Tired of identifying the best headlines and descriptions that fit best to customer search terms for your Google Ad Campaigns?

Don’t worry!

We’ve got a much easier way. 

Wanna know?

Google’s Responsive Search Ads (RSAs). This text ad allows you to add multiple headlines and descriptions tested by Google’s machine learning and turn into relevant customized ads based on the search query. 

In this blog we’ve mentioned

  • A detailed look at what responsive search ads are
  • best practices and tips to get you most out of your RSAs. 

Who are we? Softvira is a custom software development company, experienced in providing a wide range of effective IT services with a team of professional managers, writers, developers, designers, etc.

Based on personal experience and extensive research from authentic sources, we’ve presented you with the list of 7 actionable practices for Responsive Search Ads for your Google’s Ads PPC search campaign.  

What are responsive search ads?

Generally speaking, Responsive Search Ads are the most flexible search ad format that automatically adapts to show the right message to the right customer.  

In other words,

It’s a machine learning-powered system that generates ads with customized messages at scale, saving marketers time, and efforts, and delivering the best results. 

After 30th June 2022, when you were no longer able to create or edit expanded text ads, RSAs are the only form of creating new ads inside a standard search campaign. This change will simplify the way of creating ads and make it easier to convey the relevant ad to the customers. 

You can add approximately 15 different heading and 4 different descriptions while creating an ad. In addition, with RSAs, you can provide multiple descriptions and heading options to Google that match the search queries and other proprietary data, which is an effective way to serve the most useful ads to users.

According to research, advertisers who switch from ETAs to RSAs, whereas using the same assets, experience an average of 7% more conversion at the same cost per conversion.

Best practices for Google responsive search ads:

Now as we have discussed the basics of RSAs, let’s discuss the 7 RSAs best practices to create impactful ads. 

  • Add concise and unique headlines and descriptions:

For RSAs, you should need to have at least 3 headlines and 2 descriptions to show. However, while creating ads responsive search ads allow for more variants and testing as compared to expanded text ads. You can add up to 15 headlines and 4 descriptions at once.

Difference in Expanded Text ad & Responsive Ad

Create at least 8-10 headlines and 3 descriptions to have more ad combinations. And more combinations equals to increased ad relevance and enhanced ad group performance.

  • Highlight unique points in each headline and description:

Headlines and descriptions are important assets and they must be unique from each other and work together when they are shown in different ad combinations. Google won’t even represent your responsive search ad if your headline and descriptions are too similar or too boring. 

Following are the tips for adding headlines and descriptions:

  • Use action-oriented words in your descriptions or include call-to-actions phrases to motivate people to act when they see your ads. 
  • Add three popular keywords in at least two of your headlines to increase the ad’s visibility. You can use Google’s search terms report and keyword insertion to pick the popular search terms. 
  • Highlighting unique selling points such as product or service benefits, and features, in your headlines and descriptions can help people to make an informed purchase decision. 
  • Create your headlines and descriptions of different lengths and make sure you don’t max out the character count. Google’s system would test both long and short headlines.
  • Make sure you have three headlines that do NOT include your keywords. This will prevent your ads from getting overly repetitive.
Ads Responsive Cheat Sheet
  • Pin key elements to specific positions to optimize visibility:

Pining is the new concept introduced by responsive search ads. 

Responsive search ads test different headlines in different positions to see how they perform in headlines. This enables Google to find the most accurate message for different users, keywords, and devices they search on. 

To control the position of text in the ad, you can pin the headlines and descriptions to specific positions. As every headline, won’t show up every time, and if you have a specific message that you always want to include in your ad, then you can make sure that it always shows up by pinning that headline or description. 

Key Factor:

However, keep in mind that headline 2 or 3 won’t always show up, so pinned messages in those positions won’t always be part of RSA.

Pinning Ad headlines for better optimization in Google Ads
  • Pin sparingly:

Pinning headlines and descriptions can be an effective way to optimize your visibility, but if you use it excessively then it might harm your ad’s performance. 

Pinning will make sure the significant part of your ad always shows, however, they also prevent messages and automatic variant testing that Google performs for responsive search ads. According to Google, it is not recommended for most advertisers, because it limits the number of ad combinations that can be matched by custom search terms. Pinning multiple headlines and descriptions in fixed positions can reduce the effectiveness of using this ad format of serving several ad combinations.  

Pinning one headline can reduce the amount of testing Google can perform on RSAs by over 75%, and pinning two headlines can reduce it by over 99. 5%. 

  • Test your Ad copy:

With an ad copy you can determine which one of your ads in an ad group is performing well and assisting you to accomplish your goals better after running and displaying them equally at the same time.

In this way you can distinguish between ads you want to continue running or the ads you want to pause based on their performance.  

You can also use a free Google Ads performance Grader to see which one of your ads is performing well among combinations. 

  • Landing Page Optimization:

The page that appears after when your customers click on your ads is referred to as the landing page. It has a huge impact on your advertising effectiveness and budget, which means it is important to make relevant landing pages, because if your landing page causes customers to leave constantly without making any action, it may cause your ads to show less often or not show up at all. 

To make it more applicable you can match the same keywords and call-to-actions on your ads to your landing pages. 

Enhance your responsive search ads today!

Considering this developing perspective, it has become crucial for marketers to show up at the right time and right place in the consumer’s Search journey. For this, using machine learning-powered tools such as RSAs in your PPC campaigns can help you to increase clicks, CTR, and improve the performance of your Google Ads. 

There are a few best fundamental practices to employ that can help you take advantage of your RSAs, such as using a maximum number of unique and distinct headlines and descriptions, pinning them very sparingly, testing out only one RSAs per ad group, optimizing your landing pages, and keep running at least one ETA.  

At Softvira, we offer you a team of digital marketing specialists to perform the most effective ad management services for your brand that will drive more customers to your site.