Responsive Search Ads: What you need to know
Starting 30 June 2022, you’ll no longer be able to create or edit expanded text ads and we encourage transitioning any existing campaign(s) to take full advantage of the new responsive search ads format now so that you can still make use of all of Google Ads features.
With responsive search ads, you can create ad variations tailored for many different situations. Perhaps it is text that will read better on a smaller device or copy that will appeal to a user in a particular part of their search journey or even catering for users that look for specific words in the ad copy. Whatever the reason responsive search ads give you options so that there are more opportunities for your ads to be displayed. This ultimately can lead to better results.
When you create a responsive search ad, Google Ads will test different combinations of headlines and descriptions over time to see which one performs best. Responsive search ads are also a good option for making sure that all information about your proposition is clear and easy-to understand, even when it's displayed on smaller screens such as mobile devices.
Benefits of Responsive Search Ads
Responsive search ads help you better control your message by providing flexible ‘ad units’ which can adapt to the widths offered on different devices. They provide more options for sharing with potential customers and save time through multiple headline/description options, which Google Ads uses in its algorithm so it shows only those most relevant combinations.
You can optimise your ads to appear in more competitive markets and match more user search queries in the auction. With responsive search ads, you can attract more clicks and conversions that your existing text ad isn't capturing because these formats will help to compete in a wider variety of searches.
How RSAs work
You can optimise your ad performance by entering up to 15 headlines and 4 descriptions. This will help Google Ads serve ads that closely match potential customers' search queries, which in turn improves the chances of users clicking on your ad. After you enter headlines and descriptions, Google Ads assembles the text into multiple ad combinations in a way that avoids redundancy.
Google Ads will test the most promising ad combinations, and learn which ones are relevant for different queries. When they find a successful pairing of optimised headlines and descriptions that match users' search criteria and intent, then this new algorithmically generated combination becomes part-of your campaign's overall strategy.