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Responsive search ads (RSAs) and assets

6 minutes, 10 steps, workout 3 of 6 in this module

You write fifteen headlines for a new ad, the panel rates its ad strength Excellent, and a week later the client sends a screenshot of the ad as it actually appeared: two headlines that say nearly the same thing and nothing about why their product is different. With responsive search ads you don't write the ad, you write the parts, and Google puts them together. If each part can't stand on its own, the version people see is one you would never have chosen.

What you'll be able to do

By the end of this workout, you'll know the limits of a responsive search ad, how to pick strong headlines and descriptions, when pinning is worth it, and why ad strength is a guide and not a ranking factor.

A first look: You write the parts, Google builds the ad

Give an RSA 3 to 15 headlines (30 characters each) and 2 to 4 descriptions (90 characters each). Google mixes them into ads of up to three headlines and two descriptions, matched to each search.

What this workout covers

  1. 1You write the parts, Google builds the ad
  2. 2Pinning and ad strength
  3. 3Case: Ad strength says Excellent. Should you care?
  4. 4Summary

A question from this workout: Ad strength says Excellent. Should you care?

Pamora's towel ad group has run two responsive search ads for three weeks, with similar impressions and a similar cost per click of $1.40. Ad A has “Excellent” ad strength; ad B has “Average”. The break-even cost per sale is $45.

Ad A (Excellent): click-through rate
2.1%
Ad A: conversion rate
2.2%
Ad A: cost per sale
$64
Ad B (Average): click-through rate
3.4%
Ad B: conversion rate
3.6%
Ad B: cost per sale
$39

What do you do?

  1. Pause B: Average ad strength means it's the weaker ad
  2. Pause both and rebuild until ad strength is Excellent
  3. Keep A: Excellent ad strength gets it a better position in the auction
  4. Keep B and rework or pause A: B sells at $39 against $64, and ad strength doesn't decide that

Pick your answer first, then open the reasoning below.

Show the answer and the reasoning

Answer: D. Keep B and rework or pause A: B sells at $39 against $64, and ad strength doesn't decide that

Ad strength comes from variety and relevance. It isn't used in the auction, and results beat labels: B sells at $39 and A at $64. Google's own data says better ad strength tends to bring more clicks on average, so use the tips to add variety to B, then test again.

The other steps work the same way: you decide first, then see why each option is right or wrong.

How you practice here

  • 3 short concept cards
  • 3 multiple-choice questions
  • 1 campaign case with real-looking numbers
  • 1 matching exercise
  • 1 spot-the-mistake exercise
  • 1 build-an-ad exercise with a live preview