Responsive Search Ads (RSA) to Replace Expandable Text Ads (ETA)

Responsive Search Ads advantages 

So what are Responsive Search Ads, you may ask? RSA is an ad type that works with Google’s algorithm, whereby the system automatically serves the ad headlines and descriptions that marketers pre-set. 

Wider fields options 

There are many more fields available through RSAs compared to ETAs. Google can dynamically select and apply the winning combo of headlines and descriptions to result in the highest click-through rate and the highest conversion rate possible for that ad. 

Test multiple version

One of the significant advantages of RSAs over ETAs is that you can test and experiment with multiple variables within one ad without creating multiple stand-alone ETAs to perform the same function. 

A slight difference with RSAs is that they give a little less control to how the ad headline or a description may appear in the final ad. Depending on the type of client you manage, this might be problematic for the company’s “brand police,” especially if they are particular about how ad copy reflects in their digital marketing. 

Pinned headlines and descriptions

To combat this fear, RSAs also allow marketers to “pin” certain headlines or descriptions to achieve the exact placement of ad copy. 

Auto-bidding

Another critical factor is that ETAs do not apply to auto-bidding settings and features. These features are only available to Responsive Search Ads. There may have been a time when manual CPCs and other inputs may have made sense or would have outperformed auto settings, but those days are well behind us now. 

Auto bidding has become essential to stay on top of everything, especially to actively manage large ad accounts at scale, with thousands of ads, ad groups, and keywords. And for the most part, there are control levers in place so that the auto bidding settings don’t go rogue.

What will happen to ETAs?

In addition to highlighting the benefits of upgrading to RSA ads, I wanted to note a few key elements before the sun sets on ETAs. Though Expandable Text Ads will still serve, they will become limited in future functionality.

Responsive Search Ads Best Practices 

The objective is to test and find the winning combinations of headlines and descriptions within these new ads. RSAs, generally speaking, need to bid higher to remain competitive, so don’t be shocked if your average CPC goes up during the testing time. 

It is likely best to evaluate RSAs on the primary account objective. If ROI is your primary objective, measure the lift (or decrease) in your conversion value/cost (ROAS). The key moving forward is to ensure the best of the best from your previous ETAs (such as your best Calls to Action, Value Propositions, etc.) have been mitigated and tested with the new format. 

Given the lack of control and functionality that one will have with ETAs after June, should be enough reason to retire these ads. As far as Google is concerned, RSAs are here to stay for the time being, and as such, it makes sense to focus one’s efforts on the new (or at least current) and not rely solely on the past performance of ETAs. 

Many of our paid search managers have also found a balance of ETAs running alongside RSAs with much success. The main takeaway is that legacy ETAs can still perform well, but they will be set in stone shortly. 

Final Thoughts 

Identifying the best ETAs to keep (if any) is a good idea, but the key is to continue using and testing these alongside new RSAs. If in the future you can’t rely on or edit your previous ETAs, you will be happy that you made a move to responsive ads. 

As the paid search world becomes more and more competitive, the importance of RSAs will be even more critical for account health and sustainability in the future. 

Given the features of RSAs, such as auto-bidding and target Return On Ad Spend (tROAS), coupled with the need for fewer ads for testing, will far outstrip any legacy value of Expandable Search Ads.