How to Create a Responsive Search Ad (RSA) in Google Ads

Responsive Search Ads (RSAs) allow you to create an ad that adapts to show more relevant messages to your customers. You provide up to 15 headlines and 4 descriptions, and Google’s machine learning then tests different combinations to figure out which ones perform best for different searches.

Step-by-Step Guide

Step 1: Navigate to the Ads Section

1. Sign in to your Google Ads account.

2. In the left-hand navigation menu, click Campaigns > Ads..

3. If you have not already, make sure you have an active Search Campaign and an Ad Group ready to go, as you need to create the ad inside one of these.

Step 2: Begin Creating a New Ad

1. Click the      to add a new ad.

2. From the dropdown menu, select Responsive search ad.

Step 3: Enter Your URLs

1. Final URL: Enter the full address of the page on your website you want people to land on after clicking your ad (e.g., https://utds.io).

2. Display Path (Optional): You can enter two short paths here (up to 15 characters each) to make your link look more descriptive. This doesn’t change the actual landing page, but it gives users a clearer idea of where they are going.

   • Example: For the URL above, you might enter salesforce in Path 1 and software in Path 2, making the display path look like  https://utds.io/salesforce/software

Step 4: Add Your Ad Assets (Headlines and Descriptions)

This is the most crucial part. You need to give Google a diverse pool of options to test.

Headlines (Up to 15)

• Enter between 3 and 15 different headlines. Each one can be up to 30 characters long.

• Must-Haves: Include a mix of:

  • Keywords: Headlines that directly match your target search terms (e.g., “Salesforce Development Services”).

  • Value Propositions: What makes you special (e.g., “Certified Salesforce Developers”).

  • Call-to-Action (CTA): Encourage immediate action (e.g., “Request For A Quote Now”).

Descriptions (Up to 4)

• Enter between 2 and 4 different descriptions. Each one can be up to 90 characters long.

• Descriptions should expand on your headlines, providing more detail about your service, special offers, or unique benefits.

  • Example: “Our expert salesforce developers will implement salesforce across your organisation.”

Step 5: Save Your Ad

1. Review the ad preview to see how your ad might look.

2. Click Save ad to complete the process. Google will begin reviewing your ad to ensure it meets its advertising policies.

Expert Notes and Advice

1. Max out Your Assets

• Statistic/Advise: Aim to provide as many of the 15 headlines and 4 descriptions as possible. Google’s machine learning performs best when it has a wide variety of assets to test and combine.

• Opinion: While it can be tempting to only create a few, the more unique and relevant options you provide, the better the system can tailor the ad to the specific search query, which often leads to a higher Click-Through Rate (CTR).

2. Understand Ad Strength

• Note: As you add your assets, you will see an Ad Strength score (from ‘Poor’ to ‘Excellent’). This is Google’s indicator of how well you’ve followed best practices for diversity and relevance.

• Advise: Aim for a rating of ‘Good’ or ‘Excellent’. This tells you that you have provided enough varied content for the AI to work with. However, remember that Ad Strength is a diagnostic tool, not a performance metric. An ad with a ‘Good’ score can sometimes outperform one with an ‘Excellent’ score in terms of actual conversions. Focus on high-quality, relevant copy first.

3. Use Pinning Selectively

• Pinning allows you to force a specific headline or description to show in a particular position (Position 1, 2, or 3).

• Advise: Only use pinning when you have a mandatory message that must appear, such as a legal disclaimer or your brand name. Overusing pinning reduces the number of combinations Google can test, which limits the RSA’s power. Pinning just one headline can drastically limit your testing potential.

4. Mix Up Your Asset Types

• Advise: Ensure your headlines are diverse. Don’t just repeat keywords. Include:

  • Keyword-rich phrases.

  • Unique Selling Points (USPs).

  • A clear Call-to-Action.

  • A Brand Name or Trust signal (e.g., “Certified Salesforce Developers”).

5. Check the Combinations Report

• Advise: Once your ad has run for a while, go to the Campaigns > Ads section, click on the Responsive Search Ad, and view the Combinations tab. This report shows you which headline and description combinations are being shown the most and how well they are performing. This data is invaluable for figuring out what messaging works best.