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Have you worked with responsive search ads? How do they differ from expanded text ads and how do you optimize them?

I’ve worked extensively with Responsive Search Ads (RSAs), and they represent a significant shift from the older Expanded Text Ads (ETAs) in how Google Ads operates. Here’s a breakdown of the key differences and how to optimize RSAs effectively:

Have you worked with responsive search ads? How do they differ from expanded text ads and how do you optimize them?

🆚 Responsive Search Ads vs. Expanded Text Ads

FeatureExpanded Text Ads (ETAs)Responsive Search Ads (RSAs)
HeadlinesFixed: 3 maxDynamic: Up to 15 provided, 3 shown
DescriptionsFixed: 2Up to 4 provided, 2 shown
FlexibilityLow – static combinationsHigh – Google tests & matches combinations
OptimizationManual A/B testingMachine learning-based testing
ControlFull control over layout/orderLimited – Google chooses combinations

✅ How to Optimize Responsive Search Ads

1. Write Unique, High-Quality Headlines

  • Include key phrases related to your ad group’s keywords.

  • Use variety: focus on benefits, features, CTAs, credibility (e.g., reviews, awards).

  • Avoid redundancy—each headline should serve a distinct purpose.

2. Use Keyword Insertion Wisely

  • Dynamic keyword insertion ({Keyword:Default}) can help boost relevance and CTR.

  • Use sparingly and test carefully for readability.

3. Pin Strategically

  • You can "pin" headlines or descriptions to specific positions (e.g., CTA always in headline 3).

  • Use pins if message control is critical (e.g., regulated industries), but don’t over-pin or you reduce machine learning flexibility.

4. Maximize Ad Strength

  • Google rates RSAs as “Poor” to “Excellent”. Aim for at least “Good”.

  • Use all 15 headlines and 4 descriptions when possible.

  • Include a mix of keyword-rich and creative/benefit-oriented lines.

5. Monitor Performance by Asset

  • Google shows which assets are “Low”, “Good”, or “Best” performing.

  • Replace low performers with new variants over time.

  • Look at combination reports to see which sets are being shown most often.

6. A/B Test with RSAs at Ad Group Level

  • Don’t run too many RSAs in a single ad group—1–2 well-crafted RSAs per ad group is ideal.

  • Avoid testing RSAs and ETAs together unless intentional, as Google favors RSAs.

7. Align with Landing Page Content

  • Consistent messaging improves Quality Score and conversion rates.

  • Reflect offers, tone, and CTA from your landing page in your ad copy.

💡 Pro Tip:

Use Ad Variations in Google Ads to test messaging across many ad groups or campaigns without building separate ads manually.



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