Responsive search ads (RSAs) have become a standard practice for Google Ads search campaigns. Launched in 2018, RSAs allow advertisers to provide multiple headlines and descriptions, and Google Ads will test different combinations to determine the most effective ones. This provides ad content flexibility and improves relevancy for individual searchers. However, there have been updates to RSAs in 2024 that advertisers need to be aware of.
One major change is that the concept of displaying three headlines and two descriptions in RSAs has been replaced. Single-headline ads are now more common, with the system sometimes adding a headline at the beginning of the description line. This means that advertisers have less control over how their RSAs appear, as the system determines which combinations are shown. Advertisers need to ensure that their ads are coherent in any order and with any number of headlines and descriptions.
Another important aspect of RSAs is the ad strength score, which measures the relevance, diversity of assets, and quality of the ad. A higher ad strength score indicates that the ad is more likely to be effective. Google provides recommendations on optimizing ads to improve the score. However, it was confirmed in April 2024 that ad strength is not used for ad rank, so a low-scoring ad can still perform well. Improving the relevance and diversity of assets allows for more combination creations and increases the opportunity to show more relevant ads.
There has been ongoing debate about whether pinning headlines and descriptions in RSAs helps or hurts performance. Some case studies suggest that pinning boosts performance, while others report decreased visibility and click-through rates. The general consensus is that pinning can impact the system’s ability to create effective combinations. Advertisers should use pinning sparingly and strategically whenever possible.
In 2024, Google introduced the ability to apply up to three headlines and two descriptions at a campaign level. These assets will be eligible to appear in any RSA within that campaign, and advertisers can also pin them in certain positions and set start and end dates. This is ideal for promotional periods or seasonal content.
Advertisers can also access performance reports for individual assets and combinations. These reports provide information on impressions, performance compared to others of the same type, and ratings. Advertisers can use this data to identify assets that need improvement or replacement based on impression performance.
While the foundation of RSAs remains the same, there have been developments in reporting and best practices. As Google Ads continues to prioritize AI-powered search, it will be interesting to see what the future holds for search ads.
Overall, understanding and utilizing RSAs effectively can greatly improve the success of Google Ads search campaigns. Advertisers should stay updated on the latest updates and best practices to make the most out of this ad format.
