Ep 36: Google Removing ETAs in 2022

Oct 27, 2021

Today on Marketing in 10, we’re talking about Google’s recent announcement that text ads as we know them are going away next year.

Hey everybody, this is Jim Lastinger. Welcome to another episode of Marketing in 10. Today, we’re going to be talking about ads. Specifically, we’re going to be talking about text ads and how Google’s recently made some big news. They recently announced that they will be ending the current expanded text ad format in 2022. So, this is part of Google’s overall push towards more automation.

So specifically what’s happening is that starting on June 30th, 2022, you won’t be able to add or create any new expanded text ads, you’ll only be able to create responsive search ads. You’ll still be able to run the expanded text ads after that date, you just won’t be able to create any new ads or edit the existing ones. You’ll also be able to pause and restart your already existing expanded text ads. So they’re not going away completely, you just won’t be able to create new ones or edit the old ones.

What do you need to do to prepare for this change? So, the first thing you need to do is make sure that ad testing and ad copy writing are a priority for the next six months. If you haven’t been putting the time into creating new ads, then that’s definitely something you want to prioritize right now.

I’ll put a link in the show notes to the ad testing process that I recommend everybody follow, but ultimately you’re going to want to have a bunch of expanded text ads created in all of your different ad groups. That way you can turn them off and on in the future as you need to. This is important, because the old ad formats can sometimes work really well. So, I manage several different ad accounts that still have some of the very oldest text ad formats from 10 years ago that convert better than their modern counterparts.

So you never know exactly what is going to resonate best with your customer, so it’s important to test as much as possible. Then you want to have those options available to you as much as possible. So, it’s important to go ahead and get all of those different ads created and in your account now.

I’ll have show notes and a transcript available at jimlastinger.com/36. So, that’s jimlastinger.com/36. Feel free to reach out if you have any questions about Google Ads, Facebook Ads, SEO, or any other digital marketing topics.

Also, I have a bonus for my listeners. I’ve created a free guide that shows you exactly how to manage your Google Ads accounts in just 30 minutes a week. This is the exact process that I teach my coaching clients and includes everything you need to run a profitable ad account. You can download it for free at jimlastinger.com/guide.

That’s all for this week’s episode, I’ll be back soon with another episode of Marketing in 10. Until then, take care, have a great day. See you.

Take control of your Google Ads account. Learn my process for managing your Google Ads account in just 30 minutes a week!

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