Supercharge Your Ad Campaigns With Google Responsive Search Ads

Responsive search ads can do a lot to boost your ad traffic, but how do they work, and how can you get the most from them? These ads are becoming increasingly popular among all types of businesses, with 92% of advertisers using at least one Google responsive search ad in their Google Ads campaigns.

In this article, our Senior Paid Media Manager, Parker Hurley, will explain what you need to know about responsive search ads and how you can take advantage of them.

What We’ll Cover:

• What Are Responsive Search Ads?
• How to Set Up Your Responsive Search Ads in 5 Steps
• Best Practices for Google Responsive Search Ads
• Evaluate the Success Of Your Responsive Search Ads
• Responsive Search Ads: Pros and Cons
• RSAs: Example Copy
• FAQs About Responsive Search Ads

My Expert Insights on Responsive Search Ads

Your strategy for responsive search ads, or RSAs, is critical for search campaigns as keywords are matching more queries, making you eligible for more auctions.

Because your ads are eligible to show for more queries, advertisers must make full use of the 15 headlines and 4 descriptions to maintain ad relevance and compete in the most auctions possible.

Action Item: Check the ad strength of your ads. If you have excellent ad strength, you are in a good position to compete in the auctions you are eligible for. If you have poor ad strength, Google will provide recommendations on what needs to be improved. Keep in mind that an ad with excellent ad strength can underperform (and vice versa). Also, ad strength is not a measure of quality score.

What Are Responsive Search Ads (RSAs)?

So, what are Google responsive search ads, exactly? And how does Google Ads generate responsive search ads?

Put plainly, these are a specific type of Search Ads that pair ad headlines and descriptions to more effectively resonate with target audiences. They also give you the ability to add additional text to your ads and advertise on any platform.

In case it’s not clear, Google is doing all the split-testing for you by paying attention to the click-through rate (CTR) of different headline/description combinations and making a ruling as to which one is the “winner.” Then, it will run that ad the most often.

How are Responsive Search Ads different from other ad types? 

• You can write as many as 15 headlines with RSAs. Normally, you’re limited to three headlines.
• You can write four 90-character descriptions with RSAs. By comparison, expanded text ads limit you to two 80-character descriptions.
• You can use combinations of headlines and descriptions to widen your ads’ reach, allowing you to match more search queries and perform better in ad auctions.

They look like this:

In this ad, the headline includes three relevant keywords and modifiers to improve optimization, while the description further establishes relevancy and encourages more clicks.

Google responsive search ads started as a means of giving advertisers a flexible format for their ads. While these ads have always used AI to help optimize and test them, Google’s AI capabilities have further advanced to enhance search ads by matching them to user intent through comprehensive keyword and query analysis..

In many cases, responsive search ads are better to use than other types of ad formats. For example, they’re more adaptive and subsequently more dynamic than the phased-out Expanded Text Ads (ETAs) preceding them. They also offer a bit more control over Dynamic Search Ads (DSAs) that automatically generate and match headlines.

However, you may also want to couple Google responsive search ads with various other ad formats, including DSAs, call-only ads intended to drive phone calls, Performance Max ads which reach users across all of Google’s channels, and Google responsive ads for display campaigns that can present high-quality visual ads across websites.

Responsive Search Ad Templates

Responsive search ad templates are different from conventional ad templates. 

They can show up to 3 headlines with 30 characters, a display URL with two path fields of 15 characters, and two description fields with a max of 90 characters each. 

So if you’re catering to a market that you think will read a little more than what’s offered in a typical Google Ads advertisement, you should consider using them.

How Do Responsive Search Ads Work?

Although they look great on any device, that’s not the reason they’re called responsive search ads.

They earned the name because they’ll respond to user engagement by showing people the ad copy that’s most likely to achieve your campaign goal.

How does Google generate responsive search ads? It starts by allowing you to enter multiple headlines and descriptions. According to Google, “The more headlines and descriptions you enter, the more opportunities Google Ads has to serve ads that more closely match your potential customers’ search queries, which can improve your ad performance.”

Then, Google Ads will test different headline/description combinations to determine which one is the winner. With repeat use, Google Ads can learn which combinations work best to yield ideal results.

Start by coming up with multiple ad copy variants that you think will get people to your landing page. Then, Google will do the heavy lifting in terms of testing.

For each one, you can create the following:

• As many as 15 different headlines
• As many as 4 different descriptions

How many responsive search ads can you use? At this time, you can use up to three Google responsive search ads for every ad group, although experts suggest using one dynamic ad of “Good” or “Excellent” Ad Strength in most cases. Using two or three can make testing more flexible.

How to Set Up Your Responsive Search Ads in 5 Steps

1. Log into your Google Ads account and select the Campaigns icon in your dashboard, clicking on the subsequent Campaigns dropdown menu.

 

2. Click on Ads, which will take you to this window:

3. Click on the blue “+” icon to create a new ad, and choose Responsive Search Ad.

4. In the next window, you can enter your final URL and display path text content, which will generate a preview. In this window, you will also select up to 15 headlines and 4 descriptions, but you must add a minimum of 3 headlines and 2 descriptions.

Advanced Tip: Use at a minimum 8 to 10 headlines and 3 to 5 descriptions for ample variations, as this will give Google’s AI more content to work with when matching ad content to queries based on intent. Also, consider running A/B tests for ads to see which variants work best.

5. Choose Save once you’re done creating your ad text and view your preview.

Expert Tips

Keep in mind that Google has made some critical changes to its interface, including enhanced asset pairing to help keep ads relevant and facilitate contextual advertising.

You also benefit from improved reporting capabilities through the combinations report, which details how Google Ads pairs headlines and descriptions. Additionally, you have more control over pinned headlines in Google Ads, along with other pinned assets.

1 Big Consideration Before Creating Your RSAs

Now before you go crazy dreaming up ad copy, keep in mind one very important rule:

Each of your headlines must work well with each of your descriptions.

It’s stricter than that. Remember, Google Ads might show as many as three headlines and two descriptions.

Let’s pretend you sell cutting boards and you create two headlines, both under 30 characters:

• “Durable Cutting Boards”
• “50% Off Cutting Boards Now”

So your first headline appeals to people who might not even think they need your cutting board but are tired of buying a new one every few years. Your second headline appeals to people familiar with your brand but probably thought your price was too high in the past.

Those are both good headlines for a specific segment. Now, let’s say you created these two descriptions in your Google search ad:

• “Durable cutting board ensures quality service for all your culinary adventures”
• “We’re slashing our regular price of $49.99 down to $24.99!”

As you can see, the first headline works perfectly with the first description. The second headline works perfectly with the second description.

But you can’t really use them interchangeably, because they appeal to different market segments.

Here’s our golden ticket of advice: Create several headlines and several descriptions that all work together and target the same audience.

Our Expert Tip: Pin Your Top Copy Options

If you want more control, you can “pin” headlines and descriptions to a position.  Headlines can be pinned in the first, second or third position and descriptions can be pinned to either the first or second position.  

Here are two common reasons to pin assets:

1. Force necessary messaging to show like a promotion, disclaimer or event date
2. Ensure two headlines do not appear at the same time.  For example, if two headlines are pinned to the 2nd position, google will pick the top-performing asset to show.

Finally, remember that headlines can appear in any order. In other words, don’t assume that just because you enter one headline ahead of another one, they will always appear in that order on the ad. Google might flip them around to see which combo works best.

Best Practices for Google Responsive Search Ads

Plain and simple: if you want to take full advantage of RSAs, write multiple headlines.

Here are some more best practices to implement:

1. Use multiple headlines and descriptions to maximize the number of potential combinations, potentially giving you better matches for your ads.
2. Highlight something unique in each headline or description, to further diversify your ad combinations, and help Google select the best one based on your target audience’s wants and needs.
3. Don’t include keywords in every headline—not all of your headings will need keywords. Instead, simply focus on the headlines that use wording that connects with audiences.
4. Vary your headline and description lengths, which can help you gauge which ad text lengths generate the best responses. Some audiences may prefer more text and details than others when viewing your ads.
5. Evaluate ad quality using Ad Strength, which will further help gauge the effectiveness of your ads before launching them.
6. Use the “Pin” feature for headlines and descriptions when appropriate, such as when you want to include a disclaimer in each ad. Pinning this text would ensure it appears in part of every ad description. 

Google also offers the following recommendations:

• Include a keyword in two headlines
• Add three headlines that don’t include a keyword
• Add at least two descriptions
• Avoid redundant descriptions
• Avoid using keyword insertion in too many headlines
• When you’re not using headlines, highlight brand benefits, a problem you’re solving, or other perks like free shipping

Compliance and Limitations With Google Responsive Search Ads

With all responsive ads, it’s important to maintain compliance and understand the limitations that come with them. Adhering to Google’s guidelines for responsive search ads can help you avoid potential issues and penalties.

How Many Responsive Search Ads Does Google Permit?

Today, Google allows advertisers to use as many as three ads at a time for every ad group.

But how many responsive search ads are ideal?

Using three at once could help you with A/B split testing and pin down the ones that work best for your ad campaigns, but using one with “Good” or “Excellent” performance could be sufficient in many cases.

How Does Google Ads Generate Responsive Search Ads?

First, advertisers supply the ad content to Google Ads in the form of headlines and description assets.

Google’s AI then tests various headline and description combos to figure out the right blend for each related query. It also takes a look at the context of all queries, including signals like user intent and keywords to identify the most relevant matching combination.

Eventually, Google AI will better determine which ads match which queries best, perfecting your campaigns over time.

Based on ad performance, Google also assigns an Ad Strength score to each ad from “Poor” to “Excellent.”

Evaluating The Success of Your Google Responsive Search Ads

Now it’s time to measure the success of your ads. Here are a few critical key performance indicators (KPIs) and metrics to track:

• Impressions: This metric keeps track of how often your ads appear in front of audiences. While it doesn’t indicate views, it can give you a good idea of how far your ads are reaching when trying to connect with target audiences.
• Click-Through Rates: Whenever someone clicks on one of your ads, it counts toward your click-through rate or CTR. You can determine how appealing your ads are to viewers based on this metric, which could increase with effective headlines and descriptions in the case of RSAs.
• Conversion Rates: To determine how effective your ads are at actually converting leads into customers, you’ll need to measure conversion rates. You can also engage in conversion rate optimization practices to further boost conversion rates.
• Cost Per Conversion or ROAS: Keep track of this metric to determine what you’re spending on ads compared to the income you bring in with conversions. If your cost per conversion is too high or ROAS too low, work to optimize your ads for improved performance.
• Search Term Insights: View the top search categories where ads show up, which can help you further optimize your ads’ creative strategy.
• Viewability Metrics: Google Ads’s Advanced Active View can help you determine whether potential customers can see your ads based on “time on screen” and other criteria.

A/B Testing Strategies That Really Work

Want to learn how to create responsive search ads that get the best results?

Here are a few effective A/B testing methodologies to try that can improve ad performance:

• Thematic Testing: Try out various themes for your ads. For example, one ad might focus on benefits while another advertises pricing. You could then determine which theme truly resonates with your target audiences.
• Pinning Strategy Testing: Choose various positions for pinned descriptions and pinned headlines in Google Ads, helping you “pin” down the right spot for both assets.
• Audience Segmentation: Target various audience segments to see how different people engage with your ads. For instance, you might target an ad to both single parents and busy professionals and gauge views and click-throughs for both.
• Time-Based Scheduling: Testing different schedules for the ads at different times of day could also help you figure out when people are most likely to respond to your messages.

Responsive Search Ads: Pros and Cons

Still not convinced that RSAs will improve performance? Here are a few more pros of Google responsive search ads:

• Save more time and resources – With the help of more automated RSAs, you can save time and energy on developing several ad variations at once. Simply add several assets as you discover how Google generates responsive search ads on its own.
• Make quick changes to your ads as needed – Don’t wait for ad campaigns to run before making adjustments. If you find that your ads aren’t performing the way you want them to, simply make the necessary changes to copy and run new versions that are more likely to generate traffic.
• Get in front of more people – RSAs are flexible, meaning that they adapt to various device widths so you can reach your audience on any device. 

However, marketers have found using Google Responsive Search Ads to be challenging for a few reasons:

• No testing data visibility – As I mentioned above, Google does your split testing for you. Unfortunately, though, it doesn’t share the data that it used to determine the optimal headline/description combination. So you’re sacrificing knowledge for automation. If you want to examine the raw data yourself so you can get a “feel” for what kind of messaging resonates with your target market, you’re out of luck.  You can, however, see what asset combinations receive the most impressions.
• No consistent messaging – Since Google “assembles” your Google search ads for you, you can’t create a consistent message. If you want a headline 1/headline 2 combination that you think is dynamite for your audience, you really shouldn’t use them. Instead, run a typical Google search ad and optimize it for your keyword.

Recent developments have also affected the capabilities and performance of Google responsive search ads, such as enhanced machine learning algorithms that help Google adapt ads more efficiently based on user intent, increasing privacy restrictions forcing advertisers to rely more on first-party data, and insights into asset performance with in-depth metrics.

Increasing competition is also making it more challenging to develop ads that stand out in the mix.

Recent case studies have also shown how responsive search ads can benefit ad campaigns. One such study comes from PPC software company Optmyzr, which found that ads with a “Good” or “Excellent” Ad Strength rating managed about a 12% increase in conversions.

The study also showed how hyper-optimizing ads with well-placed pins and other elements significantly increased metrics like click-through and conversion rates.

Ads with more headline variations also led to more impressions per ad.

Some Responsive Search Ads Examples

Lastly, I’ll go over a couple of responsive search ads examples that work and ones that don’t work. Let’s assume you’re selling women’s hunting clothes.

Example 1 – Headlines for RSAs That Don’t Work

You create an RSA with these seven headlines:

1. Women’s hunting clothes on sale
2. Discount women’s hunting clothes
3. Women’s hunting clothes at a bargain
4. On sale now: women’s hunting clothes
5. Wholesale women’s hunting clothes
6. Shop women’s hunting clothes
7. The best selection of women’s hunting clothes

That doesn’t work.

Why? Because the keyword “women’s hunting clothes” is used in all the headlines. Remember: Google wants you to leave the keyword out of at least three of the headlines. Additionally, most of these headlines exceed the 30-character limit.

Example 2

1. Women’s Hunting Gear
2. Cool Women’s Hunting Clothes
3. Bargain Women’s Hunt Clothes
4. Sale Women’s Hunt Attire
5. Wholesale Hunt Apparel
6. Women’s Hunting Clothes
7. Best Women’s Hunt Gear
8. Women’s Hunt Gear Markdowns

These are some examples that work. Why? As you can see the headlines all work with each other. Also, the keyword “women’s hunting clothes” is used in only two of the headlines. And finally, all headlines are under 30 characters. 

Responsive Search Ads Examples for Various Industries

Let’s look at some additional examples of RSAs that can work across various industries, which can give you an even better idea of how to create responsive search ads that resonate:

1. Healthcare: For ads in the healthcare sector, you might use headlines like “Find a Doctor Near You” or “Your Health Is Our Priority,” while a description might be something like “Access trusted healthcare providers near you who really care. Book your appointment today.”
2. Real Estate: Headlines such as “Find Your Dream Home Today” or “Luxury Homes for Sale” could appeal to new homebuyers, with a description encouraging them to “Explore properties in prime locations. Let us help you find your perfect home.”
3. Travel: “Exclusive Travel Deals” and “Book Your Dream Vacation” could appeal to target audiences looking to travel, while the description “Plan your next adventure with our affordable packages” encourages people to “book and save!”
4. Education: “Enroll Today,” “Flexible Learning Options,” or “Advance Your Career with Online Courses” are good headlines for educational institutions, while a compatible description could attract new students with “Gain new skills with accredited programs. Learn at your own pace.”

Responsive Search Ads FAQs

1. Are RSAs replacing expanded text ads (ETAs)?

Yes. As of June 30, 2022, Google no longer allows you to create or edit expanded text ads. Google eliminated ETAs due to the improved capabilities of responsive search ads, which are more dynamic and allow for more varied headline and description combinations.

RSAs also more readily incorporate AI, machine learning, and automation, which are all critical focuses for Google as it moves into the future.

2. How many responsive search ads does Google Ads permit to run and test?

Google allows three RSAs per ad group. However, it helps to know how many responsive search ads are best to run at a given time. In some cases, you might want to use three for more variation and testability, but one “Excellent”-rated ad could be sufficient in helping you meet your goals and drive conversions.

3. Are Responsive Search Ads worth it?

Yes. RSAs have many benefits including:

• Testing different combinations of ad copy to understand which ones perform best
• Saving time and effort by letting Google’s algorithm automatically test and serve the most powerful combinations
• Adjusting the ad format and content to fit various devices

4. How does Google Ads generate responsive search ads?

Google Ads creates responsive search ads by taking advertisers’ input and using AI to determine which blend of headlines and descriptions is most likely to match a given search query.

Advertisers can provide multiple headlines and descriptions for each ad, and Google’s AI will choose the most appropriate combination based on signals like user intent and the specific keywords used in a query.

Eventually, Google uses machine learning to better determine which combinations are best, helping advertisers streamline their campaigns.

5. How do Google responsive search ads differ from static ads?

Unlike static ads, Google responsive ads for display and search keep ads flexible and capable of catering to each audience’s specific needs. For example, while a single static ad might focus on a particular benefit that might not appeal to all audiences entering certain attached keywords, a responsive ad could include description or headline variants that each target different benefits corresponding to changing user intent.

Maximize Your Responsive Search Ads Potential With Ignite Visibility

If you’re looking to save some time on your split-testing and create a marketing message that Google will optimize for results, start using responsive search ads. They’ll give you more space to get the word out about your business and additional opportunities to reach potential customers.

Need some help with your responsive search ads? Ignite Visibility has the expertise and resources needed to help you develop solid campaigns that get great results. 

When you turn to us, you’ll experience benefits such as:

• Effective ad headlines and descriptions for winning combinations
• Ad testing to gauge your ads’ effectiveness
• Regular monitoring and measurement to determine any necessary adjustments
• A mix of RSAs and other ad types to give you a balanced PPC campaign
• Audience research to find out which messaging will yield the best results
• And more!

Along with your paid media, you can also turn to us for everything from search engine optimization to a comprehensive digital marketing solution based on your needs.

Simply contact us today to get the help you need with your next strategy.