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What You Need to Know –

If there’s one constant that we can always trust, it’s the fact that Google Ads is always keeping us on our toes. This rings true as of February 18, 2021 when Google announced that Responsive Search Ads (RSAs) will now be the default ad type when you’re looking to create ads for a Search campaign.


What does this mean for advertisers and Google Ads moving forward? In this post, we’re going to:

>Clarify what’s changing for advertisers.Compare RSAs to the former default ad type (Expanded Text Ads).Walk you through how to set up RSAs.Share input, tips, and best practices from the PPC community.

Our hope is to help you to better understand and adapt to this change so your ads can keep performing their best.

What does this change mean?

The change in default ad type from Expanded Text Ads (ETAs) to Responsive Search Ads (RSAs) means that when you click to make a new ad, there are now only two options: Responsive Search Ads or Call Ads

This doesn’t mean that Expanded Text Ads (ETAs) are completely going away (at least not yet—more on that later) or that your ETAs are all of a sudden going to stop performing. On the contrary, having two ETAs and one RSAs per ad group still remains the recommended best practice by Google.

ETAs will still be an option to create as well, though it is a bit hidden. You’ll have to click to create an RSA, and then click the blue text at the top to “Switch back to text ads” in order to continue creating ETAs. So, this change does indicate to us that RSAs have now taken the seat on Google’s throne of the default Search ad type.


Why the switch?

Google provides a few reasons for the change in the default ad type from ETAs to RSAs:

Machine learning allows for improved performance

We’ve seen a pattern emerge with Google’s recent updates in favor of a shift toward automation. While many advertisers feel this gives them less control over their campaigns, Google takes the stance that machine learning can improve campaign performance in terms of flexibility, clicks, and conversions.

Better adaptability with changing consumer behavior

It’s a known fact that consumer needs and priorities are in a state of constant change, and more so than ever before as the pandemic progresses. Google’s reasoning for the push toward RSAs is that

By: Susie Marino
Title: Responsive Search Ads Are the New Default in Google Ads: What You Need to Know
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