What Is Happening To Expanded Text Ads?

User search habits are ever-evolving. In fact, recent studies suggest that 15% of search queries every day are new searches that browsers have never seen before. In response to these new search trends, Google has announced a change coming to Text ads. After the 30th June 2022, you’ll no longer be able to create or edit expanded text ads (or what some call ETA’s).

With this announcement, Google said that responsive search ads will be the only Search ad type that can be created or edited in standard Search campaigns. The roll-out isn’t happening until 2022 though so advertisers will have time to update their strategies.

How does this change impact advertisers?

As consumer trends shift and evolve, it’s more important than ever to make it easier for people to connect with your website and businesses through relevant and helpful ads. This means that responsive search ads are going to be the new norm for advertisers around the world.

In May 2018 Google officially launched responsive search ads beta with the display network beta of this in 2016. Responsive search ads will automatically test different combinations and learn which combinations perform best in your ad headlines and descriptions and even automatically put the best combinations in there for you.

The idea of losing control of your ad headlines and descriptions can make a lot of advertisers feel uneasy, however, this will happen with the move towards RSAs. There really is no need to worry, your existing expanded text ads (ETAs) will continue to run and you’ll be able to report on their performance, but you’ll only be able to pause, resume, or remove them instead of being able to edit or create new ones. Additionally, you’ll be able to pause and resume your expanded text ads or remove them if needed. You’ll also still be able to create and edit call ads and Dynamic Search Ads.

“RSAs will help you compete in a wider variety of relevant auctions” and “drive incremental conversions fewer ads.” Source: https://www.wordstream.com/blog/ws/2021/09/02/google-sunsetting-expanded-text-ads

Automation is going to be key to keeping pace with the changing search trends. Responsive search ads are a great example of how this is done. By combining your creativity with the power of machine learning to help you show more relevant ads to more people and boosting conversions. Previously, advertisers would use ETAs to test ad messaging that they would then use to inform and adapt RSAs. To prepare for this change, Google is recommending that you have at least one responsive search ad in every ad group in your Search campaigns by June 30, 2022.




How can Brave help?

If you do not like the idea of Google choosing which headlines and descriptions to display you can always pin these to a specific position, meaning it will always show in that position, giving you back the control.

This is done by:
1. Create or edit a responsive search ad (see steps above).
2. To the right of any headline or description, you wish to pin, click the pin icon, then choose the position you’d like to pin that headline or description too.
3. To pin any headline or description that’s unpinned, click the pin icon, then select what position you’d like to show the headline or description in.
4. Click Save.

Tip: Try pinning two or three headlines or descriptions to each position so that any of them can show in that position. This gives you more flexibility to find out which headlines or descriptions perform better.

Our experienced PPC team can help you learn more about how to use responsive search ads and features like ad customisers, to improve performance. As a PPC agency in Peterborough, we will spend time advising you on how you can get more out of your pay per click campaigns.

Our team of PPC specialists have demonstrated to Google a level of expertise and competency, delivered measurable growth for each client and has managed a certain level of budget. We’re happy to evaluate your current account or even help you start a new one, and let you know if it’s a good fit for your business.

If you want to discuss your Google Ads account with us, then why not get in touch, we’re always happy to talk about how best we can support you. If you would like more information on the launch then check out Google’s Ad help centre here.


Written byJamie Flett

Google Partner
Facebook Marketing Partner
Microsoft Ads