Responsive search ads let you create multiple headlines and descriptions. The ad will show the headlines and descriptions that most closely match the customer’s search term, testing many combinations to find the best performing assets. RSAs are now the only search ad type, expanded text ads were fully retired in 2022, so every ad group should be running RSAs.
Benefits
- Create flexible ads that adapt to device widths, giving you more room to share your message with potential customers.
- Save time by providing multiple headline and description options, then let Google Ads show the most relevant combinations to your customers.
- Tailor your headlines and descriptions to your customer’s location or area of interest.
- Reach more potential customers with multiple headline and description options that give your ads the opportunity to compete in more auctions and match more queries.
- Increase ad group performance by attracting more clicks and conversions that your existing ads aren’t capturing.
Best Practices
Run at Least 2 RSAs per Ad Group Each with a unique final URL. Accounts that go from 1 RSA to 2 see an average 6.6% lift in conversions at a similar cost per conversion, and going from 2 to 3 adds another 3.7%. We also don’t want to run too many though. Talk with the MC about this. 2 is usually our sweet spot.
Focus on Assets Highlight what makes your business unique and match your ad text to your landing page copy. Include at least one keyword across your headlines.
Write Genuinely Different Headlines Don’t submit five versions of the same sentence. Give Google real variety to test: different benefits, offers, CTAs, and USPs.
Improve your Ad Strength Aim for “Good” or “Excellent.” Accounts that move from “Poor” to “Excellent” see 15% more clicks and conversions on average. Don’t chase the label for its own sake though, padding headlines just to hit “Excellent” can hurt performance. Check actual conversions and cost per conversion first.
Prioritize Performing Assets Check the Assets report on the ad and swap out anything marked “Low” performance for new copy.
Pinning Headlines and Descriptions
By default, your headlines and descriptions can show in any order or combination. If something needs to appear in every single ad (a disclaimer, an exact keyword phrase, a specific offer), pin it. Only Headline position 1, Headline position 2, and Description position 1 are guaranteed to show; anything pinned elsewhere isn’t guaranteed.
Pin sparingly. Pinning cuts down how many combinations Google can test and can lower your Ad Strength. If you do need to pin, pin 2 or 3 options to the same position instead of just one, so Google still has room to test within that slot.
How to Create
- From the page menu on the left, click Campaigns, then Ads.
- Click the plus button and select Responsive search ad.
- Enter the final URL and display path text. As you type, a preview of your ad will appear to the right.
- Enter your headlines. You’ll need a minimum of 3, but you can enter up to 15, use as many as you reasonably can.
- Enter your descriptions. You’ll need a minimum of 2, but you can enter up to 4.
- Pin anything that must always appear (see above).
- Click Save.