A Guide to Creating and Optimizing RSA in 3 Simple Steps
Creating and optimizing Responsive Search Ads (RSAs) can be a challenging task for both seasoned PPC marketers and beginners. At SMX Advanced 2024, the biggest pitfalls that marketers face with RSAs were highlighted, making the already difficult task even harder. Let’s explore these common mistakes and learn how to turn your ads around.
Mistake 1: Looking at the Wrong Metrics
One of the common mistakes marketers make with RSAs is focusing on the wrong metrics. With so many competing scores, metrics, and diagnostic tools available, it can be overwhelming to determine which key performance indicators (KPIs) to focus on. Many marketers question whether the job of an ad is to get the click or to drive sales. It’s important to align your KPIs with business growth. While more clicks may seem like a good thing, it doesn’t necessarily lead to more conversions. In fact, studies have shown that despite an increase in click-through rates (CTR), conversion rates have decreased. To optimize your ads for conversions, it’s important to filter out wasted clicks and drive more qualified traffic.
Mistake 2: Not Using a Brief
In the “golden age of advertising,” successful ad campaigns always started with a strategic brief. However, in today’s fast-paced digital world, many marketers don’t have the budget or resources to create a brief. Ads are often written on the fly, aided by AI, without a foundation in strategy. This can result in nonsensical, keyword-stuffed ads that don’t resonate with the target audience. By creating a brief that takes into consideration details about your brand, audience, and goals, you can ensure that your ads are strategically aligned with your campaign objectives. Generative AI can also help in building a brief by providing insights into your target audience’s needs and preferences.
Mistake 3: Phoning in Your Ad Copy
Google Ads has become increasingly challenging for marketers, with limited control over ad creation and conflicting goals and advice. Many marketers rely on Google’s “best practices” to serve the best combinations of ad assets. However, this may not always be ideal for advertisers. It’s important to go beyond the conventional wisdom and create ad copies that truly resonate with your target audience. By understanding what your prospective customers care about and addressing their pain points, you can create compelling and differentiated ads that stand out from the competition.
In conclusion, creating and optimizing RSAs can be a daunting task, but by avoiding common mistakes and following a strategic approach, you can improve the performance of your ads. Remember to focus on the right metrics, use a brief to guide your ad creation process, and craft ad copies that truly resonate with your target audience. By implementing these simple steps, you can drive more conversions and grow your business through RSAs.
