09 Sep Expanded Text Ads Are Out, Responsive Search Ads Are In

Responsive search ads will soon be the new default in Google ads. So, what does this mean for advertisers and Google Ads moving forward?

If you are currently using Expanded Text Ads (ETAs) as part of your Google Ads strategy, then you will continue to be able to run these ads. However, from July 2022, you will no longer be able to create new ETAs or edit existing ETAs as Google moves to Responsive Search Ads (RSAs).

What are Responsive Search Ads?

Google describes RTAs as a way to “combine creativity with the power of machine learning to help you show more relevant ads to more people.”

RSAs are based on a user’s browsing behaviour (past-clicks, interest in a niche, etc.), device, and keywords. It uses machine learning to mix-and-match messaging to test various combinations of ads. Instead of the limited 1 static ad text, the RSAs automatically rotate to display the most relevant ad copy for each user.

It allows 15 headlines, and 4 descriptions instead of being restricted to only a few, so you can be assured that your ad is performing to its full potential at all times. This creates a better chance of a visitor clicking on the ad. It’s important to note that it is still up to you or brand to make your ad listings relevant to the page being advertised, as Google will just be substituting the titles and headers you provide.

According to Google, RSAs have a 5 – 15% higher CTR (Click through rate) compared to standard Expanded Text Ads! Not all advertisers will see the same benefit.

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