We’d like to inform you that Microsoft is deprecating ETAs (Expanded Text Ads) on August 29th, 2022. Moving forward, the platform will only support RSAs (Responsive Search Ads). As Channable is currently only supporting ETAs for Microsoft, this means that after August 29th, you will not be able to use our Microsoft Ads generator anymore.
Why is Channable not supporting RSAs for Microsoft Ads?
With Microsoft’s improvements in the Google Ads importer, the number of customers using Microsoft Ads directly via Channable is quite limited. This importer makes it easy for you to copy Google campaigns to Microsoft, including both RSAs and Shopping campaigns. This approach gives you the flexibility you need to set up campaigns directly from Google. This video explains how the importer works.
To create value for our customers, we will continue focusing our development capacity on shipping exciting new features for Google, which you can directly copy to Microsoft. This will be an easy way to expand your online advertising reach.
What will be happening to my current Microsoft Ads Campaigns in Channable?
Expanded Text Ads will continue serving along with RSAs, but Microsoft will no longer support the ability to create new or edit existing Expanded Text Ads. For this reason, we decided to completely disable creating Microsoft Ads in our tool starting with August 29th. We strongly recommend making your last changes before this deadline.
What if I don’t want the same campaign structure as my Google Ads?
We’ve found that an option that works for some of our customers is creating a separate Google Ads Generator in Channable and naming it “Microsoft Ads”. In the settings, you can change the Google Ads status to “Send as enabled, send campaigns as paused”.
Next, you can use the Google Ads importer in the Microsoft Ads account and define a Microsoft automation rule to activate the campaign in your Microsoft Ads account. Check out this video to learn how these automation rules work.
Will Channable decide to add Microsoft Ads again in the future?
In our research, we learned that marketers are only spending a small part of their budget and time on Microsoft Ads, making large investments in this space challenging. We’ve found that the workaround of the Google Ads importer is a good alternative for most of the use cases.
We will still keep a close eye on this space, so please let us know if you see opportunities for Channable to differentiate from the Google Ads importer.
If you have any questions about this change, our support team is happy to help.