by Charlotte Westlake
May 26, 2022
From the 30th of June 2022, Expanded Text Ads (ETAs) will no longer be available to create or edit within Google Ads. This means that Responsive Search Ads (RSAs) will be the only format available when creating a standard search campaign. Using RSAs utilises automation and machine learning to simplify the process for many advertisers. However, it is essential that users learn how to use RSAs within best practice standards to ensure the success of their campaigns.
In this guide, we will talk you through what Responsive Search Ads are, how they work, and the best practices involved when creating high-quality copy for your campaigns.
What Are Responsive Search Ads?
Responsive Search Ads appear on Google SERPs (Search Engine Result Pages) very similarly to Expanded Text Ads in structure, featuring up to three headlines and two description lines when shown to users searching for relevant terms.
Where they differ is that during creation, RSAs allow 15 headlines and 4 description lines that Google alternates based on which combination provides the most success for your campaign – this is a process called machine learning.
Create Headlines Using Popular Keywords
Our first top tip for creating Responsive Search Ads is to utilise popular keywords closely related to your subject matter. The best way to test the popularity of keywords for your campaign is through Google Ads’ Keyword Planner. This allows you to enter keywords that you would like your campaign to appear for, and view the search volume across the past year along with the average bid you would pay per click, to appear on the top of relevant search results.
Adding these keywords to your RSA headlines increases the relevance of your ads along with their overall ad strength. A high-quality score and ad strength improve the likelihood of your ads appearing for these terms.
Use Call to Action Phrases
When writing your RSA copy, it is very important to include effective call-to-action phrases that direct your audience to conversion. For example, if you are advertising an eCommerce website you could use the call to action of “shop now”, “shop the collection” or “discover the range”.
Call to action phrases are typically used within a third position headline and within the ad description. This reminds users of the action to take and drives them towards your website.
Highlight Your USPs
One of the most important things to remember when creating your Responsive Search Ads is to highlight the unique selling points of your business. This is what sets you apart from other advertisers targeting the same keywords.
For example, if you offer free shipping, ensure that this is included within your RSA headlines to encourage users to engage with your advertisement and purchase your products.
Pin Headlines to Improve Visibility
A very useful feature of Responsive Search Ads is that Google allows you to pin specific headlines to ensure they feature in the order you want them to. This locks a headline to the first, second, or third position and gives you more control over how your advertisements appear.
For example, you want to pin your keyword-rich headlines within the first position to draw in your audience, and the call to action within the third to drive action to your website.
Get Help With Your PPC Campaigns
Whether you’ve dabbled in paid search in the past and need some fresh eyes to offer some new suggestions, or are completely new to paid search, our team can help! Get in touch with us today.
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