What can you do to stay relevant?
You may have already heard about how Google is keeping up with trends and introducing automation. You have around eight months to doll up your Google Ads accounts. Google is phasing out ETAs and introducing Responsive search ads as a default for your ad strategy. What does it mean? Don’t panic, we got you.
From July 2022, you won’t be able to add new ETAs. However, you can keep the current ones – meaning you will be able to run them or test them, but you won’t be able to edit them anymore. This means that more of your attention should be brought to creating a bunch of headlines and texts for your RSA which Google will be automatically running and testing for you. That doesn’t have to be a bad thing, but the discrepancy in the control you have now and will have in the future is more than obvious. However, Google’s algorithm should take care of you and offer ads that perform the best. Also, you have the option of pinning the titles you want Google to use more for the RSAs.
How to prepare?
Give Google everything it needs
Use all fifteen headlines and the four descriptions. It will give you the most effective combinations. Use a variation of copies to prevent Google from using repetitive combinations – and you don’t want that, do you?
Know your audience
When writing a copy, customize it for your audience. You can also use Dynamic Location Insertion and Dynamic Keyword Insertion in your headlines which help you by using the location and the keywords that triggered an ad.
In conclusion, there is not much you can do except prepare. Keep your ad accounts organized and updated, check your ETAs before July 2022, do your research – and hope for the best.