Ways to improve RSA (Responsive Search Ads)
Posted: Wed Dec 18, 2024 5:05 am
Currently, Google Ads will discontinue Expanded Text Ads (ETA) in June 2022 , and only Responsive Search Ads (RSA) will be available (as of July 2023).
This time, we will introduce five points that you should try to improve if you are not getting the results you want with Responsive Search Ads (RSA).
>>Download the document set (service documents and case studies) to learn about Ollie's
Table of Contents [ Hide ]
What are Responsive Search Ads (RSA)?
Responsive Search Ads (RSA) is a delivery type that delivers a combination of headlines and descriptions that you set for each auction . It automatically tests different combinations of headlines and descriptions and learns which combinations perform best.
For more information on responsive search ads (Google Ads Help), click here →
5 ways to improve Responsive Search Ads (RSA)
Here are five points to consider when trying to improve your responsive search ads (RSA) if you’re not seeing results.
[Point 1] 10 headlines and 3 or more descriptions
The strength of responsive search ads (RSA) is in the more variations and testing they can provide. From a machine learning perspective, it is recommended to have at least 10 headlines and 3 descriptions . It takes effort to create that much volume, but if possible, it is ideal to set the maximum number to 15 headlines and 4 descriptions.
As explained in detail in point 2, try multiple headline appeals to see which one produces the best results. If you want to try four patterns, you will need about 10 headlines. A maximum of two descriptions will be displayed in the ad, so you need three or more to test combinations.
[Points to note when creating headlines and descriptions]
・ Assets are displayed in no particular order, so use expressions that make sense on their own
・ Check how headlines are combined and see how they actually look
*If there are multiple company/brand name assets, such as "For XX, choose ABC Company" or "XX from ABC Company," company names are likely to be clicked on, so there is a chance that two assets with nearly identical content will be displayed as headlines at the same time.
For more details, see the following article.
[Search Ads] Example of asset improvement for Responsive Search Ads (RSA)
[Point 2] Include multiple appeals
Including a variety of appeals is important not phone number lookup mexico only for improving advertising performance, but also for understanding user needs .
However, if you create it on a whim, the appeal pattern and number will be biased. It is useful to use the "4P framework" to come up with ideas comprehensively.
What is the 4P Framework?
Typical phrases are ones that directly encourage action, such as "free consultation" or "get a quote now," but they also often push the user by presenting their concerns or problems, such as "Are you worried about XX?" or "I'm concerned about
, if the product has multiple variations, it is effective to highlight the variety, such as "a gift catalog with 5 varieties to choose from."
Users will feel uneasy if they don't know what company or brand it is, so as a general rule, you should include your company or brand name in at least one heading .
In our past experience, headlines containing company names tend to get more impressions and have better or better ad ratings.
Also, if you have a store, you can use the ad customizer to dynamically change the bold text to match the user's location, such as "For wedding venues in Kanagawa , try XX (company/brand name)," which can help improve CTR.
*Depending on the products or services you offer, it may be a good idea to add any aspects that have been missed.
Below is an example of a product that has been created based on the 4P framework. From this, we used two or three points from each perspective that best matched user needs in light of past performance, and created headlines and descriptions.
[Point 3] Utilize "Ad Customizer"
By utilizing "Ad Customizers" in the same way as Expanded Text Ads (ETAs), text that is almost identical to the keywords searched by the user will be displayed in the ad. By using "Ad Customizers", you can
attract the user's attention and mainly increase the click-through rate .
This time, we will introduce five points that you should try to improve if you are not getting the results you want with Responsive Search Ads (RSA).
>>Download the document set (service documents and case studies) to learn about Ollie's
Table of Contents [ Hide ]
What are Responsive Search Ads (RSA)?
Responsive Search Ads (RSA) is a delivery type that delivers a combination of headlines and descriptions that you set for each auction . It automatically tests different combinations of headlines and descriptions and learns which combinations perform best.
For more information on responsive search ads (Google Ads Help), click here →
5 ways to improve Responsive Search Ads (RSA)
Here are five points to consider when trying to improve your responsive search ads (RSA) if you’re not seeing results.
[Point 1] 10 headlines and 3 or more descriptions
The strength of responsive search ads (RSA) is in the more variations and testing they can provide. From a machine learning perspective, it is recommended to have at least 10 headlines and 3 descriptions . It takes effort to create that much volume, but if possible, it is ideal to set the maximum number to 15 headlines and 4 descriptions.
As explained in detail in point 2, try multiple headline appeals to see which one produces the best results. If you want to try four patterns, you will need about 10 headlines. A maximum of two descriptions will be displayed in the ad, so you need three or more to test combinations.
[Points to note when creating headlines and descriptions]
・ Assets are displayed in no particular order, so use expressions that make sense on their own
・ Check how headlines are combined and see how they actually look
*If there are multiple company/brand name assets, such as "For XX, choose ABC Company" or "XX from ABC Company," company names are likely to be clicked on, so there is a chance that two assets with nearly identical content will be displayed as headlines at the same time.
For more details, see the following article.
[Search Ads] Example of asset improvement for Responsive Search Ads (RSA)
[Point 2] Include multiple appeals
Including a variety of appeals is important not phone number lookup mexico only for improving advertising performance, but also for understanding user needs .
However, if you create it on a whim, the appeal pattern and number will be biased. It is useful to use the "4P framework" to come up with ideas comprehensively.
What is the 4P Framework?
Typical phrases are ones that directly encourage action, such as "free consultation" or "get a quote now," but they also often push the user by presenting their concerns or problems, such as "Are you worried about XX?" or "I'm concerned about
, if the product has multiple variations, it is effective to highlight the variety, such as "a gift catalog with 5 varieties to choose from."
Users will feel uneasy if they don't know what company or brand it is, so as a general rule, you should include your company or brand name in at least one heading .
In our past experience, headlines containing company names tend to get more impressions and have better or better ad ratings.
Also, if you have a store, you can use the ad customizer to dynamically change the bold text to match the user's location, such as "For wedding venues in Kanagawa , try XX (company/brand name)," which can help improve CTR.
*Depending on the products or services you offer, it may be a good idea to add any aspects that have been missed.
Below is an example of a product that has been created based on the 4P framework. From this, we used two or three points from each perspective that best matched user needs in light of past performance, and created headlines and descriptions.
[Point 3] Utilize "Ad Customizer"
By utilizing "Ad Customizers" in the same way as Expanded Text Ads (ETAs), text that is almost identical to the keywords searched by the user will be displayed in the ad. By using "Ad Customizers", you can
attract the user's attention and mainly increase the click-through rate .