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Good morning, Marketers, and we knew it was coming but that doesn’t mean we like it.
That’s the gist of what I’m seeing from PPC advertisers in response to Google’s announcement that they’re eliminating ETAs in 2022. The tone is a sad acceptance that their jobs might be getting a little harder in a few years:
“RSAs underperform ETAs almost universally in my experience,” said Collin Slattery, Founder Taikun Digital. “RSAs almost always under-perform ETAs, across millions in spend and over a year of testing. It’s not close, either,” agreed Sam Tomlinson of EVP Warschawski.
Is anyone hopeful or optimistic? “Hoping we’ll get cool customization features, assuming we’ll get cool reporting features,” tweeted Tinuiti’s Head of Paid Search Aaron Levy in response. “I don’t mind losing ETAs as much as I wish there was better reporting on the different events of an RSA,” added Menachem Ani, Founder at JXTGroup.
The good (?) news is that advertisers have a decent amount of time to test and prepare. And Google has time to hear the feedback and improve their tools for PPC professionals.
Carolyn Lyden,
Director of Search Content
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