PPC, Google Ads

How Does Google Ads Generate Responsive Search Ads

How Does Google Ads Generate Responsive Search Ads

In August 2021, Google tweeted that advertisers who switched from Expanded Text Ads (ETAs) to Responsive Text Ads (RSAs) saw an average 7% increase in conversions at a similar cost.

All credit for this increase goes to the way Google Ads generates its Responsive Search Ads.

In this article, let’s find out all there is to know about Google Responsive Search Ads, including the way they are generated.

Let’s go!

Table of Contents

What Are Responsive Search Ads in Google Ads?

Responsive Search Ads are the new default ad type in Google Ads. They allow you to display multiple ad variations for different search queries within a single ad group.

The key concept with RSAs is that you create multiple ad headlines and descriptions for an ad group. Google Ads then automatically generates the most relevant combination of headlines and descriptions depending on the searcher’s intent. 

For example, if someone searches for “running shoes” on Google, they might see a different combination of your headlines and descriptions than someone who searches for “tennis shoes”.

How Does Google Ads Generate Responsive Search Ads?

Google Ads uses an AI-based algorithm to generate numerous combinations of your ad copy, taking into account the headlines and descriptions you provide as well as the user’s search query. 

These variations are then tested for your target audience in real-time, and the machine learning algorithm continues to improve from all the data that is collected. 

As more test results accumulate, the algorithm can better identify which combinations are the most effective and display those variants to increase the effectiveness of your Google Ads campaigns.

Responsive Search Ad Examples

Here are two examples of what a Responsive Search Ad looks like. 

Google responsive search ad example 1

Notice how Google chooses different combinations of the headlines and descriptions you provide it.

What Is the Difference Between Expanded Text Ads and Responsive Search Ads?

The primary difference between Expanded Text Ads (ETAs) and Responsive Search Ads is that ETAs are static ads. This means you create one ad per ad group and the copy remains unchanged. 

Responsive Search Ads, on the other hand, are dynamic ads that generate multiple variations of your headlines and descriptions based on user searches. This helps to create more targeted and effective ads for each individual search query. But it also means that when marketers use RSAs, they have less control over which version of their ad is displayed.

Another difference is that an expanded test ad has 3 headlines and 2 descriptions, while responsive ads can contain up to 15 headlines and 4 descriptions. This additional space for copy allows advertisers to be more creative with their advertising messages.

How Are Dynamic Search Ads Different From Responsive Search Ads?

Dynamic Search Ads (DSAs) are a type of advertising that uses the content from your website to create ads. Google analyzes the content from your website and matches those terms with relevant search queries. 

That way, when people search for something on Google in relation to your website’s content, Google Ads can generate an appropriate headline for your ad and select a landing page from your website to direct visitors. This ensures that people searching for relevant topics will be directed to the right area of your website.

In contrast, Responsive Search Ads are not based on your website’s content. Instead, you create multiple ad variations with headlines and descriptions, and Google’s algorithms generate the most relevant combinations for each search query.

What Are the Benefits of Using Responsive Search Ads?

Responsive Search Ads can help you streamline your campaign optimization while giving you the flexibility to adapt to changing consumer behavior. 

You can create multiple headlines and descriptions, and let Google Ads do the work of finding the right combination for you. This means you’ll spend less time manually creating different ads for each keyword variation and comparing their performance to find the best one. 

Secondly, using RSAs you can further personalize your ad copy by taking into account factors such as the user’s search query, location, device type, and past searches. 

This improves your ad’s relevance and effectiveness, resulting in a higher click-through rate and better conversion rates. According to 3Q Digital, using Responsive Search Ads has resulted in 5% higher clickthrough rates for their clients. 

Lastly, with more descriptions and headlines to choose from, you can make sure your ad copy is more comprehensive and covers more search queries.