for the addition of optional “Path” fields, providing additional information about the landing page. These ads work seamlessly across mobile, tablet, and computer devices and have larger character limits compared to standard text ads.
While users will no longer be able to create or edit expanded text ads starting from June 30, 2022, existing ads will still serve. Google encourages transitioning to responsive search ads for continued advertising success.
Key Points:
- Expanded text ads provide more space for conveying messages to customers
- Advertisers can utilize up to 90 characters for each headline and 90 characters for each description
- Users have the opportunity to create compelling headlines with up to 30 characters per headline
- Expanded text ads offer more control over messaging and better engagement with potential customers
- Optional “Path” fields can be added to provide additional information about the landing page
- While no new expanded text ads can be created or edited after June 30, 2022, existing ads will still serve and transitioning to responsive search ads is encouraged.
Sources
https://support.google.com/google-ads/answer/7056544?hl=en
https://help.ads.microsoft.com/apex/index/3/en/56812
https://support.google.com/google-ads/answer/1704389?hl=en
https://www.wordstream.com/blog/ws/2021/09/02/google-sunsetting-expanded-text-ads
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💡 Pro Tips:
1. Take advantage of the expanded character limits for headlines and descriptions in expanded text ads to create more engaging and informative ad copy.
2. Experiment with adding a third headline to your expanded text ads to capture the attention of potential customers and convey additional value propositions.
3. Utilize the optional “Path” fields in the display URL to provide relevant information about your landing page and increase the click-through rate.
4. Consider transitioning to responsive search ads as Google encourages, as they offer more flexibility and optimization options compared to expanded text ads.
5. Take the time to review and update your existing expanded text ads before the new ETAs editing capabilities are phased out.
1. Changes To Expanded Text Ads Effective June 30, 2022
Starting from June 30, 2022, there have been significant changes to expanded text ads in Google Ads. While users will no longer be able to create or edit expanded text ads, existing ads will continue to serve.
However, users still have the flexibility to pause, resume, or remove their expanded text ads.
2. Transitioning To Responsive Search Ads Encouraged
With the changes in expanded text ads, Google encourages advertisers to transition to responsive search ads. Responsive search ads provide a more dynamic and flexible approach to advertising by automatically adjusting to fit available ad space.
This helps to increase the chances of delivering the most relevant message to potential customers.
3. More Space For Conveying Messages To Customers
One of the key changes in the updated text ads is the provision of more space for conveying messages to customers. Advertisers can now add a third headline and a second description, with up to 90 characters for each.
Previously, expanded text ads had three headline fields, with the first two being required and the third being optional. Each headline had a limit of 30 characters.
4. Adding A Third Headline And Second Description
By accommodating a third headline and a second description, advertisers now have more room to showcase their unique selling propositions and highlight key features or benefits of their products or services. This expanded character limit allows for greater creativity in crafting compelling ad copy that grabs the attention of potential customers and drives engagement.
5. Enhanced Control Over Messaging With Character Limits
The updated expanded text ads offer enhanced control over messaging through their character limits. Advertisers can now utilize up to 90 characters for each headline and each description field.
This expanded character limit gives advertisers the freedom to communicate their message effectively and concisely, resulting in improved ad performance and increased conversions.
6. Optional “Path” Fields For Additional Information
With the changes to expanded text ads, users can make use of up to two optional “Path” fields to provide additional information about the landing page. These fields can be used to add relevant keywords or display paths that help potential customers understand the content they can expect to see upon clicking the ad.
By utilizing the optional “Path” fields, advertisers can further refine their message and guide users to their desired landing page.
7. Engage Potential Customers With Longer Ad Copy
One of the notable benefits of expanded text ads is the ability to present longer ad copy. This allows advertisers to provide more detailed and persuasive information to potential customers.
With expanded text ads, businesses can better communicate their unique selling points, highlight special offers, or provide compelling calls to action. By engaging potential customers with meaningful and persuasive ad copy, businesses can drive higher click-through rates and ultimately boost conversions.
8. Compatibility With Mobile, Tablet, And Computer Devices
Expanded text ads are designed to work seamlessly across mobile, tablet, and computer devices. This compatibility ensures that ads are displayed correctly and optimally on all platforms, enhancing the user experience and maximizing the reach of the advertising campaign.
With the growing number of users accessing the internet via mobile devices, the compatibility of expanded text ads across various devices is essential for reaching a wider audience.
9. Bulk Editing And Creation Of Expanded Text Ads
To make managing and creating expanded text ads more efficient, Google Ads provides bulk editing capabilities. Advertisers can easily make changes to multiple ads simultaneously, including pausing, enabling, or removing ads through the Edit menu.
Additionally, Google Ads Editor offers a convenient tool for creating and editing expanded text ads in bulk, further streamlining the advertising process.
In conclusion, the changes to expanded text ads introduced on June 30, 2022, bring exciting opportunities for advertisers to deliver more impactful ad messages. With additional headline and description fields, increased character limits, and the ability to add optional “Path” fields, businesses can enhance their advertising strategy and engage potential customers more effectively.
While transitioning to responsive search ads is encouraged, expanded text ads remain a powerful tool for conveying messages to customers across multiple devices. The bulk editing and creation capabilities further simplify the management of advertising campaigns.
By embracing these changes, businesses can optimize their online advertising strategy and achieve greater success in reaching their target audience.