If you haven’t heard already, in July of 2022, Google plans on phasing out expanded text ads (ETAs), an ad format that has been around literally as long as Google Ads itself, which came out in October of 2000.
The reasoning behind this action is simply due to the industry-wide trend moving towards automation. Once ETAs have finally disappeared, responsive search ads will effectively take its place as the new default type of search ads.
What will this mean for search marketers? What will you do to prepare your accounts when the light switch on ETAs are finally switched off?