A Step-by-Step Guide to Creating and Optimizing Google RSA
Creating and optimizing Responsive Search Ads (RSAs) can be a challenging task, whether you’re an experienced PPC marketer or just starting out. At SMX Advanced 2024, the biggest pitfalls marketers face with RSAs were highlighted, shedding light on common mistakes and providing insights on how to turn your ads around.
One common mistake that marketers make when it comes to RSAs is looking at the wrong metrics. With so many competing scores, metrics, and diagnostic tools available for evaluating RSAs, it can be overwhelming to determine which key performance indicators (KPIs) to focus on. It’s important to align your KPIs with business growth, as driving more clicks does not necessarily translate to more sales. In fact, despite an increase in click-through rates (CTR), conversion rates have actually decreased. To drive more conversions with less spend, it’s crucial to run ads that better qualify the click and filter out wasted clicks from your anti-audience.
Another mistake is not using a brief when creating ads. 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 fail to resonate with the target audience. By using generative AI to help build a brief, marketers can ensure that their ads connect to their audience’s needs and campaign objectives.
Phoning in ad copy is another common mistake. With limited control and ambiguous asset reporting, creating ads on Google Ads has become more challenging than ever. Marketers face conflicting goals, incentives, and advice, often relying on Google’s “best practices” to serve the best combinations of ad assets. However, this approach may not be ideal for advertisers. It’s important to focus on defining and differentiating the offer in order to make it more likely for the target audience to click. By addressing the concerns and pain points of prospective customers, ads can stand out from the competition and compel users to take action.
Overall, creating and optimizing Google RSAs requires careful consideration of the right metrics, the use of a strategic brief, and the development of compelling ad copy. By avoiding common mistakes and implementing best practices, marketers can improve the performance of their RSAs and drive better results for their businesses.
For more insights and examples on creating and optimizing Google RSAs, be sure to check out the full session replay of the SMX Advanced 2024 event.
