The digital advertising market is undergoing a major shift in 2022, with Google’s decision to discontinue its expanded text ads starting in June. Known for its constant innovations in SEM and the digital economy, Google appears to be refocusing its efforts on formats better suited to mobile behaviors and the modern user experience. In 2025, this transition will impact not only advertisers’ strategies, but also the way they approach their scraping/la-polyvalence-du-scraping-un-outil-mille-possibilites/">marketing and SEO campaigns. This change comes at a time when competition for visibility on Google is becoming increasingly intense, and where mobile advertising and voice search are driving the evolution of ad formats. The end of expanded text ads isn’t just a simple elimination, but a strategic step aimed at prioritizing responsive ads and personalization to optimize ROI. For marketers, this is an opportunity to revisit their approach to paid search and integrate innovative levers to continue standing out in a constantly evolving digital economy. This brings us today to explore this major transformation in depth, its concrete implications, and how to adapt to remain effective in the face of the new digital marketing landscape.Discover expanded text ads, which offer increased visibility for your online advertising campaigns. Improve your click-through rate with enriched formats and engaging messages, tailored to capture the attention of your target audience.Text ads: definition, role, and challenges in digital strategy
Increased visibility in search engines
Clear and precise message for the userEase of campaign creation and managementAdaptability to mobile devices
Format-specific limitations that sometimes hamper creativity
- The challenges of using text ads therefore lie in their ability to evolve with new practices, while maintaining solid performance in the face of the rise of other formats, particularly AI and video. The challenge for marketers lies in finding the right balance between simplicity, innovation, and constant adaptation to an environment where competition continues to intensify. The end of expanded text ads, scheduled for June 2022, is forcing a complete rethink of how to use these formats in an overall digital scraping/la-polyvalence-du-scraping-un-outil-mille-possibilites/">marketing strategy. Key Features
- Descriptions
- Potential Impacts
- Current Format
- Up to
3 headlines
| of 30 characters, 2 descriptions | More information possible | , but rigid format |
|---|---|---|
| Planned Transition | Move to responsive ad format (RSA) and other innovative formats Better adaptation to mobile devices and modern behaviors | More information on the ETA formatThe reasons behind the planned end of expanded text ads in June 2022 |
| Google is not making this change lightly. Several reasons explain the end of expanded text ads, including | changing consumer behavior | and the need to keep up with trends in the digital advertising market. In 2025, the majority of searches will be conducted via mobile, and user experience is more important than ever. Responsive ads, which dynamically adapt to each user, have become essential. Their ability to incorporate different formats, images, and extensions allows for maximum campaign relevance. Furthermore, Google wants to emphasize more engaging and less boring formats than these long text lists. Digital scraping/la-polyvalence-du-scraping-un-outil-mille-possibilites/">marketing is moving towards greater interactivity, particularly with the integration of videos or images in ads. The rigidity of ETAs, with their limited character size, prevents these new engagement strategies from being fully exploited. Their removal also aims to streamline the advertising platform, eliminating these old formats in favor of more efficient solutions. |
Responding to new user expectations
Moving toward richer and more visual formats
Optimizing for mobile and voice search Standardizing formats to simplify campaign management Better integration into cross-channel strategies
This shift is part of a context where Google wants to simplify the user journey while increasing advertising effectiveness. To learn more about how this change concretely impacts campaigns, visit this article. Discover everything you need to know about expanded text ads: their importance in digital marketing, how to create them effectively, and maximize your ROI with optimal techniques. Boost your advertising campaigns today!
- How to adapt to the removal of text ads in June 2022: strategies and best practices
- Effectively preparing for this transition involves a complete overhaul of Google Ads campaign management. The first step is to migrate to responsive formats, which have been gaining popularity since 2022. These more flexible ads adapt to all screen sizes, especially mobile. Their main advantage is their ability to combine text, images, and extensions, thus maximizing relevance and click-through rate (CTR).
- Next, you need to optimize each element of these ads while respecting the new character limits: up to 15 headlines of 30 characters each, and several short descriptions. To take advantage of this flexibility, prioritize the inclusion of strategic keywords in the first headline, which primarily captures the attention of the target audience. Automated A/B testing tools can also help you determine the best-performing messages.
- Here are some key techniques to excel in this context:
- Integrate relevant keywords from the first headline 🤓
Use dynamic personalization to adapt ads to each user 🎯 Think mobile-first: each campaign must be optimized for the mobile experience 📱Test different formats to refine the SEM strategy 💡
To learn more about the migration to these new formats, check out this article, which details each step. These strategies ensure you don’t lose visibility and even achieve better performance in a context where the digital economy is constantly pushing for innovation.
Discover how expanded text ads can improve your online advertising strategy. Learn how to create eye-catching and optimized messages to attract more customers.The Impacts of the Elimination of Expanded Text Ads on Marketing Strategy in 2025This major development is disrupting advertisers’ habits and modern marketing tactics. SEO and SEM professionals must now rethink their approach, notably by integrating more visual and interactive content into their campaigns. The optimization strategy is becoming more complex but, above all, richer, as multiple formats and media must be considered.
From an economic perspective, this transition requires a reallocation of budgets to prioritize the creation of multimedia content, rather than relying exclusively on text. The ability to track campaign performance also requires more sophisticated tools capable of analyzing all formats differently. This adds a level of intelligence and precision to advertising campaign management.
A recent study indicates that, despite the end of ETAs, mobile advertising continues to grow, representing more than 70% of investments by 2025. The need to adapt is becoming imperative to stay in the race for ROI. Key Elements
- Concrete Impacts
- Examples
- Formats
- Foster responsive and visual ads
- Integration of images, videos, extensions
Budget Reallocation toward multimedia content creation Investments in video or graphic production
Vous avez un projet spécifique ?
Kevin Grillot accompagne entrepreneurs et PME en SEO, webmarketing et stratégie digitale. Bénéficiez d'un audit ou d'un accompagnement sur-mesure.
Better adaptation to user behavior
Increased CTR and conversion rate
Advertisers who anticipate these changes by focusing on the quality and diversity of content will have a clear advantage for 2025. This is particularly true with the rise of “responsible advertising” strategies and enhanced audit measures to optimize overall performance.
Frequently asked questions about the end of expanded text ads: what you need to know
| Why is Google removing expanded text ads? | The decision aims to modernize the advertising offering, favoring richer, more interactive, and mobile formats, to improve the user experience and campaign ROI. What formats are replacing ETAs? | Primarily responsive ads (RSA), which offer automatic adaptation to users’ devices and contexts, including the integration of videos, images, and various extensions. |
|---|---|---|
| How to prepare your campaign for the end of ETAs? | You need to start migrating to responsive formats, optimizing your text and visuals, while respecting the new character limits and adapting your landing pages to mobile devices. | What are the risks if I don’t adapt? |
| Loss of visibility, reduced traffic, and decreased ROI. The competition won’t wait if your strategy doesn’t evolve accordingly. | For more information, see this dedicated article. | Source: |
| www.info-ecommerce.fr |
📋 Checklist SEO gratuite — 50 points à vérifier
Téléchargez ma checklist SEO complète : technique, contenu, netlinking. Le même outil que j'utilise pour mes clients.
Télécharger la checklistBesoin de visibilité pour votre activité ?
Je suis Kevin Grillot, consultant SEO freelance certifié. J'accompagne les TPE et PME en référencement naturel, Google Ads, Meta Ads et création de site internet.
Checklist SEO Local gratuite — 15 points à vérifier
Téléchargez notre checklist et vérifiez si votre site est optimisé pour Google.
- 15 points essentiels pour le SEO local
- Format actionnable et imprimable
- Utilisé par +200 entrepreneurs
