Google to sunset Expanded Text Ads (ETAs) in June 2022

Beginning in July 2022, advertisers will no longer be able to create new ETAs or edit existing ETAs in Google Ads according to an announcement. “Your existing expanded text ads will continue to serve alongside responsive search ads, and you’ll still see reports on their performance going forward. Additionally, you’ll be able to pause and resume your expanded text ads or remove them if needed. You’ll also still be able to create and edit call ads and Dynamic Search Ads,” said the announcement.

We’re continuing to expand this story as we learn more.

Why we care. This is the latest move that Google is making to push automation through their ad products. The announcement says that, “15% of search queries every day are new searches we’ve never seen before” and therefore “Automation is key to keeping pace with these trends.” Many advertisers do use RSAs well, but they also like having the control and capabilities that ETAs offer. The future phase-out of ETAs means advertisers are moving futher away from direct control over their accounts and having to work with the Google Ads machine learning and AI.

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