So Long Expanded Text Ads: What It Means

On 31^st August, Google announced a change to their Expanded Text Ads (ETAs) service – as of 30th June 2022, marketers can run existing expanded text ads, but you will not be able to edit or create new ones.

The reason for this?

Well, firstly, it’s because Google is ensuring responsive search ads (RSA) will “only be the only Search ad type that can be created or edited in standard Search campaigns.”

Secondly, the position of the Search Engine Giant is that “automation is the key to keeping pace” with the trend of 15% of search queries being new per day, and RSAs enable marketers to “compete in a wider variety of relevant auctions” and “drive incremental conversions [with] fewer ads.”

What does this mean for marketers? Is there any reason to be concerned with this deadline of ETAs on the horizon? As with any change Google implements, there is an outcry of unhappy digital marketers, but how does it affect you? Get the answers in our latest update.

What is an RSA?

In a nutshell, this form of ad allows marketers to create something special that then adapts to show more text and more relevant information to customers. Marketers now have the ability to enter multiple headlines and descriptions when creating an RSA. Over time, Google Ads will automatically test the different combinations to learn which hitsWeb page hits were all the rage in the early days of the internet, but have since been replaced by far more granular, valuable data. the right notes with searchers.

How It Works:

• Marketers need to enter a minimum of 3 headlines but can enter up to 15.
• You need a minimum of 2 descriptions but can enter up to 4.

In Contrast, How Does an ETA Work?

• ETAs have 3 headline fields. 2 are required, the 3^rd is optional.
• There are 2 90-character description fields.

3 Reasons You Might Be Concerned

1. Reporting

Reporting is the backbone of a great marketing campaign. After all, how can you test your tactics and respond to the success or failure effectively if you cannot accurately see what’s going on? Luckily, the point of RSAs is to build effective testing into every campaign, letting Google take care of the behind-the-scenes automation

By utilising RSAs, you can save time in Google Ads as the search engine will show the more relevant headlines to those asking the query. However, reporting in RSAs is exceptionally detailed, and not every marketer has the time or budget to assess this data. The system can create thousands of combinations of a set number of headlines and descriptions, which can be too time-consuming. What’s more, the RSA data has been flagged as not being usable. Generic “Best” or “Good” reporting is simply not scientific enough, especially for those in highly regulated industries.

Google, however, does have a great resource on Asset Reporting for RSAs.

2. Ad Copy Difficulties

It’s no secret that ETAs give you immense control over the ad copy you use. It enables teams to create on the best phrasing for delivering strong click through rates (CTRs). On the other hand, RSAs may feel like Google is taking control over every aspect of the ad, including the copy.

However, while Google is taking control of the copy, it’s not the actual words used. Instead, they are taking control of the order the copy appears. Understandably, marketers are concerned that switching the order of the copy can completely shift the focus and context of the ad.

Another issue raised isn’t just the order of the ad copy. It’s that advertisers who struggle to come up with a few headlines and descriptions are going to struggle more when they have to input 15 headlines and 4 descriptions.

3. Regulated Ad Copy – The Impact of a Workaround

For those in highly regulated industries, such as pharma, legal, and finance sectors, businesses must get the approval of specific regulators before publishing an ad. For example, in some states in the USA, you must submit and pay for state bar approval on every ad you create for legal firms.

For those worried about getting approval on thousands of ad combos, there is a workaround that is providing a solution. You can create 3 headlines and 2 descriptions and pin all to effectively create an ETA you can then submit for approval.

However, this solution is to be tread cautiously. It is not unheard of that Google blocks the ability of such workarounds! People have seen their Quality Score drop as a result of pinning ads.

Alternatively, marketers do have the option to fill out only 3 headlines and 2 descriptions and leave the rest blank, much like an ETA. Again,  approach with caution with this technique. Google picks up on ad strength, so this could hurt your ad rank negatively. You could find your ad going from “Good” to “Poor.”

3 Reasons Not to Be Concerned

1. Automation Should Be Celebrated, Not Feared

Automation is a marketer’s friend, not a foe! What’s more, Google’s automation is the market leader in terms of innovation and ability, so while RSAs adopt a more automated response, this can only be a good thing in the future. It gives the gift of time that enables marketers to concentrate on other tasks.

After all, automation is the future of advertising and digital marketing.

2. You Still Have Control!

As mentioned in the above workaround, RSAs still enable marketers to pin headlines, which really does offer you back a level of control many thought would be lacking in this move. What’s more, you do still have control over your ad copy, which provides a bit of relief for those who spend time carefully crafted each ad.

3. There Is Time to Prepare

In a shocking move from the search engine giant, this is the most notice Google has given marketers regarding any Google Ad change. We have 10 months to get familiar with the system, rather than a change happening without announcement or warning!

What Can You Do to Prepare?

1. Create Evergreen ETAs

Don’t worry; your ETAs will still run after the 30^th June 2022 deadline. So, take the time now to create evergreen ads that you can still use in the future without the fear of having to edit or amend, which you will not be able to do.

2. Get Familiar with RSAs

While the 30^th June 2022 sounds like a long way off, it’s still essential to get ahead of the curve now and learn as much about RSAs as possible if you haven’t already begun to. This resource by Susie Marino from WordStream provides an excellent overview.

Play around with the tools to get to grips with them. The more you become comfortable with using RSAs, the less you’ll fear that deadline creeping up.

3. Don’t Neglect Call-Only Ads

Google recently updated call-only ads – you now get an extra headline on top of your business number, business name, and 2 descriptions. Take advantage of this resource, especially in industries such as medical, food, and small businesses.

Final Thoughts

When Google announced it was replacing ETAs with RSAs, it was only going to be a matter of time before they announced a departure of ETAs altogether. This news may have caused a level of concern; marketers have been provided with almost a year to prepare for the switch. The announcement may not have filled many with joy; unfortunately, the switch is happening.

We suggest taking the time to get to really know the RSA system and to prepare your final ETAs with as much care as possible.

Additionally, it won’t be too long before Google makes another announcement, so always stay aware of future updates!

We offer PPC auditing and PCC consultancy services and are always happy to have a chat. If you would like further information, please don’t hesitate to contact our team.