Expanded Text Ads Are Retiring

by | Sep 12, 2021 | Google Ads, Marketing

Google likes to make changes. We all know that.

Check this out. Google just announced that starting from June 30, 2022, there will be no expanded text ads format. All newly created ads will be only in responsive search ads. The existing expanded text ads will continue to be serving but you won’t be able to make changes. You can remove or pause, but you won’t be able to make edits.

Honestly, this is not all surprising. Back in March, when Google announced that responsive search ads (RSAs) will be the default ad type for search campaigns, we can see this coming. See our previous post about RSAs.

Why the change? According to Google, the change will help simplify the way you create search ads and make it easier for you to drive performance with their automatic tools. “Responsive search ads help you compete in a wider variety of relevant auctions by delivering ads that adapt to show the right message for the right query. This means that you can drive incremental conversions and create fewer ads—all while spending more time on strategic initiatives for your business.”

Google also said claimed, “advertisers that switch from expanded text ads to responsive search ads, using the same assets, see an average of 7% more conversions at a similar cost per conversion.”

Here is a quick summary of changes:

  • Starting June 30, 2022, you will no longer be able to create or edit expanded text ads.
  • Expanded text ads will continue to serve, and you will still see reports on their performance going forward.
  • You will still be able to pause and resume your expanded text ads, or remove them if needed.
  • Google strongly encourages you to transition to responsive search ads.

As a Google Partner, we welcome all the good changes and automation tools that can help optimize performance. However, we like Expanded Text Ads (ETAs) because you have more control over the ad copy and you know what your prospective clients going to see when your ads are being served.  Therefore, the switch to RSAs makes us feel like we are under Google’s full control. 😊

We also know that the 7% more conversion is the average data point, which means it’s not always the case. In some cases, ETAs perform better than RSAs. By taking away the options, it ultimately gives Google a bigger data pool to automate.