What are Responsive Search Ads?
Responsive Search Ads (RSAs) are an ad format in Google Ads that automatically adapts to show a user the most relevant message based on their search queries.
Using Google’s machine learning algorithms, ads are dynamically tested by displaying various combinations of headlines and descriptions. The goal is to find the best-performing ad copy for each user, based on the query, device, location, and browsing behavior.
How do responsive search ads work?
Before Responsive Search Ads, Google had Expanded Text Ads, which were limited to three headlines and two descriptions per ad.
With Responsive Search Ads, you provide headlines, descriptions, a final URL and display path, and Google then leverages its machine learning algorithms to test different combinations of headlines and descriptions.
Components of a Responsive Search Ad
- Headlines: Up to 15 different headlines, each up to 30 characters. Google dynamically chooses which headlines to display based on relevance and past performance.
- Descriptions: Up to 4 descriptions, each up to 90 characters long. Google will select 2 descriptions to display alongside your headlines.
- Final URL: The landing page where users will arrive after clicking on your ad. Ensure it aligns with the messaging in your ad for optimal performance.
- Display Paths: This is optional, but you can customize the display URL to match your ad’s content to improve relevance (and hopefully improve CTR).
How do you create a Responsive Search Ad?
See below for a step-by-step guide to creating a new responsive search ad:
- Log Into Google Ads: Start by accessing your Google Ads account.
- Select your campaign/ad group. After logging in, select the campaign and ad group where you want to create the Responsive Search Ad.
- Go to “Ads” and create a new ad. Within the ad group, click on “Ads” and click the blue “+” button and select “Responsive Search Ad” from the dropdown menu.
- Enter your headlines. Write up to 15 headlines that vary in tone and approach. Make sure to include target keywords in a few of them, highlight your unique selling propositions (USPs), or show how you solve a user’s problem.
- Note: you can pin headlines if there are specific messages (e.g., your brand name or primary offer) that you want to ensure always appear in certain positions.
- Add your descriptions. Write up to 4 descriptions. Each description should be distinct, highlighting various features, benefits, or calls to action. Avoid redundancy and make all combinations provide unique value, since these will be mixed and matched together.
- Add Final URL and Display Path(s). Next, input a landing page URL that your ad will lead users to after the click. The landing page should match the ad’s content. You can also customize the display URL to align with your ad copy and keywords (e.g. fraudblocker.com/stop-fake-leads)
- Review and save your ad. Review the Ad Strength indicator that Google provides. Aim for an “Excellent” rating by maximizing the variety and relevance of your headlines and descriptions. If you’d like to optimize, review Google’s suggestions to improve your ad strength. When ready, click Save.
Linking existing Google Ads accounts to your Manager Account enables consolidated management, streamlining the oversight and strategic planning across multiple accounts.
Adding New Accounts
- Navigate to Tools & Settings: In the Manager Account dashboard, find “Tools & Settings”.
- Linking New Accounts: Select “Linked Accounts”, then click on “Link new accounts” to begin adding new Google Ads accounts.
- Enter Customer IDs: For each new account, input the Google Ads customer ID and follow the prompts to complete the linking process.
How can I optimize my responsive search ads?
While Responsive Search Ads are designed to be adaptable, it’s important to monitor and optimize them regularly to get the best results. Follow these optimization tips:
Analyze asset performance
After running for some time, Google will rank each asset as “Best,” “Good,” or “Low.” Replace underperforming headlines or descriptions with new variations to improve the ad’s overall performance.
Improve ad strength
The Ad Strength indicator is a valuable tool for enhancing your ads. Aim for more variation in your headlines and descriptions, include target keywords, and diversify your messaging.
Note that ad strength is just an “indicator” and not a rule. If an ad is performing well, but has a “good” rating, that is perfectly fine and you do not have to make adjustments.
Test multiple Responsive Search Ads
Don’t limit yourself to just one ad per ad group. Run several RSAs simultaneously, testing different combinations of keywords, CTAs, and promotional messaging to determine the best performers.
Use ad extensions (assets)
Improve your ad’s visibility by utilizing sitelinks, callouts, structured snippets, price extensions, and more. These can boost CTR and provide additional information to potential customers.
Frequently asked questions
Did Responsive Search Ads replace Expanded Text Ads?
Yes. Google Ads phased out the ability to create new Expanded Text Ads in June 2022. Responsive Search Ads are the default search ad format due to their flexibility and machine learning optimization capabilities.
Can I control which headlines or descriptions appear in my ads?
Yes, you can use the pinning feature to fix specific headlines or descriptions to certain positions in your ad. However, try not to overuse this feature, as it can limit the flexibility and the number of combinations Google can test, potentially hindering optimization.
What is "ad strength", and why is it important?
Ad Strength is a metric Google provides to help you evaluate the relevance, quality, and diversity of your ad content, and ranges from “Poor” to “Excellent”. A higher ad strength indicates that your ad is more likely to perform well.
What happens to poorly performing assets in responsive search ads?
If an asset is rated as “poor”, Google’s machine learning reduces the serving frequency of low-performing asset combinations. This is why it’s important to periodically review asset performance reports and replace or edit underperforming headlines and descriptions.
Related glossary terms:
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