Advertisers now have five additional months to migrate their expanded text ads to RSAs.

The new extended deadline. In April we reported that Microsoft was extending the original June 30 deadline to August 29. Today Microsoft announced that they were once again, extending that deadline to February 1, 2023. Microsoft says the extension is in response to advertisers need for more time.

Expanded Text Ads (ETAs) will continue to serve with RSAs but advertisers will no longer be able to create new or edit existing ETAs.

What Microsoft says. Microsoft says that advertisers who have switched from ETAs to RSAs see an average of 7% conversion rate improvement in their performance.

You can read the announcement here.

RSA best practices. If you’re still migrating your ads, Microsoft suggests the following best practices:

Why we care. Advertisers who haven’t migrated their campaigns yet have a few more months to get it done. Microsoft won’t support ETAs after February, so migrating as soon as possible will help prevent your ads from being auto-updated, or dropping in performance.

About The Author

Nicole Farley is an editor for Search Engine Land covering all things PPC. In addition to being a Marine Corps veteran, she has an extensive background in digital marketing, an MBA and a penchant for true crime, podcasts, travel, and snacks.

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