Expanded Text Ads – or ETAs – are a type of Google ad that appears in search results.
With an ETA you can create three headlines (up to 30 characters each), two descriptions (up to 90 characters each), and a Display url.
Many businesses run a wide variety of ETA ads simultaneously.
What is ETA marketing
Expanded text ad format allowing for longer headlines and descriptions than standard text ads in paid search campaigns.
What is ETA in search
“ETA” stands for Expanded Text Ads, which are fully manual text ads that allow for three headlines (30 characters each), two descriptions (90 characters each), two paths (vanity URLs with 15 characters each), in addition to optional ad extensions and your choice of the final URL destination.
What are RSA and ETA ads
There was a time when Google Paid Ads was a simpler world. Text ads and image ads.
Simply invest time in researching and developing quality ads that match relevant keywords, and you are off to the races.
What is ETA and RSA in Google
When it comes to Google search ads, there are two main formats: the Expanded Text Ads (ETAs) and Responsive Search Ads (RSAs).
Are ETAs going away
Back in the fall, both Google and Microsoft announced that expanded text ads will be sunset starting June 30, 2022 and that responsive search ads will be the only standard search campaign you can create moving forward.
What is happening to Google Ads
Google is switching eligible accounts over to data-driven attribution modeling. Third-party cookie deprecation is delayed until the second half of 2024.
You can now create Youtube ad voice-overs with a text-to-speech tool in Google Ads.
It’s time to upgrade your Smart Shopping campaigns to Performance Max.
What are types of Google Ads?
- Search (text ads on Google search results);
- Display (image ads on websites);
- Video (video ads on YouTube);
- Shopping (product listings on Google);
- App (your app promotion on many channels)
What is the difference between ETA and RSA
Essentially, an RSA is exactly the same as an ETA with one major difference.
While ETAs can have only 3 headlines and 2 descriptions, an RSA can have up to 15 headlines and 4 descriptions.
However, the RSA will never show more than 3 headlines and 2 descriptions in any given ad.
What are the 3 headlines on Google Ads
Your text ad consists of three headlines where you can enter up to 30 characters each to promote your product or service.
The headlines are separated by a vertical pipe (“|”) and may show differently based on the device someone is using when they view your ad.
What is an RSA in Google Ads
Responsive search ads let you create an ad that adapts to show more relevant messages to your customers.
Enter multiple headlines and descriptions when creating a responsive search ad, and over time, Google Ads automatically tests different combinations and learns which combinations perform best.
What are sitelink extensions in Google Ads
Google offers multiple ad extensions including: Sitelink Extension: This extension displays additional links to your website below your ad.
These sitelinks can be informational pages, product pages, or blog posts. Sitelinks can help improve your ad’s click-through rate (CTR).
Is Google getting rid of text ads
Starting June 30, 2022, you’ll no longer be able to create or edit expanded text ads.
Expanded text ads will continue to serve, and you’ll still see reports on their performance going forward.
You’ll still be able to pause and resume your expanded text ads, or remove them if needed.
What kind of advertisements are text based ads
A text ad is a form of marketing communication that advertisers can use to promote their product or service on the Google Network.
Is Google removing expanded text ads?
- Starting June 30, 2022, you’ll no longer be able to create or edit expanded text ads
- Expanded text ads will continue to serve, and you’ll still find reports on their performance going forward
- You’ll still be able to pause and resume your expanded text ads, or remove them if needed
What is long headline in Google ads
In your long headline, you have 90 characters to describe your brand or product’s value proposition.
Try and come up with something that will be interesting and useful to users.
Depending on where your ad is served, your long headline may be shown without the additional description text.
Why is Google getting rid of expanded text ads
With the goal of simplifying the way search ads are created and driving performance with automated tools, Google announced this change in August 2021.
After this deadline, users will only be able to create or edit responsive search ads in standard search campaigns.
Why is Google removing expanded text ads
Why Is Google Making This Change? Google noted that the goal of this change is to ensure that the “right message” always shows by dynamically creating ads at the time-of-auction to respond to specific search queries.
What is performance max Google Ads
Performance Max is a new goal-based campaign type that allows performance advertisers to access all of their Google Ads inventory from a single campaign.
What are expanded text ads
What Are Expanded Text Ads? Expanded Text Ads are 2x bigger than current text ads.
The new ads are designed to maximize your presence and performance on mobile search results with a bigger headline and an extra long description.
How long should a Google ad be
Description 2: 90 characters.
How do I add expanded text to Google Ads
To create and edit an expanded text ad: Select Ads and then Expanded text ads from the type list.
Click Add expanded text ad and select the ad groups where you want the new expanded text ads to appear.
Enter ad text, paths, and URLs in the edit panel.
How do I write a successful Google ad?
- Use keywords strategically
- Keep your copy concise and specific
- Always include a call to action
What are callout extensions on Google ads
Google is rolling out a new ad extension called Callouts that enables you to add more text to your ad to spotlight free shipping, discounts, price matching and more.
Callout extensions are similar to sitelinks, but without the links.
Does description 2 always show Google Ads
Description 2 may not always show. Your description and other parts of your ad (including extensions) may show in different configurations based on the device that a potential customer is using, or when Google Ads predicts that it may improve your performance.
What will replace expanded text ads
Responsive Search Ads, also called RSAs, are officially replacing Expanded Text Ads, also called ETAs, within Google Ads.
Though we didn’t know exactly when this would happen, this change doesn’t come as a surprise since RSAs became the default search ad type in Google Ads in February 2021.
What is the budget for a Google Ads campaign
If you’re a beginner, try an average daily budget of US$10 to US$50. Check your account daily after applying a new budget to see how your campaigns have performed.
You can set a shared budget with the amount you’re willing to spend across multiple campaigns for the same client.
How do you write an ad content?
- Determine the medium
- Review competitor’s advertisements
- Identify your audience
- Create a headline
- Include a hook
- Use second person
- List a problem
- Share a solution
How does Google ads generate responsive search ads
Google Ads generates responsive search ads by mixes and matches headlines and description lines that have been provided.
How do you write an ad headline?
- Ask a question
- Solve a problem
- Call to action
- Convey urgency
- Appeal to emotion
- Make a joke
- Respond to doubt
- Show a benefit
How many ads should be in an ad group
You never know what message might resonate best with potential customers. Because of this, we recommend having at least 3 ads in each ad group and using optimized ad rotation.
Sources
https://www.wordstream.com/blog/ws/2022/08/10/google-ads-updates
https://www.libertymarketing.co.uk/blog/expanded-text-ads-vs-responsive-search-ads/
https://support.google.com/google-ads/answer/2375454?hl=en
https://www.indeed.com/career-advice/career-development/ad-headline
