Rsa ads
Author: J | 2025-04-24
The findings from our study show that ad groups with more RSAs tend to get significantly more impressions, but ad groups with two RSAs experience a surge in conversion rate that single-RSA and three-RSA ad groups don’t. Having 2 RSA ads per ad group seems to be the sweet spot mostly based on improved conversion rates The findings from our study show that ad groups with more RSAs tend to get significantly more impressions, but ad groups with two RSAs experience a surge in conversion rate that single-RSA and three-RSA ad groups don’t. Having 2
Guide To Google Ads Ad Customizers in ETA And RSA
Ongoing ad copy test run by Google to maximize results. If we allow Google’s machine learning to do the heavy lifting when it comes to identifying ad copy improvements and facilitating testing, marketers can focus their time on strategy and ongoing optimizations.But how should marketers prepare for the year ahead? Start small, adding at least one RSA into ad groups to run alongside other existing ads. A safe way to ease into this is to create an RSA that only features your ETA copy. This will allow Google to start mixing and matching different ad copy variations to determine which permutation yields the best results.When expanding ad formats to include RSAs, marketers can leverage a feature within Google Ads that can help strengthen ad copy. As outlined in the screenshot below, during the RSA creation process, Google can scan the inputted URL and keyword lists and suggest relevant headlines and description text to test. The best part? This feature removes the pain points associated with manually writing ad copy that fits character limits.Additional considerationsAs many marketers have long leveraged ETAs in paid search, there might be some hesitancy about going all in on RSAs and losing ETAs. If you’re on the fence, here are a few things to consider:Am I losing control of my search ads?There are several advertisers who may be worried about the way in which ad copy will be presented in RSAs, as there may be legal implications if ad copy is out of place. Fortunately, here is a way to control the RSA format through “pinning.”For clients in highly regulated industries that need to ensure ad copy shows a certain way every time, the use of “Headline & Description Text Pinning” can ensure that the RSA looks and behaves just like ETAs. The downside here is that this defeats the purpose of ongoing ad copy testing for improved performance, so in a perfect world, pinning should be used sparingly. Also, keep in mind that RSAs do give marketers control as Google only serves ad copy that is input into Google Ads. These are not dynamic search. The findings from our study show that ad groups with more RSAs tend to get significantly more impressions, but ad groups with two RSAs experience a surge in conversion rate that single-RSA and three-RSA ad groups don’t. Having 2 RSA ads per ad group seems to be the sweet spot mostly based on improved conversion rates The findings from our study show that ad groups with more RSAs tend to get significantly more impressions, but ad groups with two RSAs experience a surge in conversion rate that single-RSA and three-RSA ad groups don’t. Having 2 Comparing the ad groups with the RSA against the ad groups without the RSA, we saw a clear positive trend for the RSA ad groups in CTR and CVR: Better yet, looking at the period over period analysis, we saw stronger increases in clicks and impression volume for the ad groups with the RSAs as well: Responsive search ads (RSAs) are the bread and butter of Google Ads search campaigns. Launched in 2025 and originally a beta ad format, RSAs became the default ad RSA Product Set: SecurID RSA Product/Service Type: Authentication Agent for AD FS RSA Version/Condition: 2.0 Google recently released a new type of search ads; the responsive search ad (RSA). Find out what they are and how Google Ads generates RSAs. Testing Google’s RSA Ad Serving. You can also test RSAs by creating 2-3 unpinned RSAs in an ad group and let Google serve the ads as they like. With this method, it is best if you have hundreds of thousands of impressions in your ad group each month. A fully unpinned RSA can serve for more than 40,000 combinations. My initial hypothesis was that the CTR would be higher for RSAs since Google claims to push better performing ads. Instead, the RSA click-through rate was slightly lower for two of the three clients. Client number two, however, experienced a much higher CTR (6.64 percent) with RSAs. Click-through Rates RSA Ads Non-RSA Ads; Client 1: 5.17%: This month, Google announced that it would be sunsetting expanded text ads (ETAs) in exchange for responsive search ads (RSAs) - a dynamic ad format that enables marketers to automate their paid search ads. Wondering what that means for your brand? Read on to find out. Responsive Search Ads: The Ad Format of the FutureResponsive search ads (RSA) are a highly used search ad format in which Google rotates different variations of headlines and description text lines in the search engine results page (SERP) and analyzes which ad assets perform better. RSAs look and feel just like an expanded text ad (ETA), but RSAs are a dynamic ad format. Said another way, Google chooses what copy to serve to the user based on a set of assets that marketers provide when setting up RSAs.ETAs have been a paid search tactic used by marketers for years, but at the start of this year, their tenure came into question. In early 2021, Google announced that it would be making RSAs the default ad format — a position previously held by ETAs — and many marketers took this as a sign that newer, more dynamic ad formats may take its place. Just as we hypothesized, on August 31, Google announced that starting in June 2022, it will indeed pivot to an RSA-only experience. As of next summer, advertisers will be unable to create or edit existing ETAs in their standard search campaigns.Ready for the good news? Google was nice enough to give marketers almost a year’s worth of notice to start embracing the newest chapter of its quest for a more automated experience for the advertiser. And while the transition is underway, marketers can rest easy knowing that the existing ETAs will still be served for the foreseeable future.How should marketers be preparing?First off, don’t fight it. You may remember when Google went through this same process in phasing out the standard text ad format in favor of expanded text ads. To date, Collective Measures has seen great performance with RSAs over ETAs across clients. Think of it like this: RSAs are anComments
Ongoing ad copy test run by Google to maximize results. If we allow Google’s machine learning to do the heavy lifting when it comes to identifying ad copy improvements and facilitating testing, marketers can focus their time on strategy and ongoing optimizations.But how should marketers prepare for the year ahead? Start small, adding at least one RSA into ad groups to run alongside other existing ads. A safe way to ease into this is to create an RSA that only features your ETA copy. This will allow Google to start mixing and matching different ad copy variations to determine which permutation yields the best results.When expanding ad formats to include RSAs, marketers can leverage a feature within Google Ads that can help strengthen ad copy. As outlined in the screenshot below, during the RSA creation process, Google can scan the inputted URL and keyword lists and suggest relevant headlines and description text to test. The best part? This feature removes the pain points associated with manually writing ad copy that fits character limits.Additional considerationsAs many marketers have long leveraged ETAs in paid search, there might be some hesitancy about going all in on RSAs and losing ETAs. If you’re on the fence, here are a few things to consider:Am I losing control of my search ads?There are several advertisers who may be worried about the way in which ad copy will be presented in RSAs, as there may be legal implications if ad copy is out of place. Fortunately, here is a way to control the RSA format through “pinning.”For clients in highly regulated industries that need to ensure ad copy shows a certain way every time, the use of “Headline & Description Text Pinning” can ensure that the RSA looks and behaves just like ETAs. The downside here is that this defeats the purpose of ongoing ad copy testing for improved performance, so in a perfect world, pinning should be used sparingly. Also, keep in mind that RSAs do give marketers control as Google only serves ad copy that is input into Google Ads. These are not dynamic search
2025-04-21This month, Google announced that it would be sunsetting expanded text ads (ETAs) in exchange for responsive search ads (RSAs) - a dynamic ad format that enables marketers to automate their paid search ads. Wondering what that means for your brand? Read on to find out. Responsive Search Ads: The Ad Format of the FutureResponsive search ads (RSA) are a highly used search ad format in which Google rotates different variations of headlines and description text lines in the search engine results page (SERP) and analyzes which ad assets perform better. RSAs look and feel just like an expanded text ad (ETA), but RSAs are a dynamic ad format. Said another way, Google chooses what copy to serve to the user based on a set of assets that marketers provide when setting up RSAs.ETAs have been a paid search tactic used by marketers for years, but at the start of this year, their tenure came into question. In early 2021, Google announced that it would be making RSAs the default ad format — a position previously held by ETAs — and many marketers took this as a sign that newer, more dynamic ad formats may take its place. Just as we hypothesized, on August 31, Google announced that starting in June 2022, it will indeed pivot to an RSA-only experience. As of next summer, advertisers will be unable to create or edit existing ETAs in their standard search campaigns.Ready for the good news? Google was nice enough to give marketers almost a year’s worth of notice to start embracing the newest chapter of its quest for a more automated experience for the advertiser. And while the transition is underway, marketers can rest easy knowing that the existing ETAs will still be served for the foreseeable future.How should marketers be preparing?First off, don’t fight it. You may remember when Google went through this same process in phasing out the standard text ad format in favor of expanded text ads. To date, Collective Measures has seen great performance with RSAs over ETAs across clients. Think of it like this: RSAs are an
2025-04-17Set? Save that and let's go!Tip: Make sure not to have a closing punctuation mark if you use my exact phrasing: Hurry, Sale Ends in {Countdown}, otherwise you will run out of characters for the maximum required for double digit minutes.Tip: You may want to consider pinning that headline into the second position (and your primary sale message pinned to first position), so your sale ads all look the same, since the RSA element of Promotional Ads is less important than getting the necessary information out!Once this first ad is made, PAUSE IT, and go to the next step.Step 2: Create Your Labels and attach to adsThis step is important for your automated rules! We suggest grabbing all live Search Ads (except your new promotional ad), and attaching a new Label to them, like: Evergreen Ads BFCM 2023Then, create a label for the promotion ads themselves and attach to the one you just made: BFCM Ads 2023Tip: find the label pane, by selecting the ad you want to create a label for, and choosing the option to create a Label.Tip: MAKE SURE YOU ACTUALLY ATTACH YOUR NEW LABEL TO THE AD. Just creating the label doesn’t actually attach it (I’ve made this mistake in the past). Step 3: Duplicate the new promotional RSA into all currently live Search Ad Groups Now that this is done, use Google Ads Editor to copy and paste your new Promotional Ad into every live ad group (enabled campaigns + enabled ad groups in your filter). Then, once all is good, upload these new ads from Editor to the UI.Tip: You want to do this AFTER you attach your label, so that gets copied as well!Tip: Make sure these new promotional ads are paused so they don’t go live yet. Tip: It’s great to set these promo ads up before the sale (even if paused), so they can go through the approval process and are ready to go when your sale actually starts.Tip: You can get more complex with your Promotional Ads in terms of Landing Pages and content if you like, with Google Ads editor. This gets a little more complex, but you can download your existing ads and create new ads in bulk in a spreadsheet and then re-upload if you like, only changing the Headlines, for instance, so the description and landing pages are the same for each individual ad group. That doesn’t take too much more time, and ensures you have the correct LP for each of your currently live ad groups. On the other hand, if you have a dedicated actual Black Friday (or promotional) sales landing page, you can smash the easy button and just copy the same ad over and upload into most (all?) of your Search campaigns. You choose!Step 4: Create Your Automated RulesWe’re almost done! Now that your ads are made and uploaded to the UI, it’s time to get ready for the promotional period with automated rules. These will ensure you can keep eating all
2025-03-26