You may have received (or will receive) an email from Google Ads with the instructions to start using Responsive Search Ads, instead of Expanded Text Ads.
This email says that your account will need to start using Responsive Search Ads after a particular date – generally June 30, 2022.
What’s a Responsive Search Ad?
Responsive Search Ads (RSA) are a new ad type that Google offers. For people seeing your ads, they appear the exact same as traditional search ads – headline, description, links, and extensions.
What has changed is how the ads are managed with in the Google Ads platform. Typically, Expanded Text Ads allow you to customise each component of the ad; specify two to three headlines and the two lines of description text.
One of the most important parts of creating ads is ensuring that they closely match what your customers are searching for – the more relevant you appear, the better the chance they will click on the ad.
Google has introduced Responsive Search Ads as a better way to allow their platform to customise your ads based on what people are searching for. Rather than just specifying two headlines and descriptions, you provide up to 15. This provides the opportunity for Google to customise the particular ad to the person searching.
The example below shows two versions of an ad; both for Wardrobe Design. The RSA is able to show the most relevant ad text based on the Google’s data and the interest shown. Option 1 for general wardrobe design; and Option 2 for bespoke wardrobe design.
Rather than requiring a specific ad to be set up for Bespoke; it can be responsively shown from the headlines and descriptions available.
What this means for Threesides Google Ads and Integrated Ads clients
If you manage your ads with us, we’ll ensure that your account will be updated as required with responsive search ads as part of your ongoing management and optimisation.
Google Ads Resources
About Responsive Search Ads: https://support.google.com/google-ads/answer/7684791?hl=en-AU
The move to Responsive Search Ads announcement: https://support.google.com/google-ads/answer/11031467