[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fsearch-ads-explanation":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":12,"coauthors":13,"class_list":15,"acf":25,"head_links":413,"breadcrumbs":414,"reading_minutes":121,"category":422,"head":425},"2021-12-14T15:38:33",{"rendered":6},"\n\u003Cp>In this guide, we’ve compiled a list of easy to digest ad format explanations, as well as their benefits and disadvantages to help you better understand what all the words mean.\u003C\u002Fp>\n\n\n\n\u003Cp>As someone who’s worked on Search campaigns for a long time now, I can well understand that the jargon and terminology of Google & Bing search formats can be an absolute minefield. Moreover, when you go on your long hunt for answers, you’re met with a brick wall of further jargon, fluff and made up marketing words – fear not! Our guide explains Google’s many search ad types, as well as their pros and cons.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-are-etas\">What are ETAs?\u003C\u002Fh2>\n\n\n\n\u003Cp>The staple of many ad accounts, the ‘ETA’ – or ‘\u003Cstrong>Expanded Text Ad\u003C\u002Fstrong>’ – is the \u003Cstrong>standard ad format within Google Ad accounts\u003C\u002Fstrong>. Made up of three headlines (Each 30 characters long), two description lines (Each 90 characters long), two page paths (two small superficial url additions which help to indicate where the ad is taking the user) and one final URL (where the user is sent), these typically account for the majority of ads seen. \u003C\u002Fp>\n\n\n\n\u003Cp>That being said, these are soon to be no more!\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F12\u002FAn-example-of-an-eta.png?auto=compress%2Cformat&q=90\" alt=\"Conversion rate optimisation | Award winning digital agency | Get in touch today - An example of an eta\" class=\"wp-image-13310\" width=\"379\" height=\"189\"\u002F>\u003Cfigcaption>A classic example of an ETA\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>\u003Ca href=\"https:\u002F\u002Fsearchengineland.com\u002Fgoogle-to-sunset-expanded-text-ads-etas-in-june-2022-374153#:~:text=Beginning%20in%20July%202022%2C%20advertisers,%2C%20Product%20Manager%2C%20Google%20Ads%20.\" target=\"_blank\" rel=\"noreferrer noopener\">By June 2022 ETAs are to be removed by all accounts, with advertisers unable to create or update them from the end of January 2022.\u003C\u002Fa> It is universally considered that these will be replaced by RSA’s (covered below) but nonetheless leaves me with a tear in my eye as I wave goodbye to an old friend.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>Pro’s\u003C\u002Fstrong> – Easy to set up and understand as well as greater control over messaging.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>Cons\u003C\u002Fstrong> – Need refreshing to remain current, being phased out, more difficult to test when compared to RSA’s.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-is-an-rsa\">\u003Cstrong>What is an RSA?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cem>The student has very much become the master! \u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>Launched in 2018, RSAs (\u003Cstrong>Responsive Search Ads\u003C\u002Fstrong>) offer advertisers the opportunity to create \u003Cstrong>an ad that adapts to the individual customer\u003C\u002Fstrong>. Advertisers are offered the opportunity to provide 15 headline variations, four description variations as well as the standard two paths and one final URL. From here Google will automatically test ad variations, typically showing those which perform best.\u003C\u002Fp>\n\n\n\n\u003Cp>That being said, it’s not all plain sailing with RSAs, as we discovered earlier this year… The ‘best practice’ of ‘pinning’ – wherein users pin a specific headline or description in a certain position to ensure it being seen, may not be a best practice at all! As part of our \u003Ca href=\"\u002Fblog\u002Fresponsive-search-ads-best-practices\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">previous blog\u003C\u002Fa>, we found ‘\u003Cem>If you fill up your responsive search ad with 15 headlines and four description lines and pin just one headline, you automatically eliminate more than 93% of your ad testing permutations’.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>To completely contradict myself, however, there are occasions where pinning is necessary, such as legally requiring certain copy to be visible (for insurance or law firms, for example). So it is very much a case of being alert with RSA’s and ensuring that you are constantly looking to provide Google with more options to test to ensure strong results.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>Pro’s\u003C\u002Fstrong> – Enhanced testing capabilities, greater likelihood of relevance to the user.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>Cons\u003C\u002Fstrong> – Less control than standard ETAs, can take more time to create.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-is-a-dsa\">\u003Cstrong>What is a DSA?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Dynamic Search Ads\u003C\u002Fstrong> have been around for a long time now but have really started to come into their own over the last few years as Google ads has provided greater options for advertisers to refine and test DSA content. \u003C\u002Fp>\n\n\n\n\u003Cp>DSAs have the look and feel of regular ads, but with enhanced relevance to the user. Google bases your ad copy around the content of your site, generating a headline and landing page most suited to the user’s search term (Advertisers do have the ability to write their own description lines for DSAs).\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Google bases this content off of three dynamic ad target options:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>Categories\u003C\u002Fstrong> – Pre-selected categories based off of your website content, with users selecting which categories best align with their business.\u003C\u002Fli>\u003Cli>\u003Cstrong>Specific webpages \u003C\u002Fstrong>– Advertisers determine specific webpages for Google to target, with Google basing ad copy off of this,\u003C\u002Fli>\u003Cli>\u003Cstrong>All pages \u003C\u002Fstrong>– Google bases content around the entire site.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>Whilst these can prove very user specific, it does require advertisers to be on the ball with on-site content. Speaking personally, there have been times where I have looked at an ad and realised that what had been pulled was massively irrelevant to the business and that Google had pulled this information from the deep dark depths of the site for all to see. As such, it is crucial for campaigns where DSAs are run to be really ‘on it’ when it comes to negative keywords.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>Pro’s\u003C\u002Fstrong> – VERY specific to the user, Catches search queries you may have missed.\u003C\u002Fli>\u003Cli>\u003Cstrong>Cons\u003C\u002Fstrong> – Require advertisers to be much more focused with negative keyword lists, capable of showing content you may not want seen.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-are-call-only-ads\">\u003Cstrong>What are Call Only Ads?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>I’ll keep these guys short and sweet as their role is in the name. \u003Cstrong>These ads (which show only on mobile) allow users to directly call your business, rather than visiting your site.\u003C\u002Fstrong> These ads are made up of two headlines, two description lines, a ‘business name’ and unsurprisingly a phone number.\u003C\u002Fp>\n\n\n\n\u003Cp>It is crucial to consider these slightly differently to standard search ads as the focus is on direct calls rather than website clicks. Taking this into account, the user has the potential to be less informed as they have not had the opportunity to visit your site.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>Pro’s\u003C\u002Fstrong> – Direct phone calls, easier for customers to contact your business.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>Cons\u003C\u002Fstrong> – Only shown on mobile, potential to have ‘less informed audience’\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n \n\n\n\n\u003Cp>Well that’s all from my whistle stop tour of search ad formats and hopefully I have been able to cut through any ‘Googleisms’ and help explain what each ad format is all about. Of course, for help and information on any Google ads services, feel free to \u003Ca href=\"\u002Fget-in-touch\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">get in touch today!\u003C\u002Fa>\u003C\u002Fp>\n",false,"standard",[10,11],66,40,[],[14],135,[16,17,18,19,20,21,22,23,24],"post-13302","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beginners-guides","category-ppc",{"page_content_modules":26,"hero":140},[27,93],{"acf_fc_layout":28,"reduced":29,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":29,"title":30,"content":6,"authors":31},"blog_post_content",true,"What’s That Again?: A Search Ads Explanation",[32],{"id":33,"path":34,"display_name":35,"job_title":36,"description":37,"avatar_url":38,"acf":39},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This post may have been written by a past member of the Impression team, or be a collaboration of us all. We hope you like it!","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":36,"full_bio":36,"specialist_service_links":7,"photo":40},{"ID":41,"id":41,"title":42,"filename":43,"filesize":44,"url":45,"link":46,"alt":36,"author":47,"description":36,"caption":36,"name":48,"status":49,"uploaded_to":44,"date":50,"modified":50,"menu_order":44,"mime_type":51,"type":52,"subtype":53,"icon":54,"width":55,"height":55,"sizes":56},12476,"Impression-Icon","Impression-Icon.jpg",0,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&q=90","\u002Fimpression-icon\u002F","12","impression-icon","inherit","2021-11-02 16:49:21","image\u002Fjpeg","image","jpeg","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",500,{"thumbnail":57,"thumbnail-width":58,"thumbnail-height":58,"medium":59,"medium-width":60,"medium-height":60,"medium_large":61,"medium_large-width":62,"medium_large-height":62,"large":63,"large-width":64,"large-height":65,"1536x1536":66,"1536x1536-width":67,"1536x1536-height":67,"2048x2048":68,"2048x2048-width":69,"2048x2048-height":69,"post-thumbnail":70,"post-thumbnail-width":71,"post-thumbnail-height":72,"12_col":73,"12_col-width":74,"12_col-height":75,"default_landscape":76,"default_landscape-width":77,"default_landscape-height":78,"default_portrait":79,"default_portrait-width":78,"default_portrait-height":77,"6_col_and_margin_short":80,"6_col_and_margin_short-width":71,"6_col_and_margin_short-height":75,"11_col_and_margin":81,"11_col_and_margin-width":82,"11_col_and_margin-height":75,"9_col_rectangle":83,"9_col_rectangle-width":84,"9_col_rectangle-height":85,"11_col":86,"11_col-width":87,"11_col-height":75,"staff_image_696_600":88,"staff_image_696_600-width":89,"staff_image_696_600-height":78,"rectangular_thumbnail":90,"rectangular_thumbnail-width":91,"rectangular_thumbnail-height":92},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=200",200,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=768&q=90&w=768",768,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1536",1536,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=2048",2048,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,600,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",696,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":94,"reduced":29,"top_overlap":95,"bottom_underlap":95,"disable_observer":-1,"heading":96,"cta_text":97,"cta_link":98,"items":99},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[100,116,128],{"type_key":17,"title":101,"excerpt":102,"to":103,"postedAt":104,"readingTime":105,"image":106,"authors":107,"category":113},"What’s new in Paid Media: August 2026 industry updates","\u003Cp>Whilst for many of us the summer holidays are in full swing, the ad platforms haven’t taken a single day off. If you’re just heading back to the office after a stint at the beach, here’s what you missed in August. Meta AI rolls out campaign analysis and optimisation in Ads Manager Meta has built […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-august-2026-industry-updates\u002F","2026-09-01T12:00:26",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[108,110],{"name":109,"image":38},"Joe Turnbull",{"name":111,"image":112},"Akshaya Korada","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FAkshaya-Korada.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":114,"name":115},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":17,"title":117,"excerpt":118,"to":119,"postedAt":120,"readingTime":121,"image":122,"authors":123,"category":127},"What’s new in Paid Media: July 2026 industry updates","\u003Cp>The sun’s finally out, but paid media hasn’t slowed down to enjoy it. Here’s what’s been going on while you were meant to be on the beach. Reddit upgrades Ads Manager with Split Testing and an AI ad generator A Free-form Ads Generator is entering beta, which uses Reddit Community Intelligence to scan your website, […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-july-2026-industry-updates\u002F","2026-08-04T11:16:31",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fgetty-images-BRL3vv9p-Fw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[124,126],{"name":125,"image":38},"Harry Clements",{"name":111,"image":112},{"to":114,"name":115},{"type_key":17,"title":129,"excerpt":130,"to":131,"postedAt":132,"readingTime":133,"image":134,"authors":135,"category":139},"What’s new in Paid Media: June 2026 industry updates","\u003Cp>Welcome to the latest blog from the  Impression Paid Media Team, where we uncover the latest news and trends to help you stay ahead of the curve. Keep reading to discover: Google Delays the move from Dynamic Search Ads to AI Max Google surprised advertisers in June by delaying the automatic migration of Dynamic Search […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-june-2026-industry-updates\u002F","2026-06-24T11:26:41",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fandrey-grinkevich-0x6RTts1jRU-unsplash-1.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[136,137],{"name":125,"image":38},{"name":138,"image":38},"Jennifer Shin",{"to":114,"name":115},{"type":141,"style":142,"heading":30,"date":4,"updatedAt":143,"reading_minutes":121,"image":144,"imageAlt":30,"categories":145,"collections":412},"blog-post","light","2022-02-07T16:48:11","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F12\u002FSearch-Ad-Explanations-Feature-Image.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[146,327],{"id":10,"count":147,"description":148,"link":149,"name":150,"slug":151,"taxonomy":152,"parent":44,"meta":153,"acf":154,"head_links":155,"resource_count":44,"yoast_title":156,"yoast_meta":157,"yoast_json_ld":201,"_links":299},28,"\u003Cp class=\"p1\">Getting started in digital marketing can be daunting. With so much information around, how do you know where to start, and what will help your business grow the most?\u003C\u002Fp>\r\n\u003Cp class=\"p1\">Our beginners' guides can help. Whether you're just starting in your digital career, you're looking to learn more about digital techniques as part of a broader marketing role, or you're a business owner who wants a better understanding of the online opportunities available, you'll find everything you need here.\u003C\u002Fp>","\u002Fblog\u002Fcategory\u002Fbeginners-guides\u002F","Beginners' Guides","beginners-guides","category",[],{"hidden":29,"sub_title_override":36,"title_override":36},[],"Beginners' Guides to Digital Marketing | Impression",[158,160,163,166,169,172,175,177,179,181,184,187,190,193,195,198],{"property":159,"content":156},"title",{"property":161,"content":162},"description","Looking to learn about digital marketing? 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