Responsive Search Ads (RSAs) have been around for many years now, but for some reason, so many Google Ads practitioners still find them confusing. RSAs can be incredibly powerful if you know how to use them correctly.
What is a Responsive Search Ad?
A Responsive Search Ad, or RSA, is the default ad type for Google Search campaigns. When you create an RSA, you must provide three things:
- Final URL: The landing page where you want users to go after clicking on your ad.
- Headlines: The clickable part of your search text ad. Minimum 3, Maximum 15. 30-character limit each. I generally recommend having 8-10 headlines in your RSA. We previously covered ad headlines in this series.
- Descriptions: The black text that accompanies your headlines, to complete your RSA. Minimum 2, Maximum 4. 90-character limit each. I recommend having 2 or 3 descriptions in your RSA.
Your RSA can also have:
- Display path: This is not your final URL, but instead, an optional piece of text that signals to the user what type of page they’ll land on. Minimum 0, Maximum 2. 15-character limit each.
Are assets part of a Responsive Search Ad?
Assets (formerly known as extensions) are an optional but helpful part of your Search ads.
While you can create/edit assets while creating an RSA, I don’t recommend doing this. Instead, create and save your ad, and then go to the Assets tab to add/edit assets at the account, campaign, or ad group level.
To learn more about assets, check out previous articles in this series about Message assets, Image assets, Sitelink assets, or Structured snippet & callout assets.
Is Ad Strength important for Responsive Search Ads?
When you’re building your RSA, you’ll see a blue bar at the top with a score for “ad strength.” It will say “poor,” “average,” “good,” or “excellent.”
Good news: you can ignore this. Even Google has stated that this score does not directly affect your ad’s performance.
Think of Ad Strength as a checklist of Google’s best practices. It’s a helpful guide, but don’t let it be the only thing you focus on.
Your RSA Ad Strength score is based on three things:
- Are your keywords being used in your headlines and descriptions?
- Have you provided enough headlines and descriptions?
- Are your headlines and descriptions different enough from each other?
For example, if you were to create four headlines like “Search Engine Land,” “Read Search Engine Land,” “Search Engine Land News,” and “Search Engine Land Articles,” Google would consider those to be too similar and your ad strength would suffer.
5 tips to improve your RSA performance
Now that we have the basics down, here are some of my favorite tips to get the most out of your responsive search ads.
1. How many RSAs per ad group?
You can have up to three RSAs per ad group, but it’s rare that you’ll need more than 15 headlines and four descriptions to…
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