Responsive Search Ads – Show More Text to Your Customers and Improve Campaign Performance

Guna Nadar by - 6/16/2020 182 Views

Responsive Search Ads

Responsive search ads are the latest and most flexible Google search ads format that allows the advertisers or users to enter multiple headlines and descriptions.

Google ads

From expanded text ads to new lead form extensions, Google always adds new options and beta features to Google ads, and it never disappoints marketers and business owners in this. Google loves changes and so do we! Gone are the days when you wrote a headline and a description to create a single ad, and wait for the results (Yes, we are talking about the monotonous traditional Google search ads). Most of the times, traditional Google search ad feels like it’s stuck in time with the same format yet consistently delivering results. With Google’s new ad feature, Responsive Search Ads, we’re finally able to set up one ad with multiple headlines and a couple of descriptions. Once done, Google uses machine learning to test different combinations dynamically to find out one that performs best for different search queries. According to Google, using machine learning to test multiple sets of ad creative can increase clicks by up to 15 percent. Now, this is a potential game-changer!


Did you know over 3.5 billion searches are made on Google every day, making it harder for marketers to serve relevant ads for each query? With targeted messaging, responsive search ads makes you stand out from the crowd.

Responsive search ad – A New Form of Google Search Ads with Extra Incentives

“Responsive search ads let you create an ad that adapts to show more text – and more relevant messages – to your customers. Enter multiple headlines and descriptions when creating a responsive search ad, and over time, Google Ads will automatically test different combinations and learn which combinations perform best” – Google

Responsive search ads are the latest and most flexible Google search ads format that allows the advertisers or users to enter multiple headlines and descriptions. With RSA, the Google search ad provides an extensive scope for creativity. With this new feature of Google search ads, you can

  • Create different headlines for your ads, each with 30 characters
  • Provide different descriptions, each with a limit of 90 characters


Responsive search ads


With the headlines and descriptions provided by the user, the Google’s machine learning will learn, test, and optimize them to provide the best combination that performs well based on the search query.

Before RSA were released, extended text ads were the only option for text-based Google search advertisement. But, the introduction of RSA doesn’t have any negative impact on it because Google isn’t going to get rid of expanded text ads anytime soon. Moreover, Google recommends running at least one expanded text ad alongside RSA to make sure your ads appear as often as possible. RSA enables the advertisers to reduce their assignments and save money by minimizing the time required to examine and cope with the Google search ad variations.

RSA is flexible compared to all other ad types in Google search advertisement and adapts to the size and shape of the user’s screen. With the RSAs, the users cannot see all the headlines and descriptions. It shows at least 2 headlines and a description provided by the advertisers. Therefore, the responsive search ads, the latest format of Google search advertisement is never smaller compared to the expanded search ad.


Other ad types in Google search advertisement

In a nutshell,

  • Three Headlines
  • Two 90-character descriptions
  • Automatic rotation of headlines and descriptions

RSA Allows You to Pin the Headlines and Description

In general, when you create a responsive search ad, headlines and descriptions can appear in any order. You can control where individual headlines and descriptions appear in this form of Google search ad by pinning headlines and descriptions to specific positions.

How to Pin?

Once you enter the headline or description, a pin icon will appear. By clicking the icon, you can choose the position for your headline or description. If you want a message always appear in a particular headline or description spot, you can specify that as well. The image given below can explain you better.


RSA Allows You to Pin the Headlines and Description


Be informed that the headlines 3 and description 2 won’t be shown in the ad always. So pinned messages in those positions won’t always be part of the responsive search ad.

How Responsive Search Ads work?

The RSA of Google search ad arranges the text into several combinations after generating the headlines and descriptions. Then, artificial intelligence ensures that by making use of effectually shuffling the combinations such that the consumers can only see the version of the Google search ad that is most diligently allied with their requirements and welfares. This form of Google search ads contains a maximum of three headlines and two descriptions with different orders and combinations.

The RSA platform measures different arrangements over time and makes use of machine learning to assess the most successful combinations of unique search queries and the most applicable Google search ad versions. So, Google's AI does the grunt work until the primary creative progression is complete. The RSA of Google search ads offers many great advantages for the advertisers and their business.

Responsive Search Ads Perform Best with More Headlines & Descriptions

Google won't show the responsive search ads even if the headlines or details are too close. With each element of the RSA, use the creativity, and highlight different value props, offers, and call to actions.

  • For the above said type of Google search ad, it is essential to include a top keyword in at least 2 headlines of the choosing.
  • To insert the keywords into Google Search Ads, use Dynamic Keyword Insertion.
  • Make sure to include at least 3 headlines that do NOT contain the keywords.

It can prevent this sort of Google search advertisement from being too repetitive and allow searchers to show more interest.

Have headlines and explanations of the different lengths improve the probability that will support a 3rd headline or 2nd definition. Don't always seek to maximize the count of characters in every aspect.  Strong RSAs of Google search advertisement includes several unique messages which can be combined. Once the significant headline is written, which is to be revealed, move over to the right of the headline, and a pin icon appears. Clicking on the icon will give different options to ensure that the headline always shows. This also works with essential text for explanation.

How Do I Create RSA in Google search Ad?

After several months of running responsive search ads in open beta, advertisers in all available markets can now set up RSAs in their respective Google search ad account. It's really easy to build the Google search advertisement. Everything that is to be done in starting an account with Google search ad is to start a new Google search advertisement or change your campaign's current advertising.

How Do I Create RSA in Google search Ad?

When a new Google search ad is clicked, RSA will be one of the choices available from the dropdown. In addition to the headlines that suit your targeted keywords, you can then get the most out of your Google search ad by incorporating imaginative headlines and descriptions. 

Benefits of Responsive Search Ads

With the RSA of Google search ad, you can benefit

  • Machine learning optimization: Google's AI will now autonomously check all potential outcomes to save valuable time for advertisers. The RSA of Google search ads will then check and run all possible combinations to create the highest performing system.
  • Relevance: Headlines and descriptions of 90 characters can be included in the RSA of Google search advertisement. The Width may also be defined, which gives mobile more room to display. This makes responsive search ads more accessible on mobile devices compared to other types of Google search advertisement.  
  • Better Performance: The RSA of Google search ads tend to draw a higher rate of clicking (CTR) compared to other Google search advertisement. This is because they appear in more searches, and are thus more important to audiences. This type of Google search ad would draw more clicks, which possibly leads to more conversions. 

The Best Practices for Google Responsive Search Ads

The push toward automation is nothing new, and good news for advertisers is in Google search Ad. AI and machine learning help marketers create more complex, engaging, and tailored Google search advertisement, from smart campaigns and automated bidding to responsive Google search ads.

  1. Create at least two ads per group: You need to create several responsive text ads for each category of Google search advertisement. More variations can only provide long-term benefits to your Google search ad campaign.
  2. Make sure to optimize your ads every month: When you run several RSAs in each Google search ad category, then Google search advertisement will continue to display the best advertisements. One of the best strategies is to pause the underperforming ads and regularly generate unique and new ads each month.
  3. Make use of unique headlines: While you create headlines for Google search advertisement, you need to use unique text that matches your keywords and inspire customers to click your ad.
  4. Check the competitor’s Google search ad: You can search Google and other search engines to know what your competitor are doing and get inspirations for your headlines and descriptions for this Google search ads.
  5. Expanded text ads: You can also create expanded text ads while creating the responsive search ads.
  6. Unique messaging: Similarly, anyone doing the same thing in slightly different terms, the capacity of RSAs is lost. A rule of thumb is to get the messages special enough to show all of them together, and the Google search ad still makes sense. There is no need to add 3 headlines that are very close to those used in the same ad.
  7. A benchmark: Active Google search ads reflect a potentially groundbreaking addition to the pay-per-click advertising landscape. The level of customization mixed with the machine-learning given by Google provides this ad format the possibility to perform extremely well. Google search ad account can be leveled with more targeted and personalized ads to help boost the KPIs by using the best practices listed above and not over-committing to the format.


Responsive search ads are ground-breaking addition to Google search advertising that integrates AI and machine learning to perform extremely well. These ads take up more ad space in the SERP and push the lower ranked competition further down the page.  They definitely open up new opportunities for businesses to get a leg up on the competition. So, what are you waiting for? Take advantage of this new ad type and watch your bottom line grow. At SIM, we offer excellent Google ads services that drive instant traffic to your website. Our experts will adopt the right strategy that helps you to get the best results. Do feel free to contact our Google search ads experts if you are in need of further assistance.

Category :

SEO News

Tags :

responsive search ads,Google search ads

About Guna Nadar

Guna Nadar

Brief Info about Guna Nadar +

I mostly write technical aspects and not much into creative writing. For the past decade I worked along with top notch SEO & Internet Marketing professionals which naturally lured me into the world of Search Engines. When I am not writing I read from comics to philosophy.Antiques, Fishing, hunting are my passions. Currently I am working on Google Penalty protection and .... more info