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Starting from July 2022, advertisers won’t be able to set up new Expanded Text Ads or edit existing Expanded Text Ads in Google Ads. This announcement was made by the Product Manager of Google Ads, Sylvanus Bent. According to Bent,  “Your existing expanded text ads will continue to serve alongside responsive search ads, and you’ll still see reports on their performance going forward. Additionally, you’ll be able to pause and resume your expanded text ads or remove them if needed. You’ll also still be able to create and edit call ads and Dynamic Search Ads.”

We will continue to talk more about this story if more info arises.

Use ETA information for RSAs in the transition. Bent suggested that “To prepare for this change, we recommend that you have at least one responsive search ad in every ad group in your Search campaigns by June 30, 2022.” In the announcement of Google, they also talked about repurposing techniques for advertisers transitioning from ETA content to RSAs.

Some of the recommendations include:

Repurpose the content performing well from your ETAs and concentrate on As strength Pin descriptions or headlines to precise places in your RSAs.

Evaluate your advertisement success based on incremental conversions, clicks, and impressions your campaigns and ad groups get.

Well, you should take the last recommendation while maintaining a degree of skepticism. According to the co-founder of Optmyzy, Frederick Vallaeys, “If you’re in an industry where your ad must contain certain pieces of text in very specific locations, pin away! But if it’s not required, we found that attempting to control the machine by telling it what text to pin to certain ad positions was usually detrimental to results.”

In the documentation page of ETA help, you can now find the warning of the sunset.

But… but… why do we care?

This is the most recent move that Google has made to push automation via their advertisement products. According to the announcement, “15% of search queries every day are new searches we’ve never seen before,” which means that “Automation is key to keeping pace with these trends.” Several advertisers are making use of RSAs, but they also like to have the capabilities and control that are offered by ETAs. When ETAs phase out in the future, it means that advertisers will move further away from directly controlling their accounts and are required to work with AI and the Google Advertisements machine learning.

Before the completion of the sunset, we would like you to test your ETA ads in RSAs then know what works best so you’ll not be totally cut off from the creation of new ads when Google Ads decides to stop the creation of ETAs.

Well, the reality is that we can’t do anything about the update that will happen in July next year. That’s why our best bet would be to start testing RSAs as soon as we can. What do you think about this update? Let’s know in the comments section below.

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