Why Is Everyone Talking About ETA And RSA?
Google Ad campaigns help you attract new customers interested in your services or products offered. An advertiser can run several ad campaigns on the vast area of Google and other platforms. There are two different networks convenient for ad campaigns. One is the Search network and another one is the display network.
- Search Network includes search result pages of Google and other Google sites like Google Maps and other partnering search sites where your ad can appear.
- Display Network includes Youtube, websites, articles consumers regularly browse for entertainment or other valuable purposes. You can outreach your target audience here.
But being an advertiser, one should know that not all campaigns run on every platform. You cannot run dynamic search ad campaigns, product ad campaigns, call-only ad campaigns on display network platforms. On the other hand, responsive display ad campaigns are only made for display networks. To get out from this hotchpotch, people started to prefer such ad campaign that runs smoothly on both of search network and display network.
ETA or Extensive Text Ad appears on search and display network at the same time. It is also mobile optimized. if you see all the parameters, ETA keeps on ticking all the requirements for being a user-friendly Adwords API (Application Programming Interface).
But Google has announced that ETAs cannot be created or edited after June 2022. Google will shift to RSA (Responsive Search Ad) from ETA. The advertisers can still be able to see the ad strength of previously created ETAs. The major differentiation between ETA and RSA is
RSA is displayed with 3 headlines and 2 descriptions about the products or services at the serve time and ETA is displayed with 2 headlines and only 1 description at serve time. In both cases, the headlines will be separated with vertical pipeline bars.
The reason behind the shift is to target the right audience and ensure a positive response for specific search queries. But the problem with RSA is that it is automatically congested because it is pulling from various headlines and descriptions. It will be tough for advertisers to understand the nature of RSAs and it is working towards the marketing goal or not. Google has advised using at least one RSA from now on in every search ad campaign. In the meantime, create such well-built ETAs that will keep giving constructive outcomes in the upcoming days.
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