In this article, we will cover our best practices regarding Google Responsive Search Ads.
What are Responsive Search Ads (RSA)?
Going back to the basics of “responsiveness”, the word signalizes that someone or something is respondig to someone or something, or reacting, even meeting the needs. In psychology, this could mean to react to communication, in politics, it could mean that politicians would pay attention to the interests of their people. In our context, responsive search ads would meet the needs and interests of the users in a better way. This is possible with artificial intelligence (AI).
In contrast to the expanded text ad, the creation of responsive search ads is entering the land of automated ad placement. At least semi-automated. A responsive search ad consists of three to 15 headlines (max. 30 characters each) and two to four descriptions (max. 90 characters each), which are initially “randomly” combined with one another by an algorithm. The top performing combinations, consisting of two to three headlines and one or two descriptions, after enough data has been collected, will eventually appear more frequently than the underperforming ones. The different headlines and descriptions of a responsive search ad are also called assets.
Advantages of the responsive search ad
The first advantage of the responsive search ad is therefore clear: If an above-average responsive search ad is created, the corresponding Google Ads algorithm will ensure that only the best combination is displayed for the respective user over time. This increases the click rate, the ad relevance and thus – at least in the medium and long term – also the quality factor for the correspondingly advertised keyword.
Another advantage is that the responsive search ad can be flexibly adapted to a wide variety of devices thanks to the many possible combinations. For this reason, too, the term “responsive search ad” is really well chosen and extremely appropriate.
A third advantage is that the regular optimization effort of the responsive search ad is not particularly high or time-consuming, as long as the initial setup was done in a very professional manner. Artificial intelligence takes over the sustainable, data-based optimization of the responsive search ad.
In our opinion, the creation of at least one effective responsive search ad (per ad group) is a must for Google Ads, especially since we, the SEA team at Kapwa Marketing, have collected enough data since the release of this feature to endorse it with confidence.
Our 12 tips for more success with responsive search ads (RSA)
So let’s get to our 12 tips for more success with RSA. These tips and recommendations for action are based on the data from the Google Ads accounts we manage. However, they do not have absolute general validity. We are always open to constructive comments!
Create responsive search ads AND expanded text ads!
Even though the RSA has recently become the default ad for Google Ads, we recommend creating at least one responsive search ad AND several expanded text ads per ad group. (At Kapwa Marketing there are generally at least four expanded text ads per ad group.) This basic setup enables you to compare the data of the expanded text ads with the data of the semi-automated RSA. And comparison options always provide new, profitable insights over time!
In most of the Google Ads accounts we have managed, we have found that the responsive search ad actually has a better CTR and a better conversion rate than the expanded text ads in the same ad group. However, this is not always the case! For this reason, we cannot recommend completely avoiding expanded text ads.
Create the responsive search ad after you’ve created the expanded text ads!
From our point of view, it is best practice to only create the responsive search ad after the expanded text ads have been created. This recommendation is purely practical. Because headlines and descriptions (lines of text) that were used for expanded text ads can of course also be used as assets for the RSA.
In many cases, you have already collected valuable data (clicks, impressions, CTR, conversion rate, costs per conversion, conversion value / costs, etc.) with the headlines and descriptions of the expanded text ad (s). For those who are only now creating responsive search ads, but have been running Google Ads for a long time, this is certainly the case! So analyze the headlines and descriptions of your existing text ads to get valuable conclusions for the RSA to be created!
Create as many headlines as possible!
There are 15 headlines available for creating an effective RSA. So don’t just stop after the third or fifth headline, but just keep at it and try to get the 15 full! The more headlines you give the algorithm to eat, the better it will eventually work.
With the headlines you have the option of pinning certain headlines to the 1st, 2nd or 3rd position. Google itself recommends not making use of this option, especially since the algorithm is then also somewhat limited in its possibilities. From our point of view, however, depending on the account and campaign structure, this feature can certainly be used, in particular to achieve pleasantly high click rates.
As an SEA agency, we generally rely on very granular campaign structures. We often create our own campaign with just one ad group for a specific set of keywords. Let us assume that our campaign “Fully digital credit” is based on the two keyword phrases “Fully digital credit” and “Fully digital credit with immediate payment”. In such a case, it would be worth considering pinning the asset “fully digital credit” as the headline at position 1, as this can increase the click rate. The data that we have at our disposal suggests that if possible, the main keyword should be placed first in a granular campaign structure. For this reason also our tendency, which however has no general validity!
Create the maximum number of descriptions!
You should also use the full potential of the descriptions and create the maximum number of descriptions: four with a maximum of 90 characters each. Descriptions or lines of text can also be pinned to the 1st or 2nd position. However, I myself completely refrain from using this feature in the descriptions.
Pay attention to sensible combination options and avoid duplication of content!
If you create 15 headlines and four descriptions for each responsive search ad in your Google Ads account, you have a lot of work to do. Because the 15 headlines (each RSA), no matter how combined, should of course make sense and be appealing. It is essential to avoid duplication of content. For example, anyone who already uses the headline “Buy online now” does not need the asset “Order online now” or “Get online now”.
You can ensure as much variation as possible in the headlines of a responsive search ad by, for example:
- using the main keyword in an ad title,
- adding adjectives or attributes that describe the service or product to be advertised very well,
- naming USPs or unique selling points that particularly distinguish the company,
- defining prices, delivery times, payment options and the like or
- including calls to action (CTAs).
Be inspired by the content of the landing page and the domain to be advertised!
Finding sensible combination options with 15 headlines and four descriptions is really not easy. For this reason, this and the next tip deserve special attention. So let’s assume that the target page https://kapwamarketing.com/google-ads/ is to be advertised with the keyword “Google Ads Agency”. In order to be prepared for the creation of the corresponding assets, you can now simply go to the corresponding target page and let yourself be inspired by the content there. What’s more: You can of course also have a look at other subpages of the domain to get even more input!
So let’s go to https://kapwamarketing.com/google-ads/. The following terms and phrases, which we could also reuse in our headlines and descriptions, immediately catch our eye:
- successful google ads
- for more sales
- professional optimization
- Increase in digital success
- creative, appealing, successful
- cost-effective search engine advertising
- Data-based approach
- meaningful event and conversion tracking
- non-binding SEA initial analysis
- reliable, friendly, customer-oriented
- free assessment of potential
- over 12 years of experience
- international, multilingual team
- fair and transparent pricing policy
- official Google partner
- monthly right of termination
- Use of high quality tools
- monthly Google Ads performance reports
- flexible and fast
- regular attendance of training courses and workshops
- Budget-based Google Ads advice
- …
As you can see, in just a few minutes you have a multitude of terms, adjectives, predicates and unique selling points that you can certainly use to create an above-average RSA!
Get inspiration from your fellow campaigners’ Google Ads!
It is still extremely profitable to be inspired by the Google Ads advertisements of your fellow campaigners. In this context, for example, the useful Google Ads tool “Ad preview and diagnosis” can be used.
So let’s go to our Google Ads account and click in the “Tools” category on “Ad preview and diagnosis”. We can now enter the keyword to be analyzed in the search field and select the location, the language (language setting of the user) and the device. So let’s enter “google ads agency” in the search field, select the location “Cebu”, the language “English” and the device “Desktop” – et voilà:
We can only derive the following terms and phrases from this one “diagnosis”:
- we work on a success basis
- high-performance campaigns
- Increase customer base
- arrange a free initial consultation
- successful search engine marketing
- reliable support
- account screening
- strategic advice
- win more customers online
- make more sales
- …
The advantage of the ad preview and diagnosis tool compared to the search query via Google.com (or other search engines of Google like google.com.au etc.) is that we can analyze numerous ads in a wide variety of locations quickly and efficiently. And the more you analyze and diagnose, the more asset inspiration you’ll get, too! But please don’t be so shameless as to simply copy entire advertisements word for word … For this reason, we also use the word “inspiration” very deliberately! 😉
Select the landing page that best matches the main keyword!
Our next tip is very obvious, but is not always followed. This tip aims to align the campaign and the associated main keyword with the landing page that best fits the main keyword. The targeting of the subpage https://kapwamarketing.com/google-ads/ with the main keyword “Google Ads Agency” should of course fit very well. Of course, it wouldn’t be completely absurd to advertise the subpage https://kapwamarketing.com/search-engine-advertising/ with “Google Ads Agency”. However, one could not speak of the most suitable landing page here.
For example, if you want to advertise an online shoe shop with the keyword “buy blue shoes”, then neither the start page nor the subpage with a selection of shoes (different colors) is the most suitable landing page, only the subpage that only shows blue shoes that are currently available and can be delivered quickly. If this subpage does not (yet) exist, then create it. Or in that case, let the ad placement with the keyword “buy blue shoes” stay the same! Google Ads advertising should be structured as stringently and logically as possible. Only those who take this into account can ensure high advertising relevance and quality factors!
Include the main keyword, a clever CTA or a USP in the displayed URL!
Another tip that is often overlooked is to enter path texts for the displayed URL. This URL is usually displayed below the blue ad title and above the black ad text in green. (You can find more information about the displayed URL here!)
The standard variant, which is also suggested by Google, is to accommodate the main keyword in a meaningful form in the path or in the two path texts. However, we have also had very good experiences with processing clever CTAs or USPs in the displayed URL. The following applies here: Trial and error!
Use as many ad extensions as possible!
Our tenth tip is also one that goes without saying, but unfortunately not always given sufficient consideration. If you want to create a high-performance campaign, you should actually use the possibilities that Google Ads offers and really exploit all potential. Logically, this also means that as many ad extensions as possible should be added to each campaign. Site links, extensions with additional information and snippet extensions can almost always be added, unless we are dealing with a one-pager. In this case, site links are unfortunately not possible.
Other extensions that should be carefully evaluated for use include call extension, lead form extension, location extension, affiliate location extension, price extension, app extension, and offer extension. In our blog, we will go into detail about each individual extension in the future.
Implement conversion tracking that is as detailed as possible!
Now we come to a point that is particularly important to us: the implementation of conversion tracking that is as detailed as possible. From our point of view, it is essential for the sustainable support of Google Ads campaigns in general and the optimization of responsive search ads in particular to provide intelligent event and conversion tracking. We recommend the options that the Google Tag Manager offers in conjunction with Google Analytics.
For example, clicks on phone numbers and e-mail addresses should be tracked as events via the GTM and transformed into conversions (goals with an appropriate goal value) in Google Analytics so that these events can also be imported into the linked Google Ads account. It is also important to track contact requests via contact forms and to have them flow into the Google Ads account as goals (with goal values).
When promoting online shops, it is practically mandatory to implement eCommerce tracking in order to optimize the responsive search ads in the best possible way. So make sure that these basic conditions are met in order to have the highest possible data quality in your Google Ads account!
Check the asset reports regularly and replace poorly performing assets!
Last but not least, we would like to advise you to regularly check the asset reports of the responsive search ads and to replace assets that are particularly poorly performing! To do this, go to the ad level and call up the asset details of the responsive search ad. You can then view data on the assets and the combinations.
Incidentally, Google’s AI can automatically recognize poorly performing assets and also uses the “recommendations” (keyword: optimization factor) to point out the same. Please consider the “recommendations” in your Google Ads, some of them can be extremely helpful!
Our conclusion on the responsive search ads in Google Ads
Based on the data we have from the numerous Google Ads accounts we manage, we can understand very well why Google has defined the responsive search ad as the new Google Ads standard. From our point of view, every ad group should have at least one professionally crafted RSA. However, we also recommend placing several expanded text ads per ad group – in addition to the RSA – in order to ensure the highest possible performance, but also meaningful comparison options.
We hope that our 12 tips above for more success with RSA will be of great help to you and we look forward to every constructive comment!