Expanded Text Ads are being sunsetted at the end of June, what next?

Expanded Text Ads (ETAs)

These are being “sunsetted” at the end of June 2022 meaning we will no longer be able to edit existing ads or create new ETAs. They have been the standard type of ad in Google & Bing for a number of years, leading to improved performance as a result of the increased character limits.?

They consist of:

• Headline 1 - 30 Characters
• Headline 2 - 30 Characters
• Headline 3 - 30 Characters
• Description Line 1 - 90 Characters
• Description Line 2 - 90 Characters
• Final URL
• Path 1 - 15 Characters
• Path 2 - 15 Characters

Standard Google rules apply with multiple uses of punctuation & capitalisation being disapproved. The “Paths” are where the advertiser is able to add vanity to the display URL which would make more sense to the consumer - e.g. amending the below:

• From - https://www.bbc.co.uk/news/uk-61475720
• To - https://www.bbc.co.uk/employment/news

Responsive Search Ads (RSAs)

Very similar to ETAs in terms of the format, with the ad consisting of Headlines & Descriptions. However, in this case the advertiser is recommended to use 15 Headlines (they still work with less) and four Descriptions. In this case, Google’s AI aims to optimise the displayed creative to the user, thus making the user experience better than through ETAs.?

If you use all 15 Headlines and four Descriptions, this will enable Google to deliver 43,680 different permutations of the creative. If the advertiser wants, or needs, to have a specific piece of information showing (e.g. for ad compliance), we are able to pin Headlines & Descriptions. Google doesn't recommend this as it removes 95% of the potential variants they can display.?

Unlike with ETAs Google will assign you a score based on the expected strength of the ad. Where this falls below “Excellent” they will also provide suggestions on how to improve the rating of your RSAs.?

The ads are made up of:

• 15 Headlines - 30 characters - Only three show at any time
• Four Descriptions - 90 characters - Only two show at any time
• Final URL
• Path 1 - 15 Characters
• Path 2 - 15 Characters

Want to learn more about Responsive Search Ads?

Head to Google here or get in touch with the Honcho team here.