Google Responsive Search Ads: 5 Handy Tips to Grow Your Small Business

If you’ve spent any time managing the Google Ads account you probably already know that expanded text advertising have been completely phased out as of June 30, 2022. Responsive search ads are currently the ‘only’ text ad option on Google, four years after its debut and barely more than a year after making them the default ad type for text advertisements.

In this post we’ll explain exactly what responsive search advertising (RSAs) are, discuss why Google now only allows users to create these ads, and give you some tips on how to create RSAs that will assist your small business attract qualified visitors who are more likely to become customers.

Responsive Search Ads (RSAs): What Are They?

In order to be displayed across the Google network in the most effective way possible, responsive search advertisements are made to automatically adapt their size, style, and even messaging.

As a result, RSAs can appear on Google Search, Google Shopping, or even Gmail. They can display well as ads in themselves but the also the ads will be uniquely customised for the audience they are targeting. It’s all very smart.

How Do Responsive Search Ads Work? 

Three essential elements make up Google responsive search ads:

Headlines: You can have up to a maximum of 15 headlines in your responsive search ad. Google will test various combinations of these headlines to see which ones perform best.

Path Fields: Although optional, path fields are strongly advised. You can include up to two extra pieces of information about your website or company in the path areas. This might be a specific product page or your website address.

Descriptions: Up to four descriptions can be included in a responsive search ad. Google will experiment with various combinations of these descriptions to see which ones work the best, much like it did with the headlines.

Why are RSAs the Only Type of Text Ad Offered by Google?

Simply put, it implies that they are more effective at luring clicks that Google can then later sell. But why is Google putting their entire faith in this one thing?

Machine learning is allows for faster optimisations.

As an advertiser, you undoubtedly have a general idea of the message you want to convey to potential clients. However, Google is much more knowledgeable about our customers than any of us could ever be.

Every day, 8.5 billion searches are made on Google! Additionally, Google’s computers learn something with each search that is conducted, both about the person conducting the search and the website that was returned.

In theory, responsive search ads draw on all of the data gathered by Google’s network to produce ads that are most likely to be successful. This is profitable business for Google and mean that you’ll want to carry on advertising with them.

There are a few important considerations to make when creating RSAs.Make sure that your headlines are succinct.

  1. Make sure that your headlines are succinct
    Each headline in your advertisement can contain up to 15 characters. Although it might not seem like much, a strong headline is brief, sweet, and to the point.
  2. Employ relevant keywords
    Make sure to use pertinent keywords in your headlines. Avoid stuffing your meta descriptions with extra keywords if you want your ads to be seen by users with the right search intent.
  3. Make the ad copy independent
    By using RSAs, you can assemble the building blocks and ultimately hand off the project to Google. Make sure that your headlines and descriptions make sense on their own in order to ensure that the finished product makes sense.
  4.  Avoid pinning too many headlines and descriptions
    Although Google gives you the option to keep a specific message pinned in place, using too many RSAs defeats their purpose by limiting the number of possible combinations that can be displayed.
  5. Take note of your Ad Score
    Google has a helpful tool that rates your ads according to the messaging’s originality and relevance. As high scores will be directly correlated to increased site traffic and conversions, keep tinkering until you achieve them.

Clearly, RSAs are here to stay. They are yet another improvement to Google Ads that increases Google’s level of control. That may be a hard pill to swallow if you run a small business or oversee the marketing strategy for your organisation.

But the truth is that responsive search ads are effective. Over the course of the last four years, Google has implemented, examined, and improved them.

Even though the construction of them can occasionally be awkward and the ad combinations that Google generates can be puzzling, if you give it the right ingredients, it can work wonders.

If you have used Google Ads in the past but weren’t successful, it might be time to try again. RSAs might be the crucial component that your company is missing!