In July 2022, Google Ads put an end to standard text ads, leaving only one option — responsive search ads (RSAs). This means search campaigns will now look a little different. Let’s break down the key things you need to know about responsive search ads.
What are responsive search ads?
Responsive search ads are advanced text ads that allow for multiple headlines and descriptions. These elements can be displayed in different orders, either manually or automatically, using machine learning.
Here’s a simple example of how creating a responsive search ad might look:
The interface is pretty intuitive, but like any system, there are a few nuances to keep in mind.
Key things to know about responsive search ads:
👉 Up to 15 headlines and 4 descriptions can be added to each ad.
👉 The display order of the ad elements can either be automatic (machine-learning based) or manually set. So, when you craft your ad text, you’ll need to consider this flexibility.
👉 The syntax for dynamic insertions (like location or countdown timers for promotions) will be different compared to standard text ads.
👉 You can only have up to 3 responsive search ads per ad group — this is important because the system won’t let you create more than that.
👉 When building your ad, Google will suggest improvements that could enhance the ad quality. Higher quality scores often mean lower cost-per-click, so it’s worth paying attention to those suggestions.
* Google Ads developers believe that these changes will lead to higher-quality ads, which in turn will impact CPC more positively. So, take some time to get familiar with this new ad format.
We hope you found this material useful. See you next time!
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