Starting July 2022, Google Ads will no longer allow the creation or editing of Expanded Text Ads (ETAs), as announced by Sylvanus Bent, Product Manager at Google Ads. This significant change in the pay-per-click (PPC) world signals Google’s push towards automation in its advertising products.

Continuation of Existing ETAs

Existing ETAs will continue to serve alongside Responsive Search Ads (RSAs) and advertisers can still access performance reports, pause, resume, or remove them if necessary. Bent also mentioned that the creation and editing of call ads and Dynamic Search Ads will still be possible.

Preparing for the Transition

As part of the transition, Bent recommends having at least one RSA in every ad group within search campaigns by June 30, 2022. In addition, Google’s announcement provides guidance for advertisers to repurpose their ETA content for RSAs.

Key Suggestions for Repurposing ETA Content

  1. Repurpose high-performing content from your ETAs and focus on ad strength
  2. Pin headlines or descriptions to specific positions in your RSAs
  3. Evaluate the success of your ads based on incremental impressions, clicks, and conversions received by your ad groups and campaigns

Embracing Automation in Advertising

Google’s latest move to phase out ETAs underlines its commitment to promoting automation in advertising. As Bent pointed out, “15% of search queries every day are new searches we’ve never seen before,” and consequently, “Automation is key to keeping pace with these trends.” While many advertisers have already adopted RSAs, they still appreciate the control and flexibility provided by ETAs. The impending discontinuation of ETAs signals a shift towards greater reliance on Google Ads’ machine learning and AI, potentially reducing advertisers’ direct control over their accounts.