Google Responsive Search Ads: What you need to know

June 30 is not far away. At this point, Google will stop expanding text ads (ETAs).

Google contributed a lot of time, advice, and resources to preparing the ETA’s successor, Responsive Search Ads (RSA).

Are you ready? Read this guide to get tips and understand how this conversion can affect your paid search campaigns.

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Conversion details

Effective June 30th, advertisers will no longer be able to create or edit ETAs in Google Ads.

However, existing ETAs can continue to run with RSA.

Advertisers may still pause and resume these ads by following the instructions in the report that Google Ads will provide.

What is RSA?

RSA is Responsive Search Ads. Advertisers upload multiple headlines and descriptions and then let Google’s machine learning optimize their ad versions in real time. The goal is to increase engagement (click-through rate).

Google allows up to 15 different headlines and up to 4 descriptions to be considered when creating ad combinations that appear in search results.

Think of all the possibilities of Google’s machine learning for optimizing advertising messages. With over 43,000 different variations to keep your message fresh and your ad engagement uphill.

Over time, the system tailors ad versions based on a user’s browsing behavior, device preferences, and other signals to deliver the right version at the right time. The result is exactly the same as the ETA, with up to 3 headlines, 2 descriptions, and a display URL.

Google initially introduced RSA in beta in 2018 and continued to expose changes to advertisers.

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Notifications have been popping up across the Google Ads platform over the past few months. These notifications are usually displayed while creating a new ad or editing an existing one.

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RSA became the default ad type for Google Ads on February 18, 2021.

Advantages of RSA

Yes, there are some downsides to this conversion. For example, advertisers have less control over ad combinations and less visibility into which combinations perform best.

But there are reasons to be excited. Here are three big benefits:

  • It can save you time. After RSA’s initial planning, you can save a lot of time on creation, testing, and analysis previously used for new versions of ETA.
  • Performance is improved. Advertisers are already seeing improved click-through rates associated with RSA. As the system is optimized and trained, click-through rates increase and the best performing version takes precedence.
  • Optimization is done in real time. As learning progresses, the system gets smarter at performing at its best. This will allow your ads to engage consumers and optimize over time.

How do conversions affect your search ad strategy?

Use your knowledge of what worked best for ETA and pass it on to RSA.

All the work and testing we’ve done with this update will pay off.

You might think that the best performing ETAs should stop performing and pause immediately. That’s not true.

Instead, you should keep running the best ETAs. Analyze each ad group’s performance against RSA.

Now is the time to think about all the headlines and descriptions you’ll use for RSA. As Google puts a lot of effort into combinatorial optimization and testing, you need to provide Google with the most effective marketing message.

Lack of control over the union requires strategic planning and attention to what is possible.

How to write an effective RSA

Google Create effective search ads. All of these suggestions should be considered when writing your RSA.

The most important things when writing an effective RSA are:

The headlines are bread and butter.

Headlines make your ad stand out and lead potential customers to click on your ad compared to competitors’ ads. they also have important It affects how Google ranks ad quality.

  • Keep your headlines unique. Google doesn’t show headlines that are too similar. Duplicate headlines limit the number of combinations Google can serve.
  • Include keywords in 5 or more headlines. To maximize your Ad Quality Score, Google provides: Dynamic Keyword Insertion To insert keywords directly into your headline
  • Include 3 headlines with no campaign keywords. These headlines may include certain call-to-action exclusive discount offers, where available.
  • Combine short and long headlines. Headlines can be up to 30 characters long.
  • 10+ headline delivery goals Google can optimize it.

Create eye-catching descriptions

You can use your description to tell potential customers why you are the best choice. Don’t guess. Communicate your marketing message by considering the following:

  • Highlight what is unique in each description. Think about the different combinations you can combine and whether they make sense in any order. This is important. One description must not be subordinated to another.
  • Say what you want your audience to do. Whether it’s “Download Newsletter” or “Buy Today”, a strong and clear call to action is essential.

Use fixation to control combinations only when necessary.

Google allows you to pin headlines and descriptions so they appear in specific places. This is a great feature that can help you regain a little bit of control that you might feel lost.

Use fastening only when necessary. Google is a learning machine. Pinching one headline reduces the testing and learning you can do on Google by more than 75%. The percentage increases as the number of pins increases.

Leverage Google’s Ad Effectiveness Score

We love being able to get a glimpse of how Google can improve its ads. Take it seriously.

Many times, we think advertising includes all the necessary elements, but Google may disagree. Ad strength meter measures the quantity, relevance and variety of headlines and descriptions provided.

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Use this information to improve your ads until Google determines them to be ‘good’ or ‘very good’. Google gives you the option to see ideas that can help expand and make your ads more relevant.

  • Continue learning: Take advantage of the next two months. Continue testing the new version of ETA to identify one that works and move those messages to RSA.
  • Create one RSA per ad group: Make sure each ad group has one active RSA. Use the recommendations above and Google’s recommendations to create an effective RSA.
  • Using ad extensions: Implement at least 4 extensions for each group. Extensions can be applied at multiple levels, including accounts, campaigns, and ad groups. Apply extensions at the ad group level so that extensions are relevant. The more extensions, the more information a searcher must evaluate before clicking on your ad.

The opinions expressed in this article are those of the guest authors and not necessarily Search Engine Land. Staff authors are listed here.

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About the author

Jenny Mallory 1

Jenny Mallory is Director of Paid Media at . vision, an agency established in Dallas, Texas, specializing in SEO services, paid media search (search/display/social/video/Amazon), local listing management and conversion rate optimization. Jenny has 15 years of experience in paid media, working with clients in everything from translocal to international efforts.

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