20/02/2023 • Tom Berridge
RSAs are ad formats that allow you to create multiple headlines and descriptions for Google's machine learning to test different combinations and find the most effective one for each search query. The benefits of RSAs include time savings, improved performance, and real-time optimization. To create high-performing ads, make sure your headlines are unique, include keywords, and have a mix of short and long headlines. For descriptions, highlight unique aspects, include clear calls to action, and avoid dependencies between descriptions. Use pinning sparingly and involve key stakeholders in the process. Take advantage of Google's ad strength score and monitor its changes. Implement multiple ad extensions to provide more information to searchers.
Are you looking to improve your PPC performance? Optimising your Responsive Search Ads may be the answer. In this comprehensive guide, we will cover everything you need to know about Responsive Search Ads, from what they are and how they work to why they are beneficial and how to create them.
So, what exactly are Responsive Search Ads? In simple terms, they are a type of ad format that allows you to create multiple headlines and descriptions for a single ad. Google then uses machine learning to test different combinations of these headlines and descriptions to find the most effective one for each search query. This means that your ads can be tailored to the specific search queries of your target audience, increasing the chances of a click.
With over 43,000 different variations available to keep your messages fresh, Google’s machine learning can easily optimise these combinations to keep your ad engagement on an uphill trajectory. Here are 3 key benefits of this approach:
Successful marketers need to deliver the right messaging for the right moment. Better creative messages improve ad relevance and drive more qualified clicks from your Search ads.
Below are also some basics to make sure you get the most out of your RSAs. You can also check out this blog on harnessing the power of creativity within PPC.
Headlines are your first impression, they make your ads stand out and entice users to click your ad versus your competitor’s ad. They also have a significant impact on how Google ranks the quality of the ad.
Keep your headline unique. Google won’t display headlines that are too similar and having essentially redundant headlines will limit the number of combinations available
Include keywords in at least five headlines, but not all of them. Mix it up with CTAs, USPs, price-related hooks and market differentiators
Have a combination of short and long headlines, remembering that 3 headlines aren’t always shown
Aim to build at least 10 headlines for Google to optimise.
Use your descriptions to let potential customers know why you are the best option. Don’t make them guess, because they won’t.
Highlight something unique in each description
Think about the different combinations that may be put together and if they make sense in any order. This is important. One description should not be dependent on another
Tell the audience what you want them to do. Whether it be “Download a Newsletter” or “Purchase Today”, strong, clear calls to action are a must
Google allows you to pin headlines and descriptions, so they show up in a specific position. This is an excellent feature that can help you regain a bit of control when you need it. However, only use pinning when necessary. Pinning one headline reduces the testing and learning Google can do by over 75%. The percentage increases as the additional pins go up.
From the keywords your ad is targeting to the copy it links to, it’s always important to involve the experts for the service or product your advertising. We built an ad preview tool to streamline this process.
We love the fact Google gives us a peek into how our ads can be improved. Take this seriously. We often feel our ads include what is needed to perform, but Google may not agree and at the end of the day, it’s up to them whether or not your ad is good enough to show for the right user:
In conclusion, if you're aiming to supercharge your PPC performance, look no further than optimising your Responsive Search Ads (RSAs). These nifty ad formats are a game-changer, allowing you to unleash the power of multiple headlines and descriptions. With Google's machine learning at your side, you'll witness the magic of different combinations being tested to find the ultimate ad that lures in clicks from your target audience.
With RSAs and these optimization tips in your arsenal, you're well on your way to dominating the PPC game. Prepare for skyrocketing engagement, more qualified clicks, and the satisfaction of knowing you've cracked the code to ad success. So, go forth, create those killer RSAs, and watch your PPC performance soar to new heights!
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