From June 2022, Google announced they will stop the ability to create and edit Expanded Text Ads (ETAs), you will only be able to pause and resume them. Responsive Search Ads (RSAs) will be the default and only ad type when you want to create a new Search campaign.
But don’t worry, as our data above demonstrates, if you start optimising your RSAs now you will see that they can result in better click through rates. We have been working on RSAs since they launched and generally these ad formats perform better than the existing ETAs in many accounts! However, our most recently created RSAs (bottom bar) still need optimising and testing, much like you would with ETAs. Google gets more data over time which will then benefit the RSAs performance.
As the changes won’t take effect until early Summer 2022, there is still plenty of time to prepare your campaigns and make sure your account is strong and ready.
Here are 5 tips on how to prepare and make your RSAs the best they can be:
1. Add Responsive Search Ads now
Start creating one Responsive Search Ad for each ad group in your account to make the transition easier and get familiar with them. RSAs allow you to write up to 15 headlines and 4 descriptions and google will combine 3 of the headlines and 2 descriptions automatically. Over time google will test and learn which combinations perform best.
2. Use the ad strength ranking
The ad strength feature on Google ads looks at relevancy, quantity and diversity of your ad copy and provides a score from ‘poor’ to ‘excellent’. Try and achieve a ‘good’ or ‘excellent’ score by using the recommendations and ideas that Google provides you with. Some of the best practices are to include top-performing keywords within your ad copy, make the headlines unique and try to fill every portion of the ad. However, don’t stuff in lots of headlines just because you can, only use relevant headlines that will add value.
3. Test pinning in Responsive Search Ads
There will still be some control with the ability to pin headlines and descriptions on RSAs. For example, if you definitely want to include a call to action or your brand name in every ad headline, then pinning them will ensure they show every time. You can also choose which position to pin your headline or description in. If there are some headlines that are similar, you can pin them all to the same position so that this selection of headlines won’t show elsewhere.
4. Test ETAs while you still can
Whilst you can still create and edit ETAs, keep testing ad copy to find out what headlines and descriptions work well together. You will be able to pause and resume existing ETAs after June 2022 so keep the best ones for the future.
5. Don’t forget about your RSAs
Make sure to check the performance of your Responsive Search Ads regularly and continue to optimise them. It might be easy to create the ad and leave the rest to Google but if the ad copy isn’t successful, it’s not adding any value to your account. To improve existing RSAs you can pause under-performing ads or freshen up the ad copy. Take advantage of the asset performance details and combinations to see which ones are performing the best.
Whether or not you feel sad to be saying goodbye to ETAs, it’s important to take the time before they disappear to prep and strengthen your account.