Google Ads announced Responsive Search Ads (RSA) will now be the default ad type effective from 18th February 2021.
Making RSA the default ad type does not change Google’s ad auction dynamics, therefore you should not see a change in performance. This change suggests that Google may in the future retire Expanded Text Ads (ETA) and therefore it is important that you implement RSA if you have not done so already.
A text ad displayed on Google Search results typically consists of:
- two-three headlines
- two description lines
Responsive search ads allow you to enter multiple headlines and descriptions that are treated as assets by Google. Google will pick different assets to display an ad, continuously testing to find the best combination for the campaign goal.
When creating a responsive search ad, you can input up to 15 headlines and 4 description lines for Google to test.
If there are headlines or descriptions you want to ensure show on particular lines of the ad you can pin these. In the example below the headline “Rent Office Space in London” is pinned to position 1.
Pinning to position 1 ensures it is the first headline to show:
If you do not already have responsive search ads within your accounts, go ahead and create an RSA for each ad group. Google claims RSA have 5-15% higher click-through rates when compared to Expanded Text Ads (ETAs).
Below are some best practices for creating RSA:
- Include a variety of unique selling points and call to actions for Google to test
- Don’t pin everything. Pin assets only where they absolutely need to be shown in a certain position for the ad to make sense.
- Review performance regularly. Whilst Google does not offer performance metrics for each individual asset, you will be able to gage the best performing combinations and under-performing assets.
Navigate to the “Ads” section of the interface. Here you will find all performance details including CTR for each RSA created.
By clicking on “View asset details” beneath the ad you will see a list of assets for each RSA and by clicking on “Combinations” you will find all the combinations of ads displayed and what percentage of times they were displayed.
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