5 Top Tips For Writing Responsive Search Ads

In June 2022, Google Ads introduced a new ad format called Responsive Search Ads (RSAs), replacing the previous Expanded Text Ads (ETAs). With ETAs no longer working, you might find that older campaigns you barely have time to look at no longer have any adverts running!

As a freelance PPC specialist, I've seen firsthand the impact that well-crafted RSAs can have on a small business's Google Ads campaign performance. I recently took over an ad account for a client where there were three campaigns without any adverts! Which is why in this blog post, we're diving into what RSAs are, how they work, and the tips and best practices needed to get the most out of them.

Why are Responsive Search Ads better than Expansive Text Ads?

RSAs give advertisers the ability to provide multiple headlines and descriptions that Google can mix and match to serve the most relevant ad to users, based on search queries and other data. Instead of spending your time testing different advert headlines and descriptions you can let Google do the hard work for you.

What are Responsive Search Ads?

Responsive Search Ads are Google's largest and most versatile ad format. Unlike traditional search ads, where you write one static ad with a headline and description, with RSAs, you can write up to 15 different headlines and up to 4 different descriptions. When combined, these headlines and descriptions can create 43,680 unique permutations, providing an almost limitless amount of ad testing possibilities.

How do Responsive Search Ads work?

Google will automatically test different combinations of headlines and descriptions, learning which ones perform best. Over time, the RSA will display the optimal combination of headlines and descriptions for each individual searcher, based on the keyword they search, their device, browsing behaviour, and other signals.

You can set up multiple RSAs in one ad group and use totally different ad copy in each. Make sure you you set your Ad Rotation settings to not prefer one ad over another whilst you are testing your assets and in no time you’ll have plenty of data to make decisions that improve your ad group performance.

What are the character limits for Responsive Search Ads?

RSAs can display up to three 30-character headlines, a display URL with two 15-character display paths, and up to two 90-character descriptions. Ad extensions can also be added to expand their presence on the search engine results page (SERP).

Will Responsive Search Ads always show 3 headlines and 2 descriptions?

No, the number of headlines and descriptions displayed can vary depending on the searcher's device and the content of the page. For example, a smaller screen like a mobile device or a busy SERP may show fewer components of the RSA. However, the RSA will always display at least 2 headlines and a description.

5 Tips and Best Practices for Responsive Search Ads

Here are some tips and strategies to help you maximise your RSA performance:

1. Know your target audience

Before writing your RSA, it's critical to have a clear understanding of your target audience. This includes their needs, wants, and what motivates them to take action. This information will guide the tone, language, and messaging used in your RSA, making sure it resonates with your target audience.

2. Utilise multiple headlines and descriptions

Google Ads allows you to write multiple headlines and descriptions for each RSA, and it will dynamically display the best performing combination to each searcher. Take advantage of this by testing different messaging and seeing what resonates best with your target audience.

3. Focus on benefits, not features

When writing your RSA, it's important to focus on the benefits your product or service offers, rather than just listing features. Benefits speak to the needs and wants of your target audience and are more likely to motivate them to take action. For example, instead of simply listing the features of your shoes, focus on the benefits they provide, such as "Say goodbye to aching feet with our comfortable shoes."

4. Keep it concise and to the point

With only up to 30 characters per headline and 90 characters per description, it's crucial to be concise and get your message across clearly. Stick to the most important information and avoid using unnecessary words or phrases.

5. Continuously test and optimise

Finally, it's important to continuously test and optimise your RSA by trying different headlines and descriptions and monitoring the performance of each combination. Make changes as necessary and keep testing until you find the winning combination that delivers the best results for your business.

Responsive search ads are a powerful tool for boosting your campaign performance. By following these tips and best practices, you can create effective and efficient RSAs that will help you reach your target audience and achieve your business goals.

Need support with setting up Google Ads for your business? Let me help get you on the right path by booking a free 30 minute consultation. You can use this time to ask me any ad related questions or find out more about how I can help you setup and manage your ad campaigns.