Earlier this week, Google Ads announced that it would no longer allow the creation of Expanded Text Ads (ETAs) after June 2022. We’ve asked some of the industry experts to weigh in with their thoughts on the changes and what advertisers should do to prepare. While this Change Didn’t Come as a Surprise, Advertisers Are Concerned Of the folks we spoke to, nearly every single advertiser mentioned that they had assumed the change was eventually coming, and that they weren’t surprised by the change. Most saw this change coming when the interface was company email list updated to make Responsive Search Ads (RSAs) the default for new ad creation. Though the change didn’t come as a surprise, it still hasn’t been well received. According to Kirk Williams, owner of ZATO, this complicates things for folks who want tight control, “The savvy Google Ads advertiser has been seeing this come a long way down the road, so shouldn’t have been surprised by it.
That being said, there are still many times where a brand wants to tightly control its messaging, and this complicates matters for them.” Julie Bacchini, owner of Neptune Moon, shared that while she wasn’t surprised, she was disappointed because ETAs tend to perform well. Said Bacchini, “I think the writing has been on the wall for this for some time. You’ve had to take several steps to just create ETAs for a while now. That being said, I am sorry to see them go. In most of my accounts, ETAs perform as well, or oftentimes, better than company email list responsive search ads.“ Michelle Morgan, Co-Founder, Paid Media Pros shared Julie’s sentiments, “Unfortunately, this change doesn’t come as a big surprise. It was telling when Google hid the ETA creation process in the interface and framed the decision as a “test”. I’m honestly sad to see ETAs be phased out.” Other advertisers also noted the difference in delivery – with RSAs often getting more visibility than ETAs in the same ad group, even when campaigns were set to rotate indefinitely.
“Frankly this move was inevitable on Google’s part, and shouldn’t be a surprise to advertisers who have noticed Google Ads making RSAs the main option in the UI and biasing toward them in the ad auction,” said Tim Jensen, Campaign Manager, Clix Marketing. Navah Hopkins, VP of Strategic Marketing at Adzooma, shared the same sentiment, saying, “They’re hidden in New ad accounts and almost always get less screen time than RSAs.” What Does This Change Mean for Advertisers? The biggest frustrations that advertisers shared were the lack of control company email list and the lack of visibility into reporting. Advertisers shared concerns about the lack of control both in terms of control over the ad copy, control over specific ad copy testing and also control in a broader sense, as it pertains to a greater trend with Google Ads moving toward automation. Michelle Morgan and Tim Jensen shared that it was “another blow to the control that advertisers have had in the past.”