GOOGLE ADS UPDATE: RESPONSIVE SEARCH ADS ARE THE NEW
14 days. That’s the amount of time it took for Google to announce another change coming to their Google Ads platform. On February 4th, Google shocked the PPC advertising world by informing us that BMM (Broad Match Modifier) would soon be a thing of the past. Then, just two weeks later on February 18th, they came out with another announcement, notifying users of their ads platform that responsive search ads (RSAs) would be the new default ad in Google Ads.
This change will challenge us to reexamine our ad copy strategies and entertain the idea of even more automation.
THE TL:DR VERSION
This change isn’t THAT off the wall. Also, Google had previously established including at least one RSA per ad group as a best practice.
But before I get too far ahead of myself, let’s talk a little bit about what RSAs are and how to use them in your paid search campaigns!
What Are RSAs?
“Responsive search ads let you create an ad that adapts to show more text—and more relevant messages—to your customers.” – Google.
Seems great, right? Absolutely! But to get the full benefit from Google’s responsive search ads (RSAs), you have to understand what they are and how they work.
RSAs are Google Search ads that allow an advertiser to use multiple headlines and descriptions beyond the standard expanded text ad (ETA). Google allows for an RSA to have up to 15 headlines (ETAs allow 3) and up to 4 descriptions (ETAs allow 2). Using their machine learning algorithm, Google takes the headlines and descriptions you enter and creates an ad in ETA format to serve potential customers.
By adapting your ad’s content to match customer intent, RSAs intend to serve your customers the most relevant ad(s) possible based on their search queries. Additionally, Google will try to maximize performance across various devices, audiences, locations, etc. In doing so, it is able to use this data to serve the most relevant ad for that specific user.
Moving a level deeper, Google will test different variations of an RSA over time. In doing so, their machine learning helps to reduce the need of building countless ETA combinations. By adding in as many headlines and descriptions as possible (kudos if you can nail down 15 headlines and 4 descriptions), you are giving Google more opportunities to serve ads that more closely align with your potential customers’ search demand.