In recent years, one of the major changes done to Google search Ads is the introduction of Responsive Search Ads (RSA). Even though there are a few mixed reactions to this new Google search ads feature, it contains a lot of promises for advertisers. Paid advertising with Google search ads has evolved significantly over the last year. With the help of various new tools and features, responsive search ads now provide dynamic ways to reach targeted audiences.
What are Responsive search ads in Google search ads?
Responsive search ads are the latest and most flexible Google search ads format that allows the advertisers or users to enter multiple headlines and descriptions With RSA, the Google search ad provides an extensive scope for creativity. With this new feature of Google search ads, you can
- Create different headlines for your ads, each with 30 characters
- Provide different descriptions, each with a limit of 90 characters
Image Source: https://www.wordstream.com/blog/ws/2018/07/10/responsive-search-ads
With the headlines and descriptions provided by the user, the Google’s machine learning will learn, test and optimize them to provide the best combination that performs well based on the search query.
Before RSAs were released, extended text ads were the only option for text-based Google search advertisements. It enables advertisers to reduce their assignments and save money by minimizing the time required to examine and cope with Google search ad variations.
Similar to responsive display ads, RSA of Google search advertisements are flexible based on the size and shape of the user’s screen. With the RSAs, the users cannot see all the headlines and descriptions. The fore-mentioned Google search ad always shows at least 2 headlines and a description provided by the advertisers. Therefore, the responsive search ads, the latest format of Google search advertisement is never smaller compared to the expanded search ad.
How Responsive Search Ads work?
Google search ad arranges the text into several combinations after generating the headlines and descriptions. Then, artificial intelligence ensures that by making use of effectually shuffling the combinations such that the consumers can only see the version of the Google search ad that is most diligently allied with their requirements and welfares. This kind of Google search ads will contain a maximum of three different headlines and two descriptions with different orders and combinations.
The platform measures different arrangements over time and makes use of machine learning to assess the most successful combinations of unique search queries and the most applicable ad versions. So, Google’s AI does the grunt work until the primary creative progression is complete. The RSA of Google search ads offers many great advantages for the advertisers and their business.
Responsive Search Ads Perform Best with More Headlines & Descriptions
Google won’t show the responsive search ads even if the headlines or details are too close. With each element of the RSA, use the creativity, and highlight different value props, offers, and call to actions.
- For the above said type of Google search ad, it is essential to include a top keyword in at least 2 headlines of the choosing.
- To insert the keywords into Google Search Ads, use Dynamic Keyword Insertion.
- Make sure to include at least 3 headlines that do NOT contain the keywords.
It can prevent this sort of Google search advertisement from being too repetitive and allow searchers to show more interest.
Have headlines and explanations of the different lengths improve the probability that will support a 3rd headline or 2nd definition. Don’t always seek to maximize the count of characters in every aspect. Strong RSAsof Google search advertisement includes several unique messages which can be combined. Once the significant headline is written, which is to be revealed, move over to the right of the headline, and a pin icon appears. Clicking on the icon will give different options to ensure that the headline always shows. This also works with essential text for explanation.
How Do I Create RSA in Google search Ad?
After several months of running responsive search ads in open beta, advertisers in all available markets can now set up RSAs in their respective Google search ad account. It’s really easy to build the Google search advertisement. Everything that is to be done in starting an account with Google search Ad is to start a new Google search advertisement or change your campaign’s current advertising.
Image Source:https://www.portent.com/blog/ppc/responsive-search-ads-what-they-are-and-how-to-use-them.htm
When a new Google search ad is clicked, RSA will be one of the choices available from the dropdown. In addition to the headlines that suit your targeted keywords, you can then get the most out of your Google search ad by incorporating imaginative headlines and descriptions.
Benefits of Responsive Search Ads
With the RSA, you can benefit
- Machine learning optimization: Google’s AI will now autonomously check all potential outcomes to save valuable time for advertisers. The RSA of Google search ads will then check and run all possible combinations to create the highest-performing system.
- Relevance: Headlines and descriptions of 90 characters can be included in the RSA of Google search advertisements. The Width may also be defined, which gives mobile more room to display. This makes RSA more accessible on mobile devices compared to other types of Google search advertisements.
- Better Performance: The RSA of Google search ads tend to draw a higher rate of clicking (CTR) compared to other Google search advertisement. This is because they appear in more searches, and are thus more important to audiences. They would also draw more clicks, which possibly lead to more conversions.
The Best Practices for Google Responsive Search Ads
The push toward automation is nothing new, and good news for advertisers is in Google search Ads. AI and machine learning help marketers create more complex, engaging, and tailored Google search advertisements, from smart campaigns and automated bidding to responsive Google search ads.
- Create at least two ads per group: You need to create several responsive text ads for each category of Google search advertisement. More variations can only provide long-term benefits to your campaign.
- Make sure to optimize your ads every month: When you run several RSAs in each Google search ad category, then Google search advertisements will continue to display the best advertisements. One of the best strategies is to pause the underperforming ads and regularly generate unique and new ads each month.
- Make use of unique headlines: While you create headlines for Google search advertisement, you need to use unique text that matches your keywords and inspire customers to click your ad.
- Check the competitor ads: You can search Google and other search engines to know what your competitor is doing and get inspiration for your headlines and descriptions for these Google search ads.
- Expanded text ads: You can also create expanded text ads while creating the responsive search ads.
- Unique messaging: Similarly, anyone doing the same thing in slightly different terms, the capacity of RSAs is lost. A rule of thumb is to get the messages special enough to show all of them together, and the ad still makes sense. There is no need to add 3 headlines that are very close to those used in the same ad.
- A benchmark: Active Google search ads reflect a potentially groundbreaking addition to the pay-per-click advertising landscape. The level of customization mixed with the machine-learning given by Google provides this ad format the possibility to perform extremely well. Google search ad account can be leveled with more targeted and personalized ads to help boost the KPIs by using the best practices listed above and not over-committing to the format.
Culmination
Google can use machine learning to help deliver your account’s top performing search ads. You will get the most out of your campaign by having all the different styles of ad formats and by having a wide range of Google search ads combination for your RSA. On top of that, your price score will increase, which will boost your ad rank once you reach the auction. With the RSA, the digital marketing agencies can be more confident and Google search ad is explored based on each clients and their business.
