How to Optimize Google Responsive Search Ads
Google’s Responsive Search Ads (RSAs) is one of the most effective ad types available on the Google Ads platform. RSAs are a great way to improve your ad performance and get more clicks and conversions from your ad spend.
They are designed to help advertisers to match their ads to the user’s search query in a better way, by automatically generating multiple ad variations that are tailored to the user’s query.
Despite the benefits of RSAs, many advertisers are still not using them to their full potential. In order to improve the performance of RSAs, advertisers need to focus on creating high-quality ad copy and using the right keywords.
This article provides a step-by-step guide on how to create and optimize RSAs to improve your Google Ads campaigns. If you need any help regarding setting up responsive search ads or PPC management services, contact our Ad manager.
What are Responsive Search Ads?
Responsive Search Ads (RSAs) are a new type of ad that Google introduced in 2018. RSAs are designed to improve traditional text ads by giving advertisers more control over their ad creative and allowing Google to match ads to user queries in a better way. RSAs are a powerful tool for advertisers, and profoundly impact business operations online.
RSAs allow businesses to create a single ad that can be dynamically altered to show different headlines and descriptions depending on the searcher’s query. Responsive Text Ads are more effective than traditional search ads that have a single headline and description.
Despite their advantages, RSAs can be difficult to create and manage effectively. In this article, we’ll offer tips on improving your RSAs to make them more effective.
Responsive Search Ad algorithms were updated many times by Google. Let’s briefly recap what changes are added to RSA now.
- The most visible change is that RSAs have swapped the headline fields for a single, more extended field. Previously, you could write two 30-character headlines; now, you get one 85-character field.
- The description lines also increased in size from 80 to 90 characters each.
- Expanded Text Ads relied on Google’s algorithms to decide which version of your ad to show, whereas RSAs let you control that yourself.
- With Google’s new “ad strength” metric, you can indicate which of your RSA versions you feel is best. The idea here is to help Google’s ad delivery and optimization systems match the correct version of your ad to the right searcher. Once you mark a particular RSA as having “good” or “great” ad strength, it will get served up more often.
As a result of those changes, there are some trade-offs to consider with your RSAs. Here are some factors that should guide your decision:
Why should you perform Responsive Search Ads Analysis?
Google Ads recently introduced a new type of ad called responsive search ads (RSAs). RSAs are designed to maximize your ad’s performance by automatically adjusting your ad’s headlines and descriptions to match the user’s search query. To assess the performance of your RSAs, you need to perform an RSA analysis.
What are the types of A/B Testing for Responsive Search Ads?
Several types of A/B Testing can be performed for Responsive Search Ads (RSAs). The most common type is testing different headlines and descriptions to see which results in the highest Click Through Rate (CTR). Other tests may include testing different ad formats, extensions, and even landing pages.
To perform an A/B Test, you must create two or more ad versions. You will then need to run each ad version for a while, to gather data. Once you have enough data, you can analyze the results, to see which version performed the best.
Types of Responsive Search Ads:
- Pinning Assets:
BA’s Digital Marketing Team recently ran an A/B Test on our Responsive Search Ads (RSAs) to see if we could improve performance by pinning certain assets, such as headlines or descriptions, to specific positions on the SERP. The test results showed that pinning assets can improve performance, so we wanted to share with you, what we learned.
Pinning Assets means that you specify which asset, headline, or description will be shown in which position on the SERP.
For example, you can specify that Headline 1 should always be shown in position 1, Headline 2 in position 2, and so on. It can be done for all four headlines and two descriptions or just for some of them.
We found that pinning assets improved performance because it allowed us to control the SERP positions that our ads were taking up. By pinning assets, we could ensure that our ads occupy a consistent position on the SERP, making them more conspicuous and accessible for users to find.
In addition, Pinning Assets allowed us to control which message was being shown under which position. It meant that we could customize our message for each position on the SERP, which improved our chances of getting clicked.
We also found that pinning assets improved click-through rate (CTR) because it allowed us to test different messages in different positions. By testing different messages in different positions, we could find the combination of headlines and descriptions that worked best in each position. It helped us improve our CTR by up to 15%.
Lastly, pinning assets improved Conversion Rate (CVR) because it allowed us to show relevant messages in relevant positions. For example, if we knew that a user was looking for a particular product, we could show them an ad with a headline and description tailored explicitly for that product. It helped us improve our CVR by up to 16%.
So, there you have it! Pinning Assets provides us with many data points that help us improve CVR
2. Adding Assets:
Adding Assets to your Responsive Search Ads can improve your performance in several ways. For one, it can help you create a more compelling and relevant ad by showcasing different product features or selling points. Additionally, it can help you target a broader range of keywords, as your ads will be able to match a more comprehensive range of search queries. Finally, it can help you improve your Click Through Rates and Conversion Rates, by making your ads more eye-catching and relevant to users.
3. Swapping Assets:
Swapping Assets is a common technique used in A/B Testing to improve the performance of Responsive Search Ads (RSAs). By swapping out the images and headlines in your ad units, you can test different combinations to see which performs best.
The benefits of Swapping Assets are twofold. First, it allows you to test different combinations of images and headlines to find the most effective combination for your ad. Second, it helps keep your ads fresh and relevant, improving your Click Through Rate (CTR) and Conversion Rate over time.
If you’re not already using Swapping Assets in your A/B Testing, it’s time to start!
How to Perform RSA Analysis?
RSA Analysis involves four steps:
1. Collect data on your Responsive Search Ads performance
To properly assess your RSA performance, you must collect data on various factors. This data will help you understand how your ads are performing and whether or not they are meeting your goals.
There are several ways to collect data on your Responsive Search Ads performance. Google Ads provides several measures and reports that you can use to track your performance. You can also use third-party tools to collect data on your ads.
When collecting data on your Responsive Search Ads performance, it is essential to track various factors. Some of the factors you may want to track include:
– The number of clicks your ads receive
– The Click Through Rate of your ads
– The Conversion Rate of your ads
– The Cost Per Click of your ads
2. Analyze the data to identify areas of improvement
To optimize your Responsive Search Ads, you’ll need to analyze your data to identify areas for improvement. You’ll want to look at a few key metrics, including Click Through Rate (CTR), Conversion Rate, and Cost Per Conversion (CPC).
Once you’ve identified areas of improvement, you can start making changes to your ads. Try different combinations of headlines and descriptions, and experiment with different ad extensions. A/B Testing your ads can also help find the best-performing version of your ad.
By analyzing your data and making changes to your ads, you can improve your Responsive Search Ads and increase your chances of success with this type of advertising.
3. Make changes to your Ad headlines and descriptions
Responsive Search Ads (RSAs) are a new type of ad that gives you more control over your ad message. With RSAs, you can create multiple headlines and descriptions for your ad. Google will automatically test different combinations to find the best-performing ad for your search query.
Changing your RSA headlines and descriptions is a great way to improve your ad performance. Here are a few tips on how to do this:
1. Test different combinations of headlines and descriptions.
2. Use keyword insertion to customize your headlines and descriptions for each search query.
3. Write compelling headlines and descriptions encouraging users to click on your ad.
4. Keep your headlines and descriptions short and to the point.
5. Make sure your headlines and descriptions are relevant to your ad’s destination URL.
4. Repeat steps 1-3 until you are satisfied with your RSA’s performance
By following these steps, you can ensure that your RSAs are performing optimally and generating the best results for your business.
Tips for Improving Responsive Search Ads for your Business
A. Test Various Ads
Using Pinned Assets, Swapped Assets, or combining them, it’s evident that you can create several Responsive Search Ads which differ from each other.
As you can place three interactive search ads per group of ads, you can determine which one works best for each group of ads.
B. Give Sufficient Assets
Google allows you to create as many as 15 headlines and four descriptions.
By providing the full ad content in more numbers, you can be sure that you deliver the top choices for Google to play around with.
If you’re stuck for ideas, Google Ads will help you by offering suggestions in the interface.
C. Inspiring and Relevant Headlines
The Headlines section is another important aspect that marketers must take care of. Ensure that each heading is unique and distinct from the other.
If the Headlines vary from each other slightly, there is the inevitable chance of getting duplicates in the ads.
Mix up the responsive text ads to ensure that your headlines are in harmony with each other.
D. Descriptions are hooks
It is the Headline that draws the attention of people who are searching Google for a specific topic.
However, the convincing part of the ad is the content. It is content that convinces visitors to take another step… CLICK!!!
Use the description field to highlight important information, like special offers and add a Call To Action (CTA). It can significantly increase the effectiveness of your Click Through Ads.
Bring your prospective customers in, by offering a compelling offer, an impression of urgency, or even discussing a common issue you can resolve.
E. Use Google Ads Ad Strength indicator
When creating your RSA, an Ad Strength indicator will tell the user the extent to which an ad is “strong”.
Though we cannot rely 100% on the indicator, we cannot ignore 200%.
Consider the pinch of salt derived from the ocean and aim for a strong score.
Through this feature, you can see Google’s suggestions on how you can improve your Responsive Search ads.
F. Optimize Assets
Understanding the probability of getting a perfect responsive text ad in a single attempt is 0.001; optimizing the assets is the only way to get a perfect responsive text ad.
To Optimize the Assets,
1. Check the asset details at the ad level.
2. Identify the perfect responsive ad combinations.
3. Assess the Asset report of the cross-paid search campaign.
G. Ad extensions
The final strategy of the Responsive Search Ads optimization article focuses on Ad extensions.
Although technically, they are not an integral part of the actual advertisement, they are essential to a successful Search campaign.
They make your ads stand out and capture the maximum attention. Make sure to add different types of extensions in your advertisements!
There are a number of ways to improve Google Responsive Search Ads. The most important thing is to create a clear and concise message that is relevant to the user’s search query. Additionally, it is important to use high-quality images and videos, and to create a strong Call To Action. Digital Marketing agencies can help you create responsive search ads that are effective and improve your overall Google SEM campaign strategy.