In fact, when paired with smart bidding and broad match keywords, RSAs have demonstrated a lift in conversions over ETAs. With responsive search ads, Google has a lot more room to control and finesse the details of an ad to serve more effectively to a particular audience. They may have years of experience, but Google has comprehensive algorithms that can’t be matched by human experience. It’s a bit like the older relative you likely have who swears they know a faster route than Google Maps. While we would all like to hold onto our ability to micro-manage text ads, we must face the reality that sometimes Google knows best. Google’s learning algorithm is sophisticated enough to serve the correct combination of headlines and descriptions, to construct an ad that is most likely to be clicked on by the user which it is intended to serve. The reasoning behind sunsetting ETAs is quite sound. Reporting will continue to be available for ETAs as well. However, it will still be possible to enable, pause, or remove these ads. After this date, expanded text ads will not be able to be created or edited on either platform. Just earlier this month, Microsoft also announced that RSAs would become standard for their platform starting June 30, 2022. Google announced the official shift in August 2021, essentially giving PPC digital marketers 10 months to make the adjustment from ETAs to RSAs. The migration from ETAs to RSAs as the standard text ad type has been a long time coming, and soon it will be here for all of us. It seems like it’s been ages since we made the switch from standard text ads to expanded text ads, but as we all well know, the changes don’t stop coming from Google. Below, I will outline why Expanded Text Ads (ETAs) are leaving, the benefits of Responsive Search Ads (RSAs), and some coping methods/strategies to ease the transition and your mind. This is a very big (and somewhat scary) shift in the paid media advertising industry, but there is no need to fret or dread some huge overhaul that will need to be done before then. By now we have all heard the news that Google (and now Microsoft) will be doing away with Expanded Text Ads come next year.
0 Comments
Leave a Reply. |