Google’s Expanded Text Ads to Sunset in 2022

Monica Simmons - September 10, 2021

As Google continues to expand advertising capabilities with artificial intelligence (AI) and machine learning, more and more manual settings and elements within the Google Ads platform are being reduced or even removed. One of the most recent announcements from Google states that advertisers will no longer be able to create or edit expanded text ads (ETAs) after June 30, 2022. Below is a Google Ads LinkedIn post containing a notable statistic, further driving home Google’s overarching message of the impact of machine learning.

What Does This Mean for Advertisers?

For those who are not yet utilizing responsive search ads (RSAs), there is still time to make updates to ad structure and evaluate performance. Also note that ETAs will continue to serve after June 2022, they just will not be able to be edited.

Google recommends creating and enabling at least one RSA in every ad group of each search campaign before next year’s cut-off. Below are some additional tips to set your campaigns up for success.

  1. Re-purpose high performing ad copy from ETAs in your RSAs.
  2. Utilize the “pin” function to ensure headlines and/or descriptions of your selection appear in specific ad positions within the ad.
  3. Focus on improving ad strength.

For more information on this update and how it may affect your digital advertising campaigns, contact the experts at MoreVisibility.

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