Google Ads: Pros and cons of responsive search ads

On June 30th the time has come. We have to say goodbye to our beloved ETAs (Extended Text Ads) after years. Google is scrapping the format in favor of RSAs (Responsive Search Ads). The old ads will initially remain active in the account, but can no longer be re-created, edited or adjusted. We have summarized for you how this affects our ads in the Google search and what the advantages and disadvantages of responsive ads are.

What are Responsive Search Ads (RSAs)?

Google uses machine learning again here. Users enter different headings and texts, which the AI ​​varies in order to generate the best possible click rate. This happens in real time and depends on the user.

Up to 15 different headings can be specified

There is also the possibility to store 4 different description texts

So Google has hundreds of options to display and test the ad that achieves the better CTRs. The ad score gives us an indication of how good or bad the selected stock is iles of the ad so far.

Tips and tricks for responsive search ads

At least 10 over Fonts are optimal according to Google, these can be shorter or longer (max. 30 characters)

Each headline should be unique. Too many similar headlines limit the possible combinations for Google

The keywords of the ad group should be contained in at least 5 headlines. Keyword insertion is also possible.

3 headlines WITHOUT keywords should be integrated. These can then include CTAs like: Order now | We advise you | free shipping etc include

The descriptions should not build on each other, since you cannot guarantee that they will be played out like this.

CTAs should be integrated into the description

Disadvantages of responsive search ads in Google Ads

Branding: While there is an option to pin headings to specific positions to ensure they show up there, Google doesn’t recommend it to use them. It severely limits how the ads can be displayed and tested. Without pinned headlines, however, it can happen that brand messages or campaign claims are not played out at all.

Optimization/Performance: Own findings for wording and target group through ad tests will be omitted in the future. We must learn to trust Google and its data. Especially with products/services that require explanation, it is evident that machine learning does not always perform better than an optimized ETA.

Advantages more responsive Search ads in Google Ads

Time savings:

The disadvantages mentioned above naturally lead to a huge advantage. We save time. Of course, creating different ad texts, analyzing them and testing them against each other takes time, which we can now use for other things.

Warning: Google actually only recommends one RSA per ad group! Performance: Here we are still torn, how you could already read. However, in most cases, machine learning manages to generate a better click rate and thus increase the performance of the campaign.

Optimization in real time: An absolute advantage that we would never have been able to map manually. The top performer ads are filtered out and delivered in real time to always guarantee the best possible click rate.