In a highly competitive online arena, it’s no surprise that many ad opportunities get buried amongst the noise. As consumers click from site to site and social to social, it’s time to start increasing your chances for success.One of the key disadvantages of a static ad is the inability to change it once it’s live. There’s nothing worse than spending countless hours crafting a trend-dominated headline for a new trend to come along just days later.This is where responsive search ads step into the mix. Allowing PPC marketers to craft multiple headlines and abbreviations for each ad they post, watch your CTR triumph as your campaigns adapt to consumer search queries.In fact, 72% of all ads on Google were responsive in 2019, and that number continues to grow. As searching habits evolve and the global pool of online users expands, could RSAs be the key to saving your ad strategy?

What are Responsive Search Ads?

Search trends are constantly changing. In a recent study, Google found that over 15% of search queries every day are brand new. As the world moves online, the number of different search combinations has become endless. So it’s no wonder that just one shot at an ad headline can quickly fall flat. Using responsive search ads (RSAs) PPC marketers can quickly create a set of multiple adaptable headlines and descriptions that are customised to adjust different search queries. First introduced in 2018, Google’s mission to aid marketers in creating a winning combination of text ads has changed the game for keen advertisers on Google.. Google’s RSAs invite marketers to come up with a number of headlines and descriptions for each ad before testing combinations to find a perfect match for their target consumer.Responsive Search Ads Graph(Image Source: Instapage)In fact, suggesting just 15 headlines and 4 descriptions can give Google up to 40,000 possible combinations to test. The more information you provide, the higher chance you have of receiving consumer clicks.

Why are RSA’s so important for PPC marketers?

Expanded text ads are on the move. After Google announced its decision to scrap ETA’s in the summer of 2021, RSAs are becoming an essential component of a modern-day ad strategy.While many marketers are still apprehensive to make the switch, we’re here to tell you why ignoring RSAs could actually be harming your campaign.Responsive search ads are driving a flexible future for PPC professionals. From more effective personalisation to CTA optimisation, here are three reasons to start taking RSAs seriously.

New levels of personalisation 

Personalisation is key in any PPC campaign. In fact, a whopping 88% of smart marketers have reported ad CTR improvements on the basis of personalisation alone. In a densely populated online world, the competition for consumer clicks is ramping up.The key to capturing your leads is to get personal with your messaging strategy. If an ad speaks to a consumer’s values, they’ll be more likely to click on it.So how are RSAs changing ad personalisation? Well, taking a user’s browser behaviour, keyword use and past clicks into consideration, responsive search ads can adapt to feed the exact needs a user is searching for!Using machine learning, Google’s RSA platform can quickly alter titles and descriptions to appeal directly to each unique consumer, taking factors such as location and device into account. 

Improving CTAs

Studies show that 90% of online users respond to a CTA when visiting a site. RSAs take call-to-actions one step further thanks to their ability to personalise the message sent to the consumer.In fact, personalised CTAs generate up to 42% more leads, according to Hubspot. So, by providing your RSA platform with as many headlines and descriptions as possible, you’ll quickly see a churn out of more effective target messaging.

Helps With Mobile Ads Optimization

Over half of all user traffic now comes from a mobile device. As mobile users demand faster loading sites, hyper-personalisation, and device adaptability, RSAs are quickly changing the game.Securing leads in 2022 is all about credibility. If you want your site to perform well on mobile as well as desktop, all aspects of the website design must be optimised. This includes your website domain name, your UX design and even your ad placement.Using responsive search ads, you can create customised headers and descriptions to fit a mobile device. The key to keeping mobile customers entertained is to keep content clear and concise so that Google can target shorter messages and target relevant keywords.. 

How to improve your RSA strategy

If you’re ready to start improving your own RSA strategy, you’ve come to the right place. Responsive search ads are only growing in popularity amongst modern-day paid search marketers, so it’s important to engage with them ahead of the curve.

Start pinning your ads

One of the key concerns related to RSAs is the loss of campaign control. Using Google’s pinning feature, you can quickly stay on top of the content your consumer sees.For example, if you want certain aspects of your headlines and descriptions to appear in all RSAs, you can quickly pin a field to a position, ensuring that no other generated combination will appear in its place.Graph of ad locations pinned for CTR and conversion rate(Image Source: Search Engine Land)As you can see here, by simply pinning a location, your impressions will rise. If you know your target consumers well, pinning the keywords, locations and CTAs that have performed well in the past will ensure your CTR keeps climbing.Depending on how many headline and description options you provide Google with, you can also pin multiple fields to one position. In doing that, you’ll guarantee that at least one of them will appear in each ad put out while still allowing Google’s AI to allocate the best fit.

Prioritise a quick call to action

We’ve already covered the benefits of a quick call-to-action, so now it’s time to learn how to improve your headline/description CTA.You only get 30 characters per header, so it’s imperative that you get your message across quickly. Get straight to the point. If you are trying to advertise an offer or deal, make sure you’re prioritising keywords such as ‘buy now’ or ‘exclusive offer’. Using these buzzwords will catch the attention of a consumer and drive up your CTR.Secondly, your CTAs should be action orientated. Don’t be shy, tell your browsers what to do. Instead of talking about your newest deals, tell your customer how an offer will benefit them and why they should choose you.

Get creative with your ad strategy

Last but not least, it’s time to start getting creative. After the ecommerce sector grew by a third in just 2020 alone, you’re certainly not the only brand working on its ad strategy.If you want to stand out from the crowd, your ad campaign needs to be unique. Find ways to provoke emotion within your messaging and try to work this into your call to action.When crafting your headline and description variants, include at least 2-3 unique selling points. What makes your brand different? What can you offer that a competitor couldn’t? These are the questions to keep asking yourself when structuring your next campaign.

A responsive future?

On the back of Google’s call to scrap ETAs and encourage marketers to start using responsive search ads, an era of hyper-personalisation is on the horizon for PPC professionals.“This change will help simplify the way you create Search ads and make it easier for you to drive performance with our automated tools,” Google mentioned in a 2022 statement“Responsive search ads help you compete in a wider variety of relevant auctions by delivering ads that adapt to show the right message for the right query. This means that you can drive incremental conversions and create fewer ads—all while spending more time on strategic initiatives for your business.”Those who switch to RSAs could see a 7% increase in ad-based conversions in 2023. Taking time to make the switch this winter is essential, especially if you want to stay ahead of the curve.