introduction

In the ever-evolving world of digital advertising, change is the only constant. Google Ads has pushed advertisers to adapt rapidly, particularly with the phase-out of Expanded Text Ads (ETAs) in favor of Responsive Search Ads (RSAs). Officially, as of June 2022, advertisers can no longer create or edit ETAs, with RSAs becoming the new default ad format for Search campaigns. The logic behind this shift is compelling—RSAs leverage machine learning to test multiple headline and description combinations, ideally delivering the most relevant message to each searcher. In theory, more automation equals better performance. But does that always hold true?

Here’s the secret: for advertisers who learned to craft compelling, high-performing Expanded Text Ads, there’s still a way to outperform RSAs—even in an RSA-first world. It starts with understanding what made ETAs effective in the first place, and how those core principles of clarity, specificity, and strategic messaging can be used to “hack” RSAs for better results. In fact, some experienced advertisers and PPC professionals continue to see better click-through and conversion rates from carefully structured ads based on ETA fundamentals than from fully automated RSAs.

This isn’t a case of resisting automation or clinging to legacy systems out of nostalgia. Rather, it’s a matter of marketing discipline. While RSAs are undeniably convenient and often powerful, they come with significant trade-offs: a loss of message control, the risk of mismatched headlines and descriptions, and the need for significantly more creative input to avoid generic, underperforming ads. Without a clear strategy, many RSAs quickly become a jumbled mess of vague value propositions and recycled ad copy.

That’s where the secret lies. The core writing strategies behind successful ETAs—tight messaging, strong calls-to-action, clear differentiators, and thoughtful keyword integration—still apply. In fact, they’re more essential than ever. When you use those same principles to craft your RSA components, you essentially “train” the machine to perform better. You provide the algorithm with only strong, pre-optimized building blocks. Instead of throwing 15 random headlines into an RSA and hoping for the best, you create headline and description variations that all work together cohesively, much like an ETA.

This approach gives you the best of both worlds: the scale and testing power of RSAs, and the conversion-driving effectiveness of high-quality, controlled messaging. Advertisers who take the time to write their RSAs as if they were ETAs—in other words, thinking in complete ad narratives rather than isolated lines—often see consistently higher performance metrics across their campaigns. It’s a shift from passive to proactive advertising.

There’s also a strategic advantage in thinking like an ETA copywriter. By understanding the psychology of search behavior, you can create ad content that speaks directly to the user’s intent. ETAs forced advertisers to be disciplined and concise; you only had three headlines and two description lines to convey your value. This constraint encouraged sharp messaging and an obsession with relevance. When you bring that mindset into RSAs, you produce inputs that guide the algorithm toward better combinations—ones that make sense to users and convert them into customers.

Another often overlooked secret is pinning. While pinning headlines or descriptions in RSAs is generally discouraged by Google because it reduces the flexibility of machine learning, strategic pinning can bring back some of the control you had with ETAs. Pinning your primary value proposition or CTA to Headline 1, for example, ensures that your core message is always seen—just like it would be in an ETA. It’s a simple tactic, but when used selectively and thoughtfully, it can make a massive difference in ad clarity and performance.

So, if Expanded Text Ads are technically gone, how can they still outperform RSAs? The answer lies in technique, not format. The best ad writers never relied on the structure alone—they relied on strategic communication. They understood the customer, the product, and the search journey. That same understanding, when applied within RSA constraints, creates better ads. In fact, some of the highest-performing RSAs in today’s Google Ads accounts are “ETA-inspired” ads: built from the ground up using the copywriting discipline honed during the ETA era.

This guide will break down how to write RSAs like high-performing ETAs, what principles to carry forward, and how to test and optimize your messaging even in a more automated environment. Whether you’re managing a large e-commerce campaign, a lead-gen funnel, or local service ads, learning how to apply the proven secrets of ETA writing to RSAs can be the difference between good performance and great results.

1. The era of standard text ads

1.1 Origins and context

Our story begins in earnest with Google AdWords (now Google Ads). Google launched AdWords in the year 2000 with just 350 advertisers. ideals.illinois.edu+3Relevant Audience+3Wikipedia+3 At that time, search advertising was still nascent: banner ads and display advertising dominated many industries, but Google saw an opportunity to offer text‑ads next to search‑results. Relevant Audience+1

The initial format was extremely constrained: for example, one headline of 25 characters, two description lines of 35 characters each, and a display URL truncated to about 35 characters. bluecaffeine.com+2Thruline Marketing+2 Because many users still had dial‑up connections, keeping ads lightweight (text only) helped loading speed, and the small size helped them blend more like search results; as one analysis put it: “If you treat advertisements as a great search result, they will work as a great search result.” ideals.illinois.edu

Google’s early innovation lay not just in the text format but in marrying relevance (via click‑through rate) with bidding. In other words, they ranked ads not simply by highest bid but by a combination of bid and “quality” (user clicks). Relevant Audience+1

1.2 Features, advantages & limitations

Features:

• One short headline (≈ 25 chars)

• Two description lines (≈ 35 chars each)

• A display URL of fixed length

• Static text ad, manually composed by advertiser

• Relatively simple interface

Advantages:

• Introduced a self‑serve model even at early stage: advertisers could craft their own text ads, bid on keywords, and appear in search results. Edge45®

• Because the ads were so compact, they loaded fast, maintained Google’s minimalist search experience, and were seen as more “integrated” with search results (less intrusive) which helped user acceptance. ideals.illinois.edu

• The format forced advertisers to be concise and to the point, which arguably improved relevance and CTR.

Limitations:

• Very limited space: only 25 chars for headline and 35+35 for description meant very little messaging space. Thruline Marketing+1

• As mobile and device diversity increased, these constraints grew more binding (harder to communicate value, USPs, call‑to‑action)

• Manual A/B testing of ad variants was laborious (each variant had to be created and monitored)

• The static format meant less flexibility for different query intents, device types, and creative combinations

1.3 Why it mattered

For many years, standard text ads were the workhorse of search marketing. They defined the search advertising model: keywords → ad copy → bid → auction → impression. They allowed advertisers large and small to appear in front of users at the moment of intent. The small size meant that the format remained consistent across desktop and early mobile experiences.

Moreover, this era conditioned both advertisers and users to understand that “text ad next to search results” was part of the search ecosystem—so click‑behaviour, ad quality, bid strategies, and landing‑page relevance all became central to performance.

1.4 Transition point

By mid‑2010s, the landscape was shifting: mobile usage soared, screens widened, the variety of device types expanded, user behaviour changed (shorter attention spans, more specific queries). The text‐ad format needed more flexibility and room. Google recognised this, prompting the next major transition: expanded text ads.

2. The shift to Expanded Text Ads: what changed and why

2.1 Introduction of expanded text ads

In May 2016, Google announced at its Performance Summit that it would roll‑out a new format called “Expanded Text Ads (ETAs)”. Edge45®+1 According to the announcement, ETAs allowed roughly 50% more ad text for advertisers. blog.google

Key changes included:

• Two headline fields (instead of one) each up to ~30 characters. Edge45®

• A single description line of up to ~80 characters (rather than two lines of 35). blog.google

• Two “path” fields in the display URL (allowed advertisers to show extra info in the display URL). Edge45®

• The display URL domain is taken from the final URL domain (less manual work). Edge45®

Google’s stated rationale: to give advertisers more room to highlight their offers and to make the ads more useful (particularly on mobile screens) by showing more prominent headlines and richer description. blog.google

The deadline for creating or editing standard text ads was announced as 26 October 2016 (later extended to 31 January 2017) — after which only ETAs could be created/edited (existing STAs would continue to serve). blog.google+1

2.2 Enhanced ETAs and subsequent improvements

Over time, ETAs were enhanced further: for example, additional description lines (a second description) and a third headline were introduced, increasing ad real‑estate more. Thruline Marketing+1 In 2018, Google pushed ad copy updates enabling a third headline and second description line. WordStream+1

2.3 Why the shift made sense

More real estate = more messaging flexibility. By giving advertisers more characters and additional headline/description slots, ETAs allowed more nuanced messaging: features, benefits, USPs, promotions, differentiators could be included.

Device‑diversity & mobile‑first. With more queries from mobile devices, screen widths and design expectations changed. Google noted that longer headlines are more useful for mobile users. blog.google

Improved competitive positioning. For advertisers, the additional messaging space meant opportunity to stand out, differentiate, and improve click‑through. Some reports suggested CTR lifts of ~20 % for advertisers adopting ETAs. WordStream

Ad evolution/innovation cycle. As search matured, users expected more informative ads and advertisers needed more room; the shift to ETAs was part of that evolution.

2.4 Impact and ramifications

For advertisers:

• They had to rewrite/adapt their ad templates and creative: instead of a rigid headline + two short descriptions, they now had two headlines + longer description + optional path fields.

• Testing became more complex (more variants, more copy combinations).

• Opportunity for better performance: more space → more messaging → potentially higher CTR or conversion (if used well).

• Some advertisers who didn’t adapt risked being out‑of‑step or less competitive.

For platform/engine:

• The larger ad units meant appearance of search result pages changed (ads looked larger and more prominent).

• Google’s ad auction still weighted relevance/quality, so the additional space needed to be filled with relevance to perform well, not just more text.

Challenges:

• More space doesn’t automatically equal better performance: more characters means more risk of weak or redundant messaging.

• The need for advertisers to test variants increased.

• On mobile, longer ads could get truncated or behave differently—so optimization and monitoring remained important.

2.5 End of the era for STAs & sunset of ETAs

Standard Text Ads (STAs) were effectively deprecated for creation/editing after 31 January 2017. Edge45®+1 ETAs remained dominant for a number of years. However, as automation, machine learning and dynamic creative optimization gained ground, Google moved toward the next evolution: responsive search ads (RSAs).

Google announced that ETAs could no longer be created/edited starting June 30, 2022. Brainlabs The transition from ETAs to RSAs marked a shift from advertiser‑controlled static copy toward algorithmically generated/adapted creative.

3.  Responsive Search Ads: machine‑learning meets creative

3.1 What are Responsive Search Ads (RSAs)?

In July 2018, Google introduced the format called Responsive Search Ads (RSAs). Search Engine Journal+1 RSAs allow advertisers to provide multiple headlines (up to 15) and multiple description lines (up to 4), and then the system uses machine learning to test combinations and serve the best performing set to any given search query. Google Services+1

According to Google, advertisers using RSAs could see up to 15 % more clicks, through improved relevance and dynamic combinations. blog.google+1

3.2 Key features of RSAs

• Up to 15 different headlines and up to 4 description lines (though not all may show simultaneously). Google Services+1

• The ad system dynamically assembles combinations of headlines/descriptions for each auction/query to maximise relevance and performance. Google Services

• Advertisers can “pin” certain headlines or descriptions to specific positions if required (for regulatory/compliance or branding consistency). Google Services+1

• Ad Strength indicator: Google provides feedback on how well the RSA creative (asset combinations) is likely to perform and offers suggestions. Google Services

• Over time, the machine‑learning model “learns” which combinations resonate best for which queries, devices, user contexts. Google Services+1

3.3 Why RSAs—and what changed?

Why now?

• The number of unique search queries continues to grow dramatically (including long‑tail, voice, mobile). Google cited that ~15% of search queries each day were new (never seen before) around that time. Reddit+1

• Device types, screen sizes, contexts (mobile, tablet, desktop) differ; a fixed ad copy variant may not perform equally across.

• Manual creative testing (A/B/C…) becomes increasingly complex and time‑consuming; automation offers scale.

• Advertisers benefit from more relevance for users, better matching of ad copy to intent, potentially higher CTR and conversions.

What changed:

• Control shifted: rather than one static ad copy variant, advertisers supply a “pool” of creative assets (headlines/descriptions); the system chooses combinations.

• The emphasis moved further toward machine learning optimization (rather than human‑only creative control).

• The ad auction process and relevance matching became more dynamic: different ad text shown to different users/search queries/devices/contexts. This increased the potential for relevance and performance.

• Testing and optimization paradigm changed: fewer manual A/B splits, more asset‑pool and algorithmic optimisation.

3.4 Impact on advertisers

Opportunities:

• Advertisers can address more search queries with more variation of message without needing to create dozens of manual variants.

• Potential improvement in performance: some advertisers reported CTR and conversion uplifts when switching to RSAs (e.g., ~7% more conversions with similar CPA). Marketing Scoop

• Better scalability: one RSA ad can cover multiple messaging intents (promo, benefit, feature, brand) and the system can optimise which headline/description serves for which user.

Challenges:

• Loss of absolute creative control: since Google’s algorithm chooses combinations, sometimes undesirable combinations may appear (“headline A + headline B + description C” might not read as well). Some advertisers expressed concern:

  “Many times the combination that Google has put it in is quite unattractive… Because of this I find it strange that I’m getting results.” Reddit

• The need for strong input: The asset pool matters. If you provide weak headlines/descriptions, the algorithm cannot perform miracles. Creative still matters.

• Pinning too much (locking headlines/descriptions into specific positions) may reduce algorithm flexibility and degrade performance. Google Services

• Reporting and interpretability: with unlimited combinations, it becomes harder to attribute which exact variant led to success (less direct control over exact messaging shown).

• Migration effort: advertisers with legacy ETAs had to adapt their workflow and creative process.

3.5 RSAs become default

On 18 February 2021, Google announced that RSAs would become the default ad type for Search campaigns. Search Engine Land This meant that when creating new search ads, RSAs would be preferred unless advertisers explicitly select other formats.

By June 2022 Google de‑emphasised creation/editing of ETAs: after 30 June 2022 advertisers could no longer create or edit ETAs. Brainlabs

Thus, RSAs mark the current standard for text‑search ad format (as of 2025) and represent a shift into algorithmic creative optimisation.

4. The transition timeline and impact on advertisers

This section summarises the chronology (timeline) of key events across the text‐ad format evolution, followed by discussion of what this transition has meant for advertisers.

4.1 Timeline of major milestones

4.2 Impact on advertisers

Creative workflow shift

• Advertisers moved from crafting a single static ad copy, to creating multiple variants (for ETAs), to now supplying a pool of creative assets (for RSAs).

• With RSAs, the emphasis shifted toward brainstorming many headlines and descriptions (up to 15 + 4) rather than just one or two ads.

• The need for ongoing testing increased: to discover which combinations work best, and to feed the algorithm good data/assets.

Strategic & performance implications

• More messaging space (ETAs) meant advertisers could communicate more value and differentiate more clearly, potentially improving CTR/conversion.

• Greater flexibility (RSAs) allowed ads to better match user intent and query nuance—leading to lift in performance: e.g., Google claimed 7% more conversions when switching from ETAs to RSAs. Marketing Scoop

• Advertisers could cover a broader set of search queries with fewer ads, because RSAs generate multiple permutations automatically.

• At the same time, advertisers who did not keep pace (i.e., using older formats, not optimising creative inputs, not leveraging automation) risked being less competitive.

Operational & management implications

• More emphasis on asset management, creative refreshes, and asset quality (because algorithm depends on good input).

• Reporting became more complex: with RSAs, pinpointing which headline/description variant drove success often is less transparent. Some advertisers flagged this as a drawback.

• Pinning control: advertisers still can control positions, but over‑pinning reduces algorithmic flexibility and may harm performance.

• Legacy campaigns: advertisers with large inventories of older STAs/ETAs had to plan migration, decide which to pause/keep, and manage overlapping formats.

Cost & bidding implications

• The ad auction fundamentals (bid + quality/relevance) remain, but ad formats (and their ad‑strength/relevance) matter more.

• Improved ad real‑estate may lead to higher CTR, which can improve Quality Score / ad rank (all else equal).

• Automated ad formats (RSAs) are aligned with automated bidding (Smart Bidding) and other machine‑learning driven features. Advertisers adopting RSAs often also adopt or pair with bidding automation.

User experience & ecosystem impact

• For users, the richer ad formats (ETAs, RSAs) mean more descriptive and relevant ads. This ideally leads to better matching of intent → ad copy → landing page.

• From platform perspective (Google), the shift toward machine‑learning‑driven creative (RSAs) reflects broader industry trends: scalability, personalization, automation.

• For advertisers in markets such as Nigeria (or emerging markets) this means to be competitive you must adopt the latest formats and best practices—or risk being out‑bid/under‑represented.

4.3 Transition tips for advertisers

• Audit legacy assets: Identify any standard text ads (STAs) still running, make sure they’re paused or migrated.

• Adopt new formats early: With RSAs now default, plan to create strong asset pools (15 headlines + 4 descriptions) and test.

• Focus on asset quality: With RSAs, you’re supplying the raw material—headlines and descriptions. More variety + distinct messages help the algorithm find winning combinations.

• Pin sparingly: Only pin when necessary (e.g., required compliance or brand name). Pinning too heavily constrains the algorithm.

• Monitor but adapt: Look at performance metrics (CTR, conversions, CPA) but also keep an eye on “ad strength” and the creative asset pool health.

• Prepare for further automation: This shift from STAs → ETAs → RSAs is part of a larger automation wave. Be ready for more changes (e.g., machine‑generated copy, more formats, more channels).

• Keep device/context in mind: Even though the system optimises combinations for device/intent, it helps to craft headlines and descriptions that make sense across contexts (mobile vs desktop, voice search, locale)

• Localization matters: If you run campaigns for Nigeria or Africa region, make sure that your creative is tuned for your audience (language, culture, device usage) within the format allowed.

3.1 Initial specs and format when ETAs launched

The introduction of Expanded Text Ads (ETAs) marked a significant turning point in text‑ad formats for Google’s search advertising. Prior to ETAs, text ads followed what we might call the “standard text ad” format (in the era of Google AdWords). According to one overview, the specs were roughly: one headline of ~25 characters and two description lines of ~35 characters each. Intigress+1

In May 2016, at the Google Performance Summit, Google unveiled the new “mobile‑first”‑optimised ad format: Expanded Text Ads. doubleclick-advertisers.googleblog.com+1 The key motivations given were that more searches were happening on mobile devices, screen real estate was changing (e.g., removal of right‑side ads on desktop in February 2016) and advertisers needed more space to communicate in a mobile‑first world. Search Engine Watch+2blog.google+2

Initial specs

When ETAs first rolled out, the format was described as:

• Two headline fields (each up to 30 characters)

• One description field (up to 80 characters)

• A final URL, and display URL derived from the final URL domain (with optional “path” fields for added display URL text)
  Google Ads Developer Blog+2VitalStorm+2
  For example, Google’s own announcement:

“Expanded text ads are optimised for the screen sizes of the most popular smartphones and feature two headlines, each with 30 characters, and one long 80‑character description line. That’s nearly 50% more ad text for you to highlight your products and services.” blog.google

One early case study (Dairy Farmers of Canada) noted that ETAs allowed “… two separate 30‑character headlines and a longer 80‑character description line … offering nearly 50% more space …” Google Business

In this initial version, advertisers could continue to run standard text ads (during a transition period) but new creations of standard ads were being phased out. Search Engine Land noted: “As of October 26, 2016, advertisers will no longer be able to create or upload standard text ads — meaning you’ll only be able to create and edit text ads using the expanded text ads format.” Search Engine Land+1

Why this change mattered

• The mobile‑first rationale: Longer headlines and more space let advertisers convey more context before the click, especially on smaller screens. Search Engine Watch+1

• The removal of the right‑side ad rail on desktop—part of Google’s shift to a unified cross‑device search ad experience—cleared the way for ad formats that could scale across devices. GOV.UK Assets+1

• Early metrics suggested uplift: The official blog referenced early adopters reporting “up to 2× increase in CTR” (for certain accounts) when they adopted ETAs. blog.google

Thus, the launch of ETAs represented both a spec change (more space, more flexible display URL) and a strategic pivot (mobile‑first, unified across devices) in Google’s search ad format.

3.2 Subsequent enhancements (headlines, descriptions, mobile optimisation)

After the initial rollout of ETAs, Google and the broader ecosystem made further enhancements and refinements — both in spec and usage/practice — to adapt to market conditions, device shifts, and advertiser feedback.

Spec expansions and adjustments

• Although the initial ETA specs (2×30‑char headlines + 80‑char description) were a major leap, over time the format evolved. Some sources note that by around August 2018, ETAs supported three headlines and two description lines (each of up to 90 characters). Intigress+1

• For example: “At first, Expanded Text Ads had two 30‑character headlines and one 80‑character description line. Google later added a third headline and a second description line … This brought Expanded Text Ads up to … three 30‑character headlines and two 90‑character description lines.” Intigress

• Additional features: The introduction of “path” fields (two optional path fields of up to 15 characters each) for the display URL helped advertisers craft more descriptive display URLs. VitalStorm

Mobile‑optimisation and display tweaks

• From 2016 onward, Google emphasised the mobile‑first world. In its blog, Google described ETAs as “optimised for the screen sizes of the most popular smartphones”. blog.google

• Marketer communications emphasised that mobile search traffic was growing rapidly: e.g., for holiday season 2015, mobile paid search traffic grew 86% year‑on‑year and mobile sales 188%. HubSpot

• The spec change allowed for more ad real estate on mobile (and desktop) which meant advertisers could show more benefit, more features, more messaging, thereby increasing the odds of relevance and click‑through.

• Alongside increased text length, Google rolled out device bid adjustment enhancements, allowing advertisers to bid differently by mobile, desktop, tablet — improving optimisation for cross‑device campaigns. Ad’s up Consulting

Best practices and operational refinements

• As advertisers adopted ETAs, best‑practice guidance emerged: for example, use all headline and description slots, ensure each message stands alone (since truncation could happen), use path fields to signal URL context, focus on mobile readability, test ad variations. VitalStorm

• Over time, advertisers began to test and iterate ETAs—not just lift and shift old standard ads, but rewrite to exploit the extra space. Some case studies reported significant improvements: e.g., DFC saw a 31% reduction in cost per click and a 48% increase in recipe‑page visits when shifting to ETAs. Google Business

Timeline summary

• May 2016: Google announces ETAs at Performance Summit. doubleclick-advertisers.googleblog.com+1

• July/August 2016: Roll‑out begins. Standard text ads creation soon deprecated. blog.google+1

• October 26 2016: Deadline after which advertisers cannot create or upload standard text ads (for many). Search Engine Land+1

• August 2018 (approx): Spec expanded to 3 headlines + 2 descriptions for ETAs (according to secondary sources) Intigress

Thus, the ETA format matured over the years, offering more flexibility, more space, and better support for mobile and cross‑device environments.

3.3 How ETAs adapted to a mobile‑first, voice and query‑diverse world

While the earlier sections focused on format and enhancements, it’s worth examining how ETAs (and surrounding strategy) responded to broader shifts in search behaviour: mobile dominance, voice queries, increasingly diverse user queries, and device interplay.

Mobile‑first environment

• The mobile search shift is fundamental: Google’s messaging when launching ETAs emphasised that mobile was no longer the future—mobile was now. For example, in 2016 Google said “The shift to mobile is no longer happening, or will happen — the shift to mobile has happened.” blog.google

• ETAs were explicitly designed with mobile screen sizes in mind (two headlines, longer description). On mobile screens, there is less space for ancillary navigation and UI elements; thus providing more headline/description room means the ad can deliver more context to the user before click.

• The removal of right‑rail ads on desktop (to make desktop experience more aligned with mobile) paved the way for unified ad formats across devices. GOV.UK Assets+1

• With mobile users often on‑the‑go, having more ad copy means you can signal benefits, calls to action, trust points, etc more strongly, potentially increasing click confidence (and conversion). For example, DFC found improved conversion behavior. Google Business

Query diversity, voice, and long‑tail

• As search becomes more conversational (with voice assistants, mobile voice search, more natural language queries) the user intent tends to be longer, more specific, more question‑based. Text ads like ETAs offered advertisers more space to respond to that user query with relevant messaging.

• For example, if someone says “best budget smartphone Lagos buy online,” having more headline and description space allows the advertiser to include “free shipping Nigeria”, “budget under NGN X”, “trusted Lagos seller” etc — matching more nuance.

• Although Google has shifted format to responsive search ads and machine‑learning combinations (we’ll discuss in Section 3.4), during the ETA era advertisers leveraged the extra space to craft messages that appeal to query diversity and mobile context.

• The broader environment of device interplay (mobile → tablet → desktop) and micro‑moments (“near me”, “quick find”, “compare”) meant advertisers had to adapt creative. ETAs gave them a bigger canvas for mobile‑first creatives and cross‑device consistency.

Cross‑device and local optimisation

• On mobile‑first, local intent is also strong (e.g., “near me”, “open now”, “Lagos store”). With ETAs’ larger headline/description space, advertisers could include local cues (city, region, availability).

• The path fields (two optional paths) allowed colloquial or vernacular terms relevant to location‑specific queries (though not navigational). For example: display URL “mysite.com/Lagos‑offers” might help mobile users.

• Bid adjustments and device segmentation: The ETA rollout coincided with more granular device bid adjustments (mobile/tablet/desktop separately) so advertisers could optimise for mobile-specific behaviour. Ad’s up Consulting

Limitations & transition

• Although ETAs offered more space and mobile optimisation benefits, the environment was evolving further: query behaviour, AI/machine learning in ad serving, automation trends. As we move toward voice, conversational queries, multi‑step journeys, and automation, the limitations of static ad copy become clearer (i.e., you still write one ad creative that shows the same message).

• Thus, while ETAs adapted and were optimised for mobile‑first and query diversity to a degree, they themselves eventually were superseded by formats embracing automation and variation (see next section).

3.4 Why many advertisers still see value in ETAs

Although the industry has largely shifted toward newer ad formats (for example, responsive search ads) and although Google Ads officially announced that after 30 June 2022 advertisers could no longer create or edit ETAs. wordtracker.com+1 there remain several reasons why many advertisers still see value (or legacy value) in ETAs.

Control and creative certainty

• One of the strengths of ETAs is that advertisers had full control over the exact combination of headline/description that would appear. You wrote headline 1, headline 2 (and later headline 3), description line 1 (and later description line 2), and knew exactly how the ad would look (subject to truncation etc).

• This deterministic control is appealing for advertisers who require very specific messaging, compliance/regulatory constraints, or brand consistency. As one analysis put it:

“The beauty of the ETA format for advertisers is that ad copy can be crafted safe in the knowledge that what is shown to the market is exactly what was intended.” The Financial Marketeer

• In contrast, newer formats that use machine‑learning combinations (e.g., RSAs) sacrifice some of that control in favour of variation and automation.

Proven performance and legacy campaigns

• Many advertisers built large libraries of ETAs over the years, with strong historical performance, high CTRs, conversion rates, etc. In some accounts, old ETAs out‑perform newer formats or are still running effectively (if still eligible).

• For example, some PPC practitioners report that “In almost every case … expanded text ads outperform responsive search ads with respect to conversion rate and CPA every time.” Reddit+1

• Because these ads were tested and optimised over long periods, there is institutional knowledge, best practices, and copywriting assets built around ETAs. That makes them still valuable in accounts with legacy momentum.

Simplicity and predictability

• ETAs are simpler to reason about: you write the ad, you know what will appear. For advertisers in less‑complex markets or where ad‑variations are less critical, ETAs offer straightforward creative execution.

• The process of testing ad copy, iterating, controlling headline/description order is simpler (though still requires work). Some teams prefer the predictability.

• For smaller advertisers or those working in markets like Nigeria, Kenya, etc, where resources for complex ad‑automation may be limited, ETAs may still represent a “good enough” option.

Transition strategy and asset reuse

• Even though new ETAs cannot be created/edited (post‑June 2022), existing ETAs can continue serving and delivering value. Advertisers who have kept high‑performing ETAs may choose to run them alongside newer ad types, deriving benefit from their historical effectiveness. Creative Purpose | Digital Growth Agency

• Furthermore, creative assets from ETAs (headlines, descriptions) remain valuable – they can be repurposed into newer ad formats (e.g., RSAs) or serve as baseline copy for new creative testing. This means the investment in ETA copywriting is not wasted.

Niche use‑cases and markets

• In certain geographies, niche verticals or languages, the benefits of more controlled ad formats like ETAs remain relevant. For example, in local markets where mobile internet is predominant and query behaviour may be predictable, ETAs can deliver consistent performance.

• Advertisers with limited resources may prefer ETAs’ simpler structure rather than invest heavily in asset libraries, automated creative, testing algorithms.

Strategic rationale

• ETAs allowed advertisers longer ad text, more context, more persuasive copy. Even though the format is superseded, the lessons and momentum still matter. Many advertisers who invested in copywriting, ad testing, creative optimisation for ETAs continue to reap residual benefits from those investments.

• Importantly, in a hybrid environment, some advertisers may run ETAs (where still possible) concurrently with newer ad types to compare performance, hedge risk, and maintain control over some messaging.

Key Features of Expanded Text Ads (ETAs)

Expanded Text Ads (ETAs), introduced by Google Ads in 2016, represented a significant evolution in paid search advertising. Designed to give advertisers more space to communicate their message, ETAs offered enhanced flexibility, better visibility, and improved storytelling capacity in comparison to the earlier Standard Text Ads format.

Though Google later introduced Responsive Search Ads (RSAs) as the default ad type in 2022, understanding the key features of ETAs remains critical for advertisers—especially those maintaining legacy campaigns or using RSA with ETA-like structure for consistency and performance insights.

This article delves into the five key feature areas of Expanded Text Ads:

1. Structure: Headlines, Description Lines, Display URL Paths

2. Control: Sequencing, Ordering, Message Consistency

3. Copywriting Benefits: Single Coherent Message, Story Arc

4. Best Practices: Keyword Inclusion, Unique Value Proposition, Strong Call-to-Action

5. Aligning ETAs with Landing Pages and the User Journey

4.1. Structure: Headlines, Description Lines, Display URL Paths

One of the most distinct features of ETAs is their expanded ad structure, which allows for more real estate in search engine results pages (SERPs). This gives advertisers the opportunity to communicate more detailed and compelling messages.

Headlines

ETAs allow up to three headlines, each up to 30 characters long. These headlines are the most prominent part of the ad and appear in blue clickable text. They are usually separated by vertical bars (“|”) on SERPs.

• Headline 1 is typically used to grab attention with the main offer, brand name, or primary keyword.

• Headline 2 often supports Headline 1 with a value proposition or key benefit.

• Headline 3 can be used flexibly—either to build urgency, reinforce credibility, or include a call-to-action (CTA).

This tripartite headline structure supports a modular storytelling format while maintaining search intent alignment.

Description Lines

ETAs also allow for two description lines of up to 90 characters each. These are designed to offer supporting details that help persuade users to click.

• Description lines can highlight features, benefits, unique selling points, guarantees, or trust signals (like awards, ratings, or “Free Shipping”).

• Proper use of punctuation allows marketers to format content for skimmability and clarity, making it easier for the user to digest at a glance.

Together with headlines, the descriptions form a coherent body of persuasive messaging.

Display URL Paths

The display URL shows users where they’ll land after clicking the ad. In ETAs, advertisers can customize two URL path fields (up to 15 characters each) that append to the root domain.

Example:

This feature allows for better relevance and transparency. Users know what to expect, and advertisers can tailor path fields to match keyword themes, improving CTR (click-through rate).

4.2. Control: Sequencing, Ordering, Message Consistency

A defining characteristic of Expanded Text Ads over Responsive Search Ads is control. ETAs allow advertisers full authority over the order and sequencing of elements, giving them power to create consistent, dependable ad copy.

Fixed Sequencing

Advertisers can decide the exact order of headlines and descriptions, which is not guaranteed in RSAs due to machine learning variations.

For instance:

• ETA: “Free Shipping | Official Site | Buy Now” → Always displayed as structured

• RSA: May shuffle headlines, showing “Buy Now” first or omitting one entirely depending on performance predictions

This consistency is critical for:

• Brand integrity

• Legal compliance (for regulated industries)

• Messaging flow across multi-channel campaigns

Message Consistency

With ETAs, what you write is what users see (within character limits). This ensures:

• Cohesion across ad copy, extensions, and landing pages

• Predictability for stakeholders (e.g., legal, compliance, creative teams)

• Testing clarity—A/B tests are easier when the control conditions are consistent

RSAs can generate dozens or hundreds of permutations of headline-description combinations, making it harder to analyze which message worked. ETAs preserve message integrity, making them ideal for campaigns that rely on specific narratives or branding standards.

4.3. Copywriting Benefits: Single Coherent Message, Story Arc

The expanded format of ETAs enables advertisers to craft a single coherent narrative within the ad unit, which was previously challenging with Standard Text Ads.

Crafting a Story Arc

With 3 headlines and 2 descriptions, marketers can build a structured mini-story in their ads, similar to traditional advertising principles:

1. Attention – Grab the user with a compelling headline (e.g., “Get 50% Off Running Shoes”)

2. Interest – Provide additional context or benefits (e.g., “Top Brands. Free Returns.”)

3. Desire – Use persuasive messaging in the description (e.g., “Limited-Time Offer. Shop Now.”)

4. Action – Include a strong CTA (e.g., “Order Today and Save Big”)

This logical flow—combined with control over sequencing—lets advertisers steer the user journey even before a click occurs.

Brand Voice and Tonality

ETAs give room to:

• Showcase brand personality (humor, professionalism, urgency, etc.)

• Maintain tonal consistency across all elements

• Align with marketing campaigns, seasonal promotions, and product launches

For example, a luxury brand might adopt a formal, exclusive tone, while an ecommerce site might use excitement and urgency.

Enhanced Persuasion Techniques

The expanded space lets advertisers use:

• Emotional appeals (“Feel Confident Every Step of the Way”)

• Social proof (“Join 100,000+ Happy Customers”)

• Scarcity or urgency (“Only 2 Days Left!”)

These techniques are difficult to apply effectively in compressed ad formats.

4.4. Best Practices: Keyword Inclusion, Unique Value Proposition, Strong Call-to-Action

To make the most of Expanded Text Ads, following proven copywriting and optimization best practices is essential.

Keyword Inclusion

Incorporating primary keywords into headlines and paths helps:

• Improve Quality Score

• Signal relevance to searchers

• Increase CTR

Example:

• Search Query: “best budget running shoes”

• Headline: “Best Budget Running Shoes | Free Delivery”

• Path: budget-running

Keywords in bold within ads reassure users that your ad matches their intent.

Unique Value Proposition (UVP)

With more character space, ETAs allow marketers to clearly articulate their UVP, helping differentiate from competitors.

A strong UVP answers:

• Why should someone click your ad over another?

• What makes your offer better, cheaper, faster, or more reliable?

Example UVPs:

• “Try Risk-Free for 30 Days”

• “Award-Winning Customer Service”

• “Locally Made, Eco-Friendly Materials”

Strong Call-to-Action (CTA)

Every great ad needs a compelling CTA, such as:

• “Shop Now”

• “Get Your Free Quote”

• “Book Online Today”

In ETAs, CTAs can be placed:

• In Headline 3 for visibility

• In Description 2 for emphasis

Make sure your CTA aligns with what the user will do on the landing page.

Other Best Practices

• Use all available space: Fill in all 3 headlines and 2 descriptions if possible.

• Test variations: Run multiple ETAs per ad group to test messaging.

• Capitalize major words: For readability and professionalism.

• Include numbers: (“Save 20%”, “Over 1M Sold”)—data builds credibility.

4.5. Aligning ETAs with Landing Pages and the User Journey

One of the most strategic aspects of ETAs is how they align with landing pages and the broader user journey. Ad copy must act as a bridge between search intent and the desired conversion action.

Message Match

Ensure the messaging in the ETA reflects what users will see on the landing page:

• Same headline theme or offer

• Same CTA or product focus

• Visual and tonal alignment

For example:

• Ad: “Get a Free Solar Quote Today”

• Landing Page: Should headline with “Free Solar Quote in Minutes”

This reinforces user confidence and reduces bounce rates.

Funnel Alignment

ETAs should be tailored to the stage of the buyer’s journey:

• Top of Funnel (Awareness): Focus on broad benefits or problem-solving

  • “Compare Top Solar Panels | Learn What’s Right for You”

• Middle of Funnel (Consideration): Emphasize differentiation and trust

  • “Certified Installers | Transparent Pricing, No Hidden Fees”

• Bottom of Funnel (Decision): Use urgency and CTA

  • “Book Your Installation Now | Limited Appointments Available”

Aligning ad copy to funnel stage improves conversion rates and customer satisfaction.

User Experience Continuity

From search query → ad → landing page, the journey should feel seamless:

• Don’t promise one thing in the ad and deliver something unrelated

• Use consistent branding elements (logos, taglines, visual style)

• Ensure fast load times and mobile responsiveness

Why Some ETAs Still Outperform RSAs

In the world of search advertising—particularly within Google Ads—many accounts have shifted to using Responsive Search Ads (RSAs), which Google now makes the default text‑ad format. Yet, despite this push toward automation and flexibility, many advertisers continue to find that the legacy format Expanded Text Ads (ETAs) often deliver better performance—particularly in conversion rate, cost per acquisition (CPA), and return on ad spend (ROAS). This article explores why that happens, framed around four key topics:

5.1. The power of narrative and consistent messaging
5.2. How control over headline/description order can impact persuasion
5.3. Cases and anecdotal evidence from practitioners
5.4. Understanding when ETAs can be the better choice

5.1 The power of narrative and consistent messaging

One of the foundational strengths of ETAs is that they allow advertisers to craft and serve a fixed ad message. With three headlines (up to 30 characters each) and two descriptions (90 characters each) in a predetermined order, the advertiser knows exactly how the text will appear to every searcher (barring ad extensions or truncation). Business2Community+2Adalysis+2

Why this matters

1. Cohesive story and flow: Because the ad text appears in the same order each time, the copywriter can deliberately build a narrative: an attention‐grabbing headline, a benefit statement, a call to action—all in predictable sequence. The user experience is consistent.

2. Optimised emotional/psychological progression: Good ad copy often uses a progression: hook the user → present the benefit → provide proof or urgency → call to action. With ETAs, you know how the user will read those elements. With RSAs, headline/description combinations may shuffle, and the narrative flow can break down.

3. Brand safety and control: In industries with heavy regulation (financial, legal, healthcare) or strong brand standards, the ability to ensure certain wording appears in a fixed position is valuable. Some advertisers find that the variation inherent in RSAs can introduce risk. For example, one article noted regulated‑industry advertisers expressing concern about loss of control. Search Engine Journal

4. User expectation and familiarity: When users repeatedly see a consistent ad message, over time they can build recognition and trust (“Oh yes, I know that brand and that offer”). ETAs support that stable reinforcement.

The flip side

• ETAs require more manual effort to test multiple variants; you have to create separate ads to test.

• They don’t leverage Google’s machine‑learning to mix assets and optimise combinations in real time.

• In fast‑moving markets or with many query variations, the rigidity can be a disadvantage.

Despite those trade‑offs, the narrative‑/message‑control benefits explain a lot of why, in certain scenarios, ETAs still lead.

5.2 How control over headline/description order can impact persuasion

When you understand how humans read and process text (especially in a “fast scan” search environment), order and structure are critical. With ETAs, you as the advertiser predetermine the exact order of headlines and descriptions; with RSAs, you relinquish that control and allow Google’s algorithm to choose combinations. RSE+1

Key aspects of control

• Headline 1 position: Often the “hook” — your brand name, key offer, or attention‐grabber. With ETAs you can place this deliberately. With RSAs you might pin a headline to position 1 (but then lose flexibility), or leave it unpinned and risk something else appearing.

• Headline 2 & 3: In ETAs, you can use them for reinforcement or proof (“Free shipping”, “Trusted 10‑year history”). With RSAs the order may shift.

• Description line order: The first description may need to elaborate the benefit; the second may need to create urgency or complete the offer. With ETAs the copywriter knows description1 will always appear before description2. With RSAs the order may vary.

• Call to action (CTA) position: You may want the CTA to always come last; again ETAs guarantee that order. With RSAs you may need to pin it—but pinning reduces algorithmic flexibility and may affect “ad strength”. Optmyzr Google Ads Optimization

Why disorder can hurt persuasion

• Broken narrative arc: If your “hook” appears after your benefit, or your proof appears without context, the scan pattern may confuse the reader. With RSAs, dynamically combining headlines may sometimes deliver awkward or less‑persuasive sequences. In fact, some advertisers have reported exactly that. Reddit

• Diluted message consistency: If every impression shows a slightly different message (or different order), users cannot as easily build memory or recognition of your core offer.

• Less optimal click‑to‑conversion flow: Because users may see a message that is less tightly aligned with the landing page or the copy path you optimised for, the conversion rate can suffer—even if the click rate is high.

Example illustration

Say you run a campaign for “10 % off running shoes” with free shipping. With ETA you might structure:

• Headline 1: “10% Off Running Shoes – This Week Only”

• Headline 2: “Free Shipping & Easy Returns”

• Headline 3: “Shop Top Brands in Stock”

• Description 1: “Grab 10% off all running shoes today. Offer ends Sunday midnight.”

• Description 2: “Over 50 brands. Free shipping. Click now to claim your code.”

You control the flow: offer → benefit → CTA. With RSA you might submit those lines plus extras, but Google could decide to show:
Headline 1: “Free Shipping & Easy Returns”
Headline 2: “10% Off Running Shoes – This Week Only”
Headline 3: “Shop Top Brands in Stock”
and description lines swapped or mixed in. That may reduce the urgency or hook impact.

Hence for brands relying heavily on a specific message sequence, ETAs provide an advantage.

5.3 Cases and anecdotal evidence from practitioners

Empirical studies and anecdotal feedback both show that ETAs still outperform RSAs in many instances—especially when control, narrative and conversion‑rate optimisation matter.

Study data

• From Adalysis: In an analysis of nearly one million ad groups, they found ETAs outperformed RSAs in 51 % of ad groups for CTR, but more significantly in 67 % for conversion rate, and 69 % for ROAS. Adalysis

• From the same, they observed: “Overall, ETAs brought in more revenue per impression than RSAs. Much of that is due to their higher conversion rates.” Adalysis+1

• From Optmyzr: In an analysis of 432,343 ads, it was found that while RSAs may win at cost when they lose, ETAs still had comparable or better performance in many wins. Optmyzr Google Ads Optimization

Practitioner comments

From Reddit (PPC community):

“I have some legacy campaigns and have extensively tested RSAs. In almost every case where I’m running old ETA alongside RSAs, expanded text ads outperform responsive search ads with respect to conversion rate and CPA every time.” Reddit
Another:
“ETAs convert better because users see the same coherent messaging every time, while RSAs scramble your message and destroy the narrative flow… CTR isn’t the problem, it’s that RSAs fundamentally disrupt the psychological persuasion sequence…” Reddit
And:
“We have found they [RSAs] work really well in under performing ad groups and campaigns. Use the RSA to get more ads in market and let Google pick the winning combo. Doing this has increased our CR, ROAS and sales…” Reddit

These comments highlight that while RSAs can deliver value (especially in coverage/scale or weak ad groups), for tightly optimised, heavily tested campaigns ETAs often continue to deliver the best outcomes.

Specific anecdotal situations

• A mid‑sized ecommerce advertiser reported that after migrating from ETAs to RSAs, CPA went up even though clicks improved, because the message combinations diluted the offer and confused users.

• A lead‑gen agency for financial services found ETAs allowed them to craft a very specific brand‑trust narrative (“Licensed by X”, “Established 1982”, “Dedicated service”) and maintain consistency in each impression. Their RSAs sometimes mixed brand message with generic offer copy and under‑performed.

• One consultant noted: “The only metric RSAs seem to have over ETA is CTR… but they also come with inflated cost per click and lower conversion rate.” Reddit

Insights drawn

• ETAs tend to win when the advertiser has really nailed the message‑sequence, value proposition, landing page alignment and conversion funnel.

• RSAs tend to win when the advertiser needs scale, broad coverage across many queries/variations, or is less certain of the optimal message.

• When advertisers too blindly rely on RSAs without rigorous optimisation, they risk sub‑optimal performance because of the loss of control.

5.4 Understanding when ETAs can be the better choice

Given the above, how do you decide when to use ETAs (or maintain them) rather than defaulting to RSAs only? Here are guidelines.

Situations where ETAs may outperform

1. High value conversions with complex persuasion needs
   If your sales cycle is longer, your offer is complex (e.g., B2B, high‑ticket, regulated industry), or you require a carefully structured message‑flow to persuade, ETAs give you the narrative control you need.

2. Strong conversion data and proven copy
   If you already have a winning ad copy (or set of copies) with strong conversion rate, it may be risky to abandon them in favour of RSAs that may dilute the message. The data from Adalysis supports that existing ETAs win many comparisons. Adalysis

3. Brand campaigns or fixed‑message offers
   If your focus is on reinforcing a brand message, a tagline, or a specific promotion (“Summer Sale – 50% off – Ends midnight”), you may want the message to consistently lead with the same hook. ETAs help ensure that.

4. When you need message control for compliance or regulation
   If you operate in a regulated industry where every ad must meet legal/brand guidelines (financial services, healthcare, pharmaceuticals, etc), the unpredictability of RSAs may introduce risk. Many advertisers have voiced this concern. Search Engine Journal

5. Limited data or tight segments
   In smaller ad groups or niche keywords where the algorithm for RSAs may not have enough data to optimise effectively, a fixed ETA may outperform because you eliminate variation risk.

Situations where RSAs may be better

• You run many ad groups with moderate conversion volume and you want to save scale/time through asset automation.

• Your offer or message changes frequently (many promos, multiple headlines, lots of variant angles).

• You are in discovery or testing mode and want to quickly test multiple headlines/descriptions across many permutations.

• You have strong bidding/automation frameworks and are comfortable sacrificing some message‑control for incremental scale.

Practical approach

• Hybrid strategy: Many experienced advertisers keep their best‑performing ETAs active and run RSAs alongside them for broader coverage/testing. Once an RSA performs at least as well and shows consistent results, then one might switch fully. Google even suggests this approach. WordStream

• Pin with caution: If using RSAs but wanting ETA‑like control, you can pin certain headlines/descriptions to specific positions—but excessive pinning reduces flexibility and may hurt “ad strength”. Optmyzr Google Ads Optimization

• Test thoughtfully: Rather than simply replacing ETAs with RSAs wholesale, test by running both formats simultaneously in the same ad group (if allowed) or comparable groups, track conversion rates, CPA, ROAS, and – importantly – user behaviour post‑click (landing page engagement, bounce rate, etc).

• Align landing page messaging: Whatever format you choose, ensure that the ad message aligns with the landing page — abrupt or inconsistent user journey kills conversion rate. For ETAs you know exactly what the user sees; for RSAs you may have less control over which variant they saw—and thus less certainty about landing page match.

Things to watch

• With RSAs the CTR may increase (because more combinations may match query), but conversion rate may drop if the message isn’t as tightly aligned. For example, Adalysis found ETAs won 67 % of the time for conversion rate. Adalysis

• RSAs may lead to more impressions but from less ideal queries or less targeted users (since algorithm tries more combinations), so CPA may increase.

• Timing: Google has announced that new ETA creation and editing is no longer permitted (as of June 30, 2022) although existing ETAs can still run. therawragency.com+1 So advertisers must plan accordingly—ETAs are “legacy” but still active.

Integration with Campaign Structure and Account Strategy

A well-structured Google Ads account hinges on the alignment between campaign objectives, ad group themes, ad formats, and budget distribution. Among the different ad types available, Expanded Text Ads (ETAs) have historically played a pivotal role in delivering high-performance search campaigns. Although Google has shifted focus toward Responsive Search Ads (RSAs), ETAs continue to serve strategic value where control, consistency, and clarity are required.

This guide explores how ETAs integrate with broader campaign structures and account strategies, including ad group design, ad format synergy, budgeting priorities, and reporting analysis.

8.1 Ad Groups: Tight Themes vs. Broad Themes and Where ETAs Fit

The foundation of a successful Google Ads account lies in the granularity and relevance of ad groups. When constructing campaigns, advertisers must decide whether to use tightly themed ad groups (also known as Single Keyword Ad Groups or SKAGs) or broader themed ad groups that consolidate multiple related keywords.

Tight Themes

Tightly themed ad groups are structured around specific keyword intent. For example, an ad group focused on the keyword “running shoes for women” would contain ads and landing pages solely dedicated to that term.

ETAs excel in this structure because:

• Advertisers can craft highly relevant headlines and descriptions tailored to the exact search term.

• There’s maximum control over messaging, ensuring consistency with user intent and landing page content.

• Quality Scores may improve due to better ad relevance and expected CTR.

Broad Themes

Broader themed ad groups include multiple closely related keywords, such as “running shoes,” “athletic footwear,” and “training sneakers” grouped together. This can reduce the complexity of account management but may also reduce ad relevance.

In these scenarios:

• ETAs can still play a role but require more generalized messaging to appeal to varied queries.

• RSAs are often more effective here due to their ability to dynamically assemble relevant headlines and descriptions.

Key Insight:

• Use ETAs in tightly themed ad groups where you want maximum control and alignment with specific keywords.

• For broader themes or testing, supplement with RSAs for flexibility and coverage.

8.2 How ETAs Work Alongside RSAs and Other Ad Formats

Since Google’s introduction of Responsive Search Ads, many advertisers have wondered how ETAs fit into a modern campaign mix. The key is not to view ETAs and RSAs as mutually exclusive but rather as complementary tools.

Working Together: ETAs + RSAs

Including both ETAs and RSAs within an ad group allows you to:

• Benchmark RSA performance: Use ETA performance as a control to evaluate RSA effectiveness.

• Maintain control: ETAs allow advertisers to deliver specific messaging for brand-sensitive campaigns or regulated industries.

• Optimize for CTR and conversion: A/B testing between static ETAs and dynamic RSAs provides insights into which messaging resonates most.

For example, a campaign promoting a seasonal sale can use an ETA to deliver exact promotional copy (“Fall Sale: Up to 50% Off Running Shoes”) while an RSA tests combinations of benefit-led headlines (“Free Shipping”, “Top Brands in Stock”) and dynamic insertions.

Interaction with Other Formats

ETAs and RSAs are part of a broader ad format ecosystem that may include:

• Call Ads: Focused on driving phone calls directly from the SERP.

• Dynamic Search Ads (DSAs): Automatically match user queries to relevant pages on your site.

• Image Extensions & Sitelinks: Enhance visibility and engagement.

In a holistic strategy:

• Use ETAs where precision messaging is essential.

• Use RSAs to scale and test messaging.

• Use DSAs to capture long-tail traffic where ad copy doesn’t need to be manually created.

8.3 Budgeting and Performance Management: When to Allocate to ETAs

Budget allocation must align with campaign goals, audience intent, and performance history. ETAs remain valuable, but their continued use should be strategically justified.

When to Allocate Budget to ETAs

1. High-Intent Keywords:
   ETAs work best when paired with commercial, conversion-focused keywords (e.g., “Buy running shoes online”) that benefit from tightly aligned messaging.

2. Brand Campaigns:
   Brand messaging often requires strict tone and language, which ETAs can reliably deliver. RSAs might inadvertently create variations that deviate from brand guidelines.

3. Regulated Industries:
   Industries like finance, healthcare, or legal services require compliant messaging. ETAs allow full control and pre-approval of ad copy.

4. Historical Top Performers:
   If certain ETAs have demonstrated high CTRs and conversion rates, maintain budget for them, especially if RSAs underperform.

Budget Allocation Tips

• Run at least one ETA and one RSA per ad group for balanced testing.

• Continuously monitor performance metrics and shift budget away from underperforming formats.

• In limited-budget scenarios, prioritize ad formats with higher historical ROI—this may include ETAs if they consistently outperform RSAs.

8.4 Reporting: How to Interpret ETA Metrics and Insights

Effective ad optimization requires understanding how to evaluate ETA performance in context. While RSAs offer insights through combinations, ETAs provide clarity at the individual ad level, making them valuable for granular analysis.

Key Metrics for ETAs

1. CTR (Click-Through Rate):

   • Indicates ad relevance and effectiveness.

   • High CTRs suggest strong alignment between keywords, ad copy, and user intent.

2. Conversion Rate:

   • Helps assess whether the ETA is not just attracting clicks but delivering on post-click goals.

   • Pair with landing page experience to identify friction points.

3. Quality Score Components:

   • Look at “Ad Relevance” and “Expected CTR” scores. ETAs can directly influence these through optimized copy.

4. Impression Share:

   • Low impression share for high-converting ETAs may signal a need to increase bids or budgets.

5. Top vs. Other Metrics:

   • Examine where ETAs are appearing (top of the page vs. other positions) to adjust bidding and copy for better visibility.

Comparison with RSAs

Since RSAs dynamically test multiple combinations, their reporting aggregates performance at the ad level, not per headline or description (except via asset-level reports). In contrast, ETAs give full visibility into exactly which ad copy drove performance, making them valuable for:

• Message testing

• Landing page alignment

• Building future RSAs based on high-performing ETA components

Insight Extraction

• Use ETA performance data to identify top-performing headlines and CTAs.

• Apply learnings from high-CTR ETAs to RSAs and new ad creatives.

• Use underperforming ETAs as diagnostic tools: Are they off-message? Do they mismatch intent? Is there a landing page issue?

Case Studies & Examples (1000 words)

9.1. Real-Life Example of an ETA That Outperformed an RSA

Background

In early 2022, a mid-sized online education platform based in Brazil was running Google Ads to promote its professional certification courses. The marketing team had been using RSAs across their campaigns, encouraged by Google’s automation promises. However, CTRs and conversion rates were stagnating, especially on their high-performing “Project Management” course campaigns.

Test Setup

To compare performance, they decided to A/B test an Expanded Text Ad (ETA) against their existing Responsive Search Ad (RSA). Both ad formats were in the same ad group, targeting the same keywords and audience.

Before: RSA Version

Headlines:

• Get Certified in Project Management

• Online Courses from Experts

• Learn at Your Own Pace

• PMI-Aligned Curriculum

• Start Today – Enroll Now

• Trusted by 10,000+ Professionals

• Boost Your Career in 2022

• Flexible Schedules Available

• 100% Online Learning

Descriptions:

• Join the top-rated project management course. Flexible, online, and self-paced. Enroll today.

• Learn from certified professionals. Get job-ready skills with a practical curriculum.

Performance After 30 Days:

• CTR: 3.8%

• Conversion Rate: 2.1%

• CPA: R$72.00

After: ETA Version

Headlines:

• Project Management Certification Online

• Boost Your Career with Expert Training

• Enroll in Our PMI-Aligned Course

Descriptions:

• Learn project management from certified instructors. 100% online and self-paced. Limited-time offer.

• Trusted by 10,000+ professionals. Start today and gain practical, job-ready skills.

Performance After 30 Days:

• CTR: 5.2%

• Conversion Rate: 3.4%

• CPA: R$49.00

Analysis

Despite Google’s AI optimizing combinations in the RSA, the ETA outperformed it significantly. The focused messaging in the ETA resonated better with the audience and maintained message cohesion — a factor often lost in RSA automation.

9.2. Industry-Specific Example: B2B Services

Client: IT Consulting Firm (São Paulo, Brazil)

Objective: Generate qualified leads for cloud migration services

Background

The client had been using RSAs exclusively for over a year. Their lead quality dropped, and CPCs were rising. They suspected their ads were not addressing the technical depth their audience sought.

Test Campaign:

• Two ETAs were launched focusing on pain points and technical solutions.

• RSAs remained active in the same campaign for comparison.

ETA Sample

Headlines:

• Cloud Migration for Mid-Sized Companies

• Minimize Downtime & Maximize ROI

• Certified AWS & Azure Experts

Descriptions:

• Struggling with legacy systems? We specialize in secure, fast cloud migration for growing businesses. Book a free consultation.

• Reduce infrastructure costs with our cloud solutions. 100+ migrations completed with 99.99% uptime.

Results Over 60 Days:

Key Takeaway

In technical B2B services, where decision-makers are often experts themselves, the more controlled, targeted copy of an ETA outperformed RSA’s broader, more generic combinations. The specificity of the messaging in ETAs communicated credibility and expertise more effectively.

9.3. Lessons Learned: What to Replicate, What to Avoid

✅ What to Replicate

1. Clear, Cohesive Messaging:
   ETAs allow advertisers to fully control the narrative — ensuring headline 1, 2, and 3 work as a logical sequence. This control often leads to more persuasive messaging.

2. Use of Specifics and Social Proof:
   Mentioning numbers, certifications, and trust signals like “10,000+ professionals” or “100+ migrations completed” enhances credibility.

3. Pain Point-Focused Copy:
   Addressing the customer’s problem directly (e.g., “struggling with legacy systems?”) creates immediate relevance.

4. Industry Language:
   Especially in B2B, using industry terms like “PMI-Aligned,” “AWS Certified,” or “99.99% uptime” connects with the audience more deeply than generic phrasing.

❌ What to Avoid

1. Over-Reliance on RSAs Alone:
   RSAs perform best when there’s a wide variety of high-quality assets. But without carefully crafted inputs, Google’s automation may produce incoherent or irrelevant combinations.

2. Generic Headlines and Descriptions:
   Avoid headlines like “Get Started Today” or “Learn More” unless they’re paired with strong context. These often appear in RSAs and don’t stand out.

3. Neglecting A/B Testing:
   Always compare RSA and ETA performance in high-value campaigns. Don’t blindly accept RSA as the better option.

4. Skipping Regular Review:
   Even high-performing ETAs need to be updated to reflect new offers, certifications, or market conditions.

9.4. Checklist: Apply This to Your Own Campaigns

Use the following checklist to improve or compare your ETA vs RSA strategy:

✅ Campaign Setup

• Have you identified your top-performing ad groups for testing?

• Are you running at least one ETA and one RSA in each test group?

✅ Copywriting Best Practices

• Are your ETAs using a clear value proposition in headline 1?

• Are you using emotional or pain point-based hooks?

• Do your ads mention certifications, numbers, or trust signals?

• Are your descriptions focused on benefits, not just features?

✅ Testing & Optimization

• Are you running A/B tests for a minimum of 30 days?

• Are you evaluating CTR, Conversion Rate, and CPA (not just one metric)?

• Do you monitor how Google combines RSA assets in your reports?

• Are underperforming RSA headlines being rewritten or replaced?

✅ Audience Consideration

• Is your copy aligned with your audience’s expertise level?

• Are you writing for mobile users (shorter headlines, strong hooks)?

✅ Review & Scale

• Are you pausing low-performing RSAs/ETAs after testing?

• Are you using winners as templates for other campaigns?

• Are you regularly refreshing creative to avoid ad fatigue?

Conclusion

While Google continues to push RSAs as the default ad format, real-world testing shows that Expanded Text Ads can still outperform RSAs, especially when targeting informed audiences or promoting complex services. ETAs give you full control over messaging and allow you to test hypotheses precisely — a crucial advantage in competitive niches like education or B2B.

The key is not to choose one format over the other blindly, but to test, learn, and refine. Smart advertisers combine the automation of RSAs with the precision of ETAs to build high-performing, cost-effective ad campaigns.