When you start working with Google Ads, you’ll encounter many different types of ads. In this article, we’ll tell you more about Responsive Search Ads (RSA) and how they differ from their predecessor, Expanded Text Ads (ETA). We’ll also give you some tips on how to make your RSAs as successful as possible.
What is an RSA?
An RSA is a Responsive Search Ad, i.e., a responsive ad that attempts to address the user’s search intent. An RSA consists of multiple headlines and descriptions that you can enter yourself in Google Ads. Google Ads then selects the most relevant format for your ad to best answer the user’s query.
The major advantage of RSA is that Google Ads itself determines (and tests) which different combinations perform best. This improves your campaign’s performance. In this way, the ad content is precisely tailored to the search terms of the user, your potential customer. The use of responsive search ads offers several additional benefits:
- Each ad is adapted to the screen width of the device the potential customer is using, ensuring it is readable for everyone.
- Responsive search ads save you a lot of time. This is because you give Google Ads more options, allowing the tool to create combinations on its own to best appeal to your customers. In the past, you would have had to create countless standard text ads (the predecessor of the ETA) to achieve this number of variations.
- You can tailor the headlines and descriptions in your ads to locations where your customers are located, frequently visit, or are interested in.
- Due to the various combinations of headlines and descriptions, your ad competes in multiple auctions. This means it is displayed in multiple search results.
- You have the option to lock in headings and descriptions so that, for example, you don’t have the brand name appear twice in the headings.
From ETA to RSA
The predecessor of the RSA is the ETA. An ETA is an Expanded Text Ad, i.e., an expanded text advertisement. The ETA was the successor to the standard text ad, which was allowed to contain much less text and, for example, no visible URL. Unlike the RSA, with an ETA you have control over how your ad is displayed. You write a maximum of three headlines and two descriptions for the ad, and that is exactly how it is displayed.
Starting June 30, 2022, it will no longer be possible to create and/or edit an expanded text ad. You will still be able to view performance reports, but Google Ads recommends converting all ETAs to RSAs.
Tips for a successful RSA
Ideally, you should provide Google Ads with as many unique headlines and descriptions as possible that align with your business. To help you get started on creating a successful RSA, we’ve put together some tips for you:
- Make sure the purpose of your ad is clearly conveyed in the headlines and descriptions.
- Make the headlines and descriptions as unique as possible.
- Include your USPs in your ad.
- Add various relevant extensions, such as price and image extensions.
- Make sure your keywords are included in your headings.
Once you’ve launched an RSA, be sure to check it regularly to maintain an optimal quality score. Also, continue to exclude search terms so that the ad isn’t shown for irrelevant search queries.
