Responsive Search Ads: A Comprehensive Guide

PPC Article

TL;DR:

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.

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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.

A Breakdown of Responsive Search Ads (RSAs)

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.

What are the benefits of Responsive Search Ads?

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:

You’ll save time. After the initial planning of the RSA, you will save the many hours of creation, testing and analysis by creating multiple ad variations in one go, which can be automatically optimised by Google.
Performance will improve. They can improve the relevance and quality of your ads, quickly. As the system comes out the back of any learning phases, click-through rates will increase and the best-performing versions will be prioritised.
Optimization happens in real-time. As learning progresses, the system gets smarter at delivering top performers. This ensures ads will be more engaging to consumers and become more optimised as time goes on.

Creating High Performing Ads

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

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.

Descriptions

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

Use pinning only when necessary

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.

Include key stakeholders in the process

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.

Take advantage of Google’s ad strength score

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:

Keep an eye on ad strength: as data builds up, ad strength scores may change, so keep monitoring and action where necessary. Remember you can use Dynamic Keyword Insertion to boost this
Check your top assets: once your ads have a decent amount of impressions, you can view your individual asset and ad combination performance by clicking on “View asset details” under any RSA in the ad report
Consider ideas in the recommendations tab: at the risk of sounding like a Google rep, the recommendation tab will give you suggestions on how to keep improving your ad strength. If you’re really a loose cannon, you can set this to auto-apply said suggestions
Keep using ad extensions: Implement at least four ad extensions for each group. Ad extensions can be applied at multiple levels, including account, campaign and ad group. Apply extensions at the ad group level so the extensions are relevant. A higher number of extensions increases the amount of information the searcher must evaluate before clicking on your ad.

Conclusion

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!