Responsive search ads (RSA) it’s the new trend of Google ads. Businesses and marketers need to make sure their ads speak to potential customers and stand out from the competition.

Google Ads: Tips for Responsive Search Ads

Here are some tips about Google ads and how to create successful responsive search ads (RSA).

1. Headlines

RSAs allow you to add 15 different headlines (30 characters each). You can use different headlines to ensure that your main message always shows.

Google recommends trying 8 to 10 of the available headlines.

Create two to three of the headlines with unique messaging that relates to the keywords in the ad group (make sure to use often-used keywords in your headlines).

The rest of your headlines should focus on your business’s unique selling proposition (USP). Do you offer free shipping? Make that a headline. Does your product or service solve a consumer problem? Highlight that in a headline.

Consumers love seeing USPs. They are attractive and compel clicks.

Use whatever verbiage is necessary for your headlines to ensure that your business stands out from your competitors.

Use your copy to grab your potential customer’s attention and make them feel like they need to visit your site to see how your product or service can help them.

2. Descriptions

With a maximum of four description lines of ad text, your RSAs have the power to deliver the message you want to send. RSAs only show two descriptions at a time, and each description line has a maximum length of 90 characters.

Use these four description fields to highlight information that you didn’t already cover with your headlines. This space is where you should include your call-to-action (CTA).

Use the RSA descriptions like text ads. Make your ad compelling by making your potential customer feel like they need your product or service. Excellent ad copy is important to create successful ads.

3. Repurpose, not Reinvent Your Ads

If you have been running ads for a while, you probably have a good idea of what copy works and what doesn’t. So you can repurpose your existing ETA copy into your RSAs.

Google Ads Editor even has an easy way to export your current ETAs to RSAs.

Utilizing ad copy that has worked in the past will help give your RSAs a boost and improve performance in the future. Remember: repurpose, don’t reinvent.

4. Visually Appealing Ads

With RSAs, it is essential to keep in mind that Google will be deciding which headlines and description lines show.

If you repeat messaging in your headlines and description lines too much, your ads could look overstuffed with your messaging.

Your CTA should be different in each description line. Nobody wants to see an ad that has “Call Now” at the end of both lines of copy.

The more headlines and descriptions you provide, the better the system can choose which to show. It’s better to have too many than not enough.

Google Ad formats are changing and machine learning is the future. These tips for RSAs can help you to increase your sales.

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