How Responsive Search Ads Perform
Since summer 2022, it is no longer possible to modify or add Expanded Text Ads. Google is betting on Adaptive Search Ads (RSA). This type of ads are more complex, you can write up to 15 titles and 4 descriptions, which implies a greater workload for the SEM Manager, but also the possibility of offering a better ad if it is well worked.
Cheer up to read this post where you will find all the help you need to get the best RSAs in less time👌.
RSA Search Ads are a type of ads available in search campaigns where, unlike expanded text ads, it is Google who decides which titles and descriptions are displayed on the user's screen after a search. In this way, it tests which combination works best for the search, the device and the user. This is an option provided by Google towards a more automatic account operation based on machine learning.
It is recommended to create at least one RSA in each ad group and test new copies based on their results. With the data available in Google Ads it is almost impossible to determine which copies have had the worst performance. One of the drawbacks to analyze the performance of these ads is that it is not possible to know which combination of titles and descriptions has been shown in each case, so you must trust that Google is selecting the best ones. To solve this problem, Dolnai's "Ad Creator" identifies, based on a large amount of tedious data to obtain for a SEM Manager, which headlines should be replaced and proposes possible new alternatives.
Thanks to all the available text variety it is very easy for Google to create the perfect ad for each search and to include the most relevant keywords that triggered the search, information that appears on the landing page, promotions and different calls to action. In addition, it is highly recommended to add extensions of different types to achieve excellent ad strength.
The objective of Responsive Search Ad is to increase the traffic and notoriety of the campaigns, Google assures that the CTR of these ads tends to be between 5% and 15% higher. The main advantages offered by these ads are their great flexibility by adapting to a greater number of searches and users and by displaying text adapted to different devices. This translates into time savings for the account manager when writing and analyzing the results obtained in the ads.
Although the texts may vary, it is possible to fix titles and descriptions in a specific position so that they are always displayed, although Google recommends not to abuse this option so as not to limit the rotation of texts and to be able to test different combinations. This option is interesting when you want to emphasize the product, keyword, brand or specific promotion.
From Dolnai we recommend, if you want to fix texts, to put several options in the same position that provide similar information and leave the rest unanchored, to allow Google to at least test different texts in that position, thus avoiding a penalty in the ad strenght.
Dolnai has developed a tool for optimizing Responsive Search Ads Reporting.