Beginning in July 2022, advertisers will no longer be able to create new ETAs or edit existing ETAs in Google Ads according to an announcement by Sylvanus Bent, Product Manager, Google Ads . “Your existing expanded text ads will continue to serve alongside responsive search ads, and you’ll still see reports on their performance going forward. 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,” said Bent.
We’re continuing to expand this story as we learn more.
Use ETA info for RSAs in the transition. “To prepare for this change, we recommend that you have at least one responsive search ad in every ad group in your Search campaigns by June 30, 2022,” Bent suggested. Google’s announcement also includes ways advertisers can repurpose their ETA content for RSAs. Recommendations include the following:
- Repurpose high-performing content from your expanded text ads and focus on Ad strength
- Pin headlines or descriptions to specific positions in your responsive search ads
- Evaluate the success of your ads based on incremental impressions, clicks, and conversions your ad groups and campaigns receive
Though take that last recommendation with a grain of salt. “If you’re in an industry where your ad must contain certain pieces of text in very specific locations, pin away! But if it’s not required, we found that attempting to control the machine by telling it what...
Read Full Story: https://searchengineland.com/google-to-sunset-expanded-text-ads-etas-in-june-2022-374153
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