Responsive search ads (RSAs) are essential for Google Ads search campaigns. Introduced in 2018 as a beta format, RSAs became the default ad format for search campaigns on June 30, 2022, replacing Expanded Text Ads (ETAs).

The Power of RSAs

RSAs allow advertisers to provide multiple headlines and descriptions, which Google Ads then tests in various combinations to determine the most effective ones. These combinations are dynamically tailored to match the search terms of users, enhancing ad relevancy and flexibility.

Since the phase-out of ETAs, RSAs have become the standard. However, several updates have been introduced that advertisers need to be aware of. Here’s everything you need to know about RSAs in 2024.

Changes in Ad Structure

The traditional format of displaying three headlines and two descriptions is evolving. Google Ads is now frequently showing single-headline ads, sometimes combining a headline with the beginning of the description line.

These adjustments are made based on performance predictions, moving away from the fixed three-headline, two-description format to potentially enhance ad performance.

This shift reduces advertiser control, as the responsive nature of RSAs means the specific combinations displayed are not guaranteed. Therefore, it’s crucial to ensure your ads make sense in any order and with varying numbers of headlines and descriptions. Avoid splitting a sentence across two descriptions, as both might not appear together or in the intended order.

Also, the traditional format of RSAs featuring three headlines and two descriptions is becoming obsolete. Google Ads has recently revamped how RSAs can appear in search results.

Now, single-headline ads are increasingly common, with the system sometimes incorporating a headline and the start of a description line.

The appearance and placement of assets are determined by the system’s prediction of whether deviating from the original three headlines and two descriptions format will enhance performance.

Understanding Ad Strength

Ad strength is a diagnostic tool that evaluates the relevance, diversity, and quality of your RSA assets. You can view this score by adding the Ad Strength column to your ads page or in the blue box at the top when creating or editing an RSA.

The ad strength score ranges from Incomplete to Excellent. A higher score indicates a more effective ad according to the system. Google offers recommendations to improve this score, such as incorporating popular keywords and adding more headlines.

Despite extensive online debate, Google’s Ginny Marvin confirmed in April 2024 that Ad Strength does not influence Ad Rank. This clarification means a low Ad Strength score won’t necessarily lower your ad’s visibility. However, improving ad strength can lead to more diverse and relevant combinations, increasing the likelihood of your ads being shown in more auctions.

The Pinning Debate

There is ongoing debate about the impact of pinning headlines and descriptions on RSA performance. Some case studies suggest that pinning can enhance performance, while others indicate it may reduce visibility and click-through rates (CTR).

The general consensus is that pinning can limit the system's ability to create effective combinations. It’s advisable to pin assets sparingly and strategically. Advertisers may choose to pin assets to ensure the inclusion of essential information, such as a company name, legal disclaimers, or historically high-performing assets.

Campaign-Level RSA Assets

Starting in early 2024, Google Ads allows the application of up to three headlines and two descriptions at a campaign level. These assets can appear in any RSA within the campaign.

You can also pin these assets and set start and end dates, making them ideal for promotional or seasonal content.

Conclusion

While the core principles of responsive search ads remain unchanged since their inception, significant updates and best practices continue to evolve. As Google Ads leans more into AI-driven search, it will be fascinating to see how RSAs develop in the coming years. Stay informed and adaptable to maximise your campaign performance with RSAs in 2024 and beyond.