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Google Ads Guide: How to Take Advantage of Responsive Search Ads
Posted: 2020-08-19

Flirting with the idea of ​​implementing responsive ads on the Google Search Network? Look no further. Here's the guide you need to push yourself in the right direction.

In this blog we will cover:

What are RSA?
How to add RSA to your account
Best practices
How to measure the impact of RSA
Get the most out of your RSA
Have you ever wondered which ad copy resonates best with your target audience?

“ Yes! you exclaim. " Every day. "

Have you ever spent hours creating ad copy to align perfectly with your landing pages to improve the quality score?

“ Of course! " You're kidding, " I'm a paid media marketer after all! "

… But then spend even more hours setting up endless A / B testing to determine if “Learn More” generates more value than “Get Insights”?

“ Well, yeah, but… I still don't know how 'Request a Demo' compares… ”, you reflect as you sip your third morning coffee.

And then when you go to measure performance, you don't know if click-through rate (CTR) or conversion rate (CVR) should be the measure of success (KPI)?

“ Version A gets a higher CTR, but version B generates a more efficient CVR. Hmmm. But then the C version seems to get a better cost per lead (CPL)? Guess I'll pick one and ride with it? "

And it has been so since the dawn of time.

But all of a sudden a bright light shines on your face and a voice rumbles from the clouds, " Listen, you don't have to live in misery anymore. I, the almighty Google, hereby grant you the free responsive search ads! "

“ Wow! "you are thinking to yourself." I wonder what responsive Search Ads are? Where do I start ?! "

“ Have no fear! ", The voice of Google booms," this blog post will give you the tools to change your habits and join the paid search automation movement. "

What are RSA?
“Responsive Search Ads allow you to create an ad that adapts to show more text and more relevant messages to your customers. "- Google" - Michael Scott

Responsive Search Network (RSA) ads allow you to enter multiple headlines and descriptions that Google will automatically test through its machine learning algorithm to show your customers the combination of ads that is most relevant to their needs and most USA Phone Number List . improve performance (i.e. endless ad combinations and setting up tedious experiences.)

The RSA ad type allows up to 15 titles and 4 descriptions . Google takes this copy and combines thousands of potential variations into an Extended Text Ad (ETA) format to display in search results (up to 3 titles and 2 descriptions) suitable for each user's search.

With the expansion of close match variants by Google over the past year, automated ad copy like RSA has become a critical way to reach customers with relevant messages, as your ads are more likely to serve for broader search queries.

The advantages include:
Time saved by setting up and testing ad copy for account strategy.
Google tests thousands of ad variations and offers customers the ads that are most relevant to their needs.
Ads are more flexible and adapt to the width of devices.
Ads reach more customers because ad combinations allow you to respond to more search queries .
More clicks and potentially conversions because you participate in more auctions.
The end goal of RSA is to match customer intent while broadening the reach of your campaign to improve performance.