Google Ads
How Does Google Ads Generate Responsive Search Ads? If you’re a search marketer, you’ve probably heard of Responsive Search Ads (RSAs) already. These flexible ads allow you to enter multiple headlines and descriptions, then let Google’s machine learning system show the most relevant ad message to your customer.[1]
With Expanded Text Ads (ETAs) retiring on June 30th, RSAs will be your only ad format option moving forward. They’re an update to the standard text ad, and offer several advantages over ETAs including Google’s machine learning.
What Are Responsive Search Ads?
Responsive search ads (RSAs) are a new type of Google Ads that allow you to test multiple headline and description combinations in a single ad. The ad will automatically adapt to show the most relevant message to the customer based on their query and keyword list.
With responsive search ads, you can enter up to 15 headlines and 4 descriptions when creating your ad. Google will then test these combinations to see which ones perform best. [2]It will also help you create more ad copy variations that are better for your marketing campaigns and target audiences.
This ad format is designed to make it easier for advertisers to test multiple ad copy variations at once, while offering more flexibility than traditional expanded text ads. RSAs can also be more effective than standard text ads when it comes to click through rates and conversions, according to Google.
In addition to allowing you to experiment with different combinations of headlines and descriptions, RSAs have the added benefit of using machine learning to choose the most appropriate combination for each searcher.[3] This means that you can spend less time writing ad copy and more time testing different value propositions, call to action and other messaging elements for your target audiences.
Another great feature of RSAs is their “pinning” function, which allows you to control the order in which your headlines and descriptions are displayed. This can be useful for testing specific ad combinations, but it is best to use the pinning feature sparingly for best results.
When you create an RSA, you can also select a “strength” grade from poor to excellent, which helps improve the likelihood that your ad will be shown to users. If you can get your ad to have a ‘good’ strength grade, you can see an increase in clickthrough rate compared to your traditional expanded text ads.[4]
While there are some concerns around the reliance on machine learning to optimise your ad copy, the initial results suggest that RSAs can be a great addition to your search advertising strategy. Ultimately, it is up to you to decide whether or not to make the change to this new ad format.
How Does Google Generate Responsive Search Ads?
Google has a new way to generate responsive search ads[5]. It’s based on machine learning, so it’s designed to automatically test multiple combinations of headlines and descriptions to show the most relevant message to a searcher, every time they see your ad.
The first step is to enter several headlines and descriptions, which will be used by Google’s machine learning systems. It will then test these combinations against search queries to learn which combination is best suited to each individual user.
RSAs are more flexible than expanded text ads (ETAs) because they can display up to 15 headlines and four descriptions at once, whereas ETAs only have three headlines and two descriptions per ad.[6] That means RSAs can show more variations of your ad copy than ETAs, which is an important consideration for any advertiser.
In addition, RSAs can also show path fields, which are similar to ETA path fields. These fields can be used to highlight keywords in your ad groups or any unique information about your product or service that’s not mentioned in the headlines or descriptions.
Another key difference between RSAs and ETAs is that RSAs can be used to test more than one ad copy in a single campaign. For example, you can launch different value propositions and calls to action with RSAs, which is a great way to test which ad copy resonates better with key audiences, rather than on traditional A/B testing of copywriting.
Finally, RSAs have more space on the search results page than ETAs do. This extra space enables you to include more information about your products and services, which can increase clicks and conversions.[7]
Starting in September, Google Ads will introduce an ad strength tool that uses AI to measure the performance of your responsive search ad campaigns. The tool will provide feedback on how your ad copy can be improved, and it will allow you to adjust your ad copy quickly and easily.
Pros and Cons of RSAs
Google essentially eliminated expanded text ads in June 2022, and replaced them with responsive search ads (RSAs). If you’re not already using RSAs, now is the time to start implementing them into your campaigns.[8]
Responsive search ads are more powerful than expanded text ads in a number of ways. First of all, they use machine learning to find the best combination of headlines and descriptions for each individual searcher. This means that your ads can be very dynamic and can adapt to the user’s needs. This makes them a great ad format to try new ad copy variations and see which one works best.
Secondly, RSAs offer an enormous amount of space on the search results page, allowing you to take risks with ad copy and combine multiple unique selling propositions or try new calls-to-action. This space also allows you to include more snippets of information about your product or service, highlighting any features or benefits you want to highlight in your search ads.
You can have up to 15 headlines and 4 descriptions in an RSA, giving you plenty of room for experimentation. In addition, Google uses performance data to determine the most effective combinations and order of these elements.[9] This can help you to create ads that are more relevant to your audience, which can lead to a higher clickthrough rate and conversions.
Another positive aspect of RSAs is their ability to provide a more personalized experience for users. They can show your business name and phone number in the ad, which can be a valuable way to encourage customers to call your business directly.
Additionally, responsive ads can be more cost-effective than expanded text ads. They require fewer assets, so you can spend less money on ad creation. This makes them a great option for small businesses.[10]
Lastly, responsive search ads are easy to test and use. They allow you to test up to 15 headlines and 4 descriptions in one ad, and then Google will show the best performing combinations to each searcher. You can even pin your ad’s headlines and descriptions to specific positions in the ad for additional control and flexibility.
Pros of Responsive Display Ads
Display ads are a popular advertising format which helps businesses promote their products and services to potential customers. The ads can appear on many websites and can help increase brand awareness as well as encouraging users to interact with the website.
Responsive display ads are a new type of Google ad that automatically adjust size, appearance and format to fit ad space on Google’s Display Network (GDN). They are designed to be more visual than traditional text-based ads, which can make them stand out from other online advertisements.
In addition to being more visually appealing, responsive display ads are also more flexible than other ad formats, which means that they’re easier for marketers to test and track[11]. They can be more easily targeted by keywords and geo-targeting, which is especially useful for advertisers who want to reach specific audience segments.
They can be placed on many different types of websites, including news publications and blogs. They can also be used in remarketing campaigns to target previous visitors to the site who may be interested in making a purchase.
The responsive ad format is also easier for marketers to create than other ad formats. Ads can be generated using just a few customizable elements, and the ads can be launched immediately.[12]
Another advantage of responsive ad formats is that they allow for better data integrity. They don’t store ad clicks in a single place like they do for search ad results, which can help ensure that only relevant clicks are recorded and tracked.
Advertisers can also benefit from ad strength scores when creating responsive search ads, which are a great way to make sure that your ads are high-quality and effective. Improving your ad’s strength can lead to more clicks and conversions, according to Google.
Finally, responsive ads can be optimized to maximise ad space, and Google Ads can now auto-crop your ads to fit certain ad sizes, which could make them look slicker than before.[13]
One thing to keep in mind is that responsive ads are a bit more expensive than traditional text or image-based ads, so it’s important for advertisers to choose their ad copy carefully. They should be focused on engaging and informative content that is genuinely interesting to the user.
Cons of Responsive Display Ads
Google ads are always trying to improve their online interface to make ad campaigns easier for marketers. One of the things they’ve done to further this is to offer responsive display ads, which are a form of image ads that automatically adjust to the size of your ad placements.
Responsive display ads are a great way for advertisers to save time and money on their advertising.[14] In the past, creating all different ad sizes was expensive and time-consuming, but with responsive display ads, you don’t have to worry about this.
To create your ad, you’ll need to provide Google with images, logos and text that you want to use. Google then automatically assembles your assets into various combinations that meet GDN standards.
These are then uploaded to your Google Ads account, along with a headline, description, and business name. Once your ad is ready, Google will then optimize your ads for you to maximize your campaign performance.
Another big advantage of responsive display ads is that they can appear on more websites and apps across the Google Display Network (GDN) than traditional image ads. This gives you a wider reach with less work.
However, there are some downsides to using these ads. The first is that they don’t give digital marketers as much control over ad design, so you may not be able to create a unique ad that represents your brand well.[15]
The other disadvantage is that they don’t offer as high click-through rates as traditional image ads. This may be due to the fact that they’re designed to look like part of a website or app, rather than an ad. Additionally, they’re built upon generic templates that aren’t created to stand out from other businesses.
