Google's latest flexible search ad format is Responsive Search Ads (RSA). The goal of responsive advertising is to decrease human intervention and effort while increasing automation. It also potentially opens up new business opportunities for advertisers, as ads can now appear for a wider range of search terms that you may not have considered previously. Additionally, using automation for your ads can free up time for other business development activities. Indeed, PPC Management Services all over the world are increasingly favoring automated advertising.
What are Responsive Search Ads?
Responsive search ads (RSA) automatically adapt titles and descriptions to determine the most effective combination of targeted ads. It's an easy and strategic way to upgrade PPC automated ads.
With responsive search ads, you can:
Deliver the appropriate message at the appropriate time
Optimize your advertising process, and save time
Boost engagement rates with accurate reporting
Attract more customers with different titles
How to Create Responsive Search Ads
Setting up responsive search ads is easy in your Google Ads account. Make sure you stay up to date on Google Ad hacks to keep your ROI at the highest level.
How do Responsive Search Ads Work?
Google will then automatically test different combinations of titles and descriptions and determine which ones work best. Over time, your responsive search ads will show a better message to different users based on the keyword they are searching for, their device, their previous browsing behavior, and other cues.
- Highlight Something New in Every Title and Description
In fact, Google won't even show your responsive search ad if your titles or descriptions are too similar.
A good responsive search ad contains many unique messages that can be combined. Use your creativity and highlight various valuable props, offers, and calls to action in every element of your responsive search ad.
- Open your Google Ads Account
Start from the Google Ads Dashboard and go to the left side of the screen. You should see an option to use the responsive search ad generator. If you don't see this feature, you may not have access to this feature yet. Contact Google to see what options you have.
- Don't Include Keywords in All Titles
Be sure to include the keyword in at least two headings. You can always use dynamic keyword insertion to insert your keywords into responsive search ads.
But make sure at least three headings do NOT contain your keywords. This will prevent your ads from getting too repetitive and will help you get more attention from searchers.
- Headlines Containing Popular Keywords
Include trending and trending search terms in your headings. This not only greatly increases the visibility of the ad, but also the likelihood that people will click on it. Google's Keyword Insertion Tool and Search Terms Report can be very helpful in this regard. Use them to select at least 3 popular search terms for your headlines that can grab people's attention.
Improve your Responsive Search Ads Today
We've covered a lot in this post, so let's end with a quick overview of the best practices for Google's responsive search ads:
- Use at least 8-10 headings and at least three descriptions.
- Highlight something different in each heading.
- Make sure some of your titles do NOT include your keyword.
- Vary the length of the title and description.
- Attach headings where necessary but don't overdo it.
- Get ideas for titles and descriptions with Google Ads Grader.