A responsive search ad is commonly used in PPC campaigns, it uses machine learning to dynamically generate different combinations of headlines and descriptions to create an ad that is more relevant to a user's search query. The advertiser provides several different headlines and descriptions, and the Google Ads algorithm tests different combinations to determine which combination performs best for a given search query. This type of ad allows for more flexibility and customisation and the ability to reach a wider audience with more targeted messaging.
Responsive search ad’s limits are as follows:
It is recommended to provide the total number of both headlines and descriptions as it provides the algorithm with more ad copy to work with, which helps the Google Ads algorithm to effectively test and optimise your ads. It also allows more variations to test different messaging and call-to-actions, which can help you and the algorithm identify what resonates with your target audience.
We have put together an RSA template that can help you with what to include in your headlines and descriptions to achieve effective ad copy for your PPC campaigns. You can download this template at the bottom of the page.
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| RSA Ad Copy Template | ||
| Headlines | Count (30) | |
| 1 | BRAND 1 | |
| 2 | BRAND 2 | |
| 3 | SEED KEYWORD/ AD GROUP THEME 1 | |
| 4 | SEED KEYWORD/ AD GROUP THEME 2 | |
| 5 | SEED KEYWORD/ AD GROUP THEME 3 | |
| 6 | SERVICE USP 1 (Free Shipping or Next Day Delivery) | |
| 7 | SERVICE USP 2 (Free Shipping or Next Day Delivery) | |
| 8 | PRODUCT USP/BENEFIT 1 | |
| 9 | PRODUCT USP/BENEFIT 2 | |
| 10 | PRODUCT USP/BENEFIT 3 | |
| 11 | PROBLEM PRODUCT/SERVICE SOLVES 1 | |
| 12 | PROBLEM PRODUCT/SERVICE SOLVES 2 | |
| 13 | PROBLEM PRODUCT/SERVICE SOLVES 3 | |
| 14 | SOCIAL PROOF 1 (1000 5 Star Reviews) | |
| 15 | SOCIAL PROOF 2 (Trusted by 500k Customers) | |
| Descriptions | Count (90) | |
| 1 | AD GROUP THEME & SOCIAL PROOF. | |
| 2 | AD GROUP THEME & USP. | |
| 3 | AD GROUP THEME & PROBLEM SOLVED 1. | |
| 4 | AD GROUP THEME & PROBLEM SOLVED 2. | |
If you have any further questions on RSA ads or anything Paid Search related, please get in touch with us today.
