What are RSAs and how do they work?

Google is always innovating, finding new

• Simplicity: Save time by creating just 1 Ad
ways to help you reach the right audience
• Flexible: Adapt to device width
with the right message. Using Responsive
• Control: Pin your specific headlines (or)
Search Ads, you can create one ad with
description lines
multiple headlines and description options
• Performance: More Real estate &
to let AdWords show the most relevant
5-15% clicks uplift
message to your customers.

Reach your customers with the right message

Now, show up to
3 Headlines &
2 Description lines.

How does RSA work?

Advertiser text assets within a
responsive search ad
(3-15 Headlines, 2-4 Descriptions) Possible ad combinations
Headline 1 Description 1
Headline 2 Headline 1 | Headline 2 | Headline 3
Description 2 example.com
Headline 3
Headline 4 Description 3 Description 1. Description 2
Description 4
Headline 4 | Headline 2 | Headline 5
Headline 15 example.com
Description 3. Description 1

etc.
etc.
 What benefit will RSAs drive for you?

Get 31k monthly incremental clicks* with

Responsive Search Ads

We expect ad groups with responsive search ads to

have a click uplift of 5 - 15%

You’ll receive the most benefit from testing responsive search ads
in high traffic receiving non-brand campaigns

Take Action

Your current 1+ RSA Ad depth is 0%

Add one RSA per AdGroup for your high traffic, non branded
campaigns with at least 1 ETA

*Based on historic account performance in Google Ads. Estimates are indicative and subject to change 2
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Best Practices:
1) Add one responsive search ad per ad group. Provide at least 5
distinct headlines that do not repeat the same or similar phrases.
Providing redundant headlines will restrict our ability to generate
combinations.
2) Select ad groups with a good amount of traffic. Focus on
non-branded ad groups.
3) Regularly monitor performance and status of ads.

Below are more detailed recommendations to write text ads that are
specific, relevant, attractive, and empowering.
● Focus on providing as many assets as possible which are distinct
from each other within an ad group.
○ Remember, your Responsive Search Ad may show up to 3
headlines and 2 descriptions side by side.
● Try to phrase an idea in different ways: our system will avoid
showing redundant text side-by-side.
● Don’t try to maximize character counts in the headlines. You can test
both shorter and longer headlines. Google’s machine learning will
assemble relevant ads for better performance.
● Try to provide 2-3 more headlines related to the keywords - for
example, you can use synonyms of the keywords, different orders of
the phrases with the keywords present
● Try to add headlines with different meaning, for example "Call us
now", "Contact us now" and "Visit our store" are all call to actions so
we recommend adding more assets with different meaning, for
example the name of your service, company, promotions, etc.
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Here is a cheat sheet to come up with headlines and descriptions:

Text ideas Description Examples

High query relevance Keywords in your ad text show your ● ‘Buy Digital Cameras’ if
ad’s relevance to what people want. digital cameras is a
keyword in the ad group
Tip: Search these keywords to see what
results appear. Write text that appeals
to what people will see in the results
page.

Product or service What are you offering? What are its
features?
Problem you’re Step into your customers’ shoes. How
solving & benefits does your offering add value, solve
their problems and improve their lives?
Tip: Try testing different adjectives that
would describe these benefits, like
relaxing, luxurious, or comfortable.
● Bouquets from Local
Growers
● Certified Pre-Owned Cars
● Web Hosting Plans
● We Accept Most Insurance
● Post your Job to
Multiple Sites in
Seconds
● Hassle-Free Meals in 30
Minutes
● No Cooking Required
● Two Convenient Locations

Brand If you have a strong brand, emphasize ● Brand Name

it. ● [brand.com]
● Best prices from [brand]

Slogans & taglines Short and striking phrase ● Ask more of your phone
● Build what’s next
Tip: Include ways that define your
brand, such as title/sentence case,
punctuation or trademark symbols.

Call to action What do you want your customers to ● Book Your Hotel in Las
do? Add urgency. Vegas
● Schedule a Test Drive
Tip: Think about what part of the Today
customer journey they user may be in
when searching for keywords in the ad
group. Key benefits about your product
/ business may be more impactful
earlier in the process.
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Cheat sheet (continued):

Trust Why should customers trust you? ● Over [num] Years’

Experience
● Official Site
● Certified and
Accredited

Inventory & What categories, options and ● 100s of Options to

selection selections do you offer? Choose From

Support & How do you provide support? ● 24/7 Service

customer service What are the costs and ● Call Toll-Free
availability?

Warranties or What assurances can you offer? ● Lifetime Warranty

guarantees ● Low Price Guaranteed

Shipping & Returns What shipping options do you ● Same-Day Delivery

provide and at what cost? ● Free Shipping
● Hassle-Free Returns
How do customers return
products and what are the costs?

Pricing & fees Prices, taxes, processing and ● Book from $[num]
misc fees ● No Cancellation Fees

Tip: Think about what part of the

customer journey they user may be
in when searching for keywords in
the ad group. Highlight pricing
when they are closer to purchase.

Incentives & Quantifiable and non-quantifiable ● Up to 33% Off

discounts discounts and deals ● Weekend Deals

Payment Details What payment options and ● Fast & Secure

schedules do you provide? How ● Buy With Confidence
do you provide a better payment
experience than your
competitors?

Awards, Ratings, Quantifiable as well as generic ● [num] Million Happy

Reviews ratings and reviews Customers
● [num] Star Service
Tip: Look through your customer
testimonials about how they
describe your business and
incorporate their voice in your ads
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