Responsive Search Ads take center stage

Responsive Search Ads take center stage – are you prepared?

Responsive Search Ads, or RSA for short, are not new on the scene. For a few years, RSAs have been a component of the PPC ecosystem. Nonetheless, RSAs have been a prominent subject in 2022. What’s the big deal about them now?

Expanded Text Ads, the previous ad format, will be phased out this summer. This places Responsive Search Ads in the spotlight for advertisers as the exclusive text ad type for search campaigns. Let’s get a little more into RSAs, the change, and how you may optimize your RSA potential.

The goal of responsive search ads is to provide the correct message at the right moment. RSAs are a versatile ad experience that displays more personalized material to your clients. When someone searches for anything, these advertisements adjust your text adverts to precisely match what they are looking for.

Why RSAs matter

Furthermore, RSAs can aid in the reduction of bulky processes and the saving of time. Advertisers can submit up to 15 headlines and four descriptions. All of these elements can result in over 40,000 different ad variants! A/B testing can help you find efficiency in assessing adverts and automatically decide what creative material performs best with different inquiries.

Expanded Text Ad deprecation

This summer, Expanded Text Ads will be phased out in two stages. On June 30th, the first wave was for Google Ads. Microsoft Advertising will be the second wave. Advertisers will no longer be able to generate new Expanded Text Ads after August 29th.

Existing Expanded Text Ads will continue to serve on both platforms. You may still toggle these adverts on and off, but you won’t be able to alter them.

Maximize your potential with RSAs

How can you make the most of your RSAs? First and foremost, if you haven’t already, introduce RSAs with Expanded Text Ads today. Here are some more best practices to keep in mind while working with RSAs:

Top-performing text from your current Expanded Text Ads may be converted into unique RSA headlines and descriptions.
Make sure all of your ad groups include at least two to three Responsive Search Ads.
Top-performing keywords and unambiguous calls to action should be included in your headline and description materials.
To optimize character count across all platforms, create at least 11-15 headlines and utilize a blend of short and lengthy titles.

Make your material as unique as possible:

Avoid repetitive language
Take into account extra product or service benefits or characteristics.
A clear call to action should be tested.
Include shipping and return details.

Customize your assets to take RSAs to the next level:

Dynamic keyword insertion

To offer greater optimization signals for the RSA method, place the Universal Event Tracking (UET) tag across your website with conversion tracking enabled.

To optimize your assets with low impressions, review asset strength, combination reports, and other data under the Assets tab.