Responsive search ads are Google Ads’ new default ad type. They allow you to create an ad that is responsive to the searcher’s query. You no longer have to worry about creating multiple versions of your ad with different headlines and descriptions.
After June 30th, 2022, advertisers could no longer create or edit expanded text ads.
This update has been a long time coming and is part of Google’s larger movement toward automation.
Google first announced Responsive Search Ads in 2018, and they have been slowly phasing out expanded text ads since then.
This post will cover everything you need to know about Responsive Search Ads, including what’s new and what to lookout for.
Responsive Search Ads Are the New Default in Google Ads: What You Need to Know Before the Deadline
Expanded text ads were retired in June 2022. The news was announced in August 2021 when Google introduced Responsive Search Ads (RSAs) as its default ad for search campaigns.
What changed?
Responsive Search Ads, also known as RSA, replace Expanded Text Ads in Google Ads.
Fortunately, this doesn’t mean that Expanded Text Ads (ETAs) aren’t completely gone, but you can no longer edit or create new ones.
On June 30th, 2022, any active Expanded Text Ads that were already in your account will continue to serve, but any new variations will need to be made within the Responsive Search Ad framework.
Why the change?
Google claims the new Responsive Search Ads are more efficient in terms of delivering a more efficient product than an ETA.
While many advertisers feel that machine learning reduces their ability to control campaigns, Google believes machine learning improves campaign flexibility.
Google touts that Responsive Search Ads can help you:
- Create ads that more easily adapt to varying device dimensions
- Save time by automating the process
- Customize headlines and descriptions based on location
- Reach more potential customers with ads that better match search queries
- Improve performance through increased auction opportunities
What are responsive search ads?
Although a Responsive Search Ad appears the same as an Expanded Text Ad in the SERP (search engine results page), the process of creating an ad in Google is different with the new format.
Google’s Responsive Search Ad system detects the best combination of text headline and description and automatically presents it to users, generating the best-predicted output to match the search query.
Responsive Search Ads enable you to create one search ad from a variation of 15 titles of 30 characters each and a description line with a maximum of 90 characters each.
What are Expanded Text Ads?
Expanded Text Ads (ETAs), introduced at the Google Performance Summit in May 2016, allowed businesses to change text advertising to ETAs. This was intended to aid in the adaptation to the mobile-first world.
Initially, expanded text ads contained one 30-character headline and one 60-word description line. In August 2018, Google rolled out an additional three headlines and two descriptions in an earlier version.
The pros and cons of RSAs
Responsive Search Ads’ unique ability is clearly demonstrated through dynamic cycling across headlines and descriptions, which distinguishes them from Expanded Text Ads. However, the variety and machine automation take away some of the control you have over your ads.
Responsive Search Ads can take more time to complete as many variations exist. However, Google does provide recommendations during the creation process.
Fortunately, you can pin up to 3 headlines and 2 descriptions, although pinning is only recommended when absolutely necessary.