This means RSAs are garnering 50% more clicks than regular ads. So far in 2021, Responsive Search Ads average a 12% clickthrough rate (CTR) versus an 8% average CTR on standard text ads.When you combine both of these key benefits, it’s no surprise that, anecdotally, marketers often report that RSAs perform significantly better than ETAs. However, from the practitioner standpoint in terms of how they are created: ETAs are manually written and RSAs are dynamically generated. They both show up as simple, multi-line text ads. What is the difference between Expanded Text Ads (ETAs) versus Responsive Text Ads (RSAs)įrom a consumer perspective on a Google Search page, there’s seemingly no difference. Besides RSA creation being driven by Google’s expansive consumer dataset, by providing the system with multiple headlines & descriptions, the algorithms can test which combinations work best to drive clicks and conversions. While Google can’t pass this privacy data to advertisers, it can use it on behalf of marketers to put the very best combination of ad elements together. Google knows a lot about each user in terms of what other keywords they search for, what type of ads they click, and a myriad of data points and preferences collected behind the scenes from its giant application footprint-Google Search, Maps, YouTube, Drive, Mail, etc. Google’s algorithms then compile the ad on the fly in real-time when an advertiser wins a bid auction. Responsive Search Ads, released a few years ago, moved the creation of text ads from marketers manually writing each ad to marketers uploading multiple headlines and descriptions. By nearly doubling the max character limit of standard text ads, they helped to address the new needs of marketers in a mobile-first world. What are Expanded Text Ads?Įxpanded Text Ads, released in 2016, were an evolution of the standard search text ad as a part of a major, much-needed overhaul of Google Search Ads ( called Adwords at the time ). The share of RSA spend of Skai clients’ total search budgets grew from 20% in January to 30% in August. Skai clients had already been incorporating more RSAs into their campaigns before this announcement. You will no longer be able to edit or create ETAs beginning on said date, so it’s highly encouraged to make the transition over to the new default format, Responsive Search Ads (RSAs), sooner rather than later.

Goodbye Google Expanded Text Ads (ETAs)! Google recently announced that ETAs will sunset on J.

Adwords editor to convert to etas