The “ETAs Sunset” refers to Expanded Text Ads (ETAs), which are the Google Ads’ discontinuation. This informs the advertiser that they are transitioning advertisers to Responsive Search Ads (RSAs) as the primary format for the ads.
Why ETAs Sunset Matters for the Advertiser:
- Encourages advertisers to shift to Responsive Search Ads (RSAs).
- Requires adaptation to Google’s automation and machine learning.
- Impacts A/B testing strategies and ad copy structure.
- Demands for new optimization practices like pinning headlines.
- Influences ad visibility, performance, and quality score metrics for the expanded text ads.
With ETAs retired, mastering RSAs is essential for competitive and adaptable search advertising polices. The phasing out of Expanded Text Ads by Google in favor of Responsive Search Ads.
