Responsive search ads have left the safety and control of expanded text ads in the past. For SaaSs concerned with running ads for gaining more leads, this is your guide.
Most advertisers cringed at the idea of RSAs (responsive search ads) letting Google’s algorithms decide what combination of ad copy to run. Your brand messaging at the whim of the machines!
But alas, I’m updating this article in 2023 and I can assure you that RSAs are performing better than ever.
Here are some tips on adapting!
Learning The Basics Of Responsive Search Ads (RSA)
If you looked up “how responsive search ads work,” you’ll see a thousand articles, but none on the first or second page will be about B2B responsive search ads.
The distinctions between B2B & B2C ad copy can seem minor but I assure you that these little differences can add up.
So this is a little guide on what Google wants to see in your responsive search ads vs. what you should be putting in them.
Something that prompted this, and prompted most Ad bloggers to write about Responsive Search Ads (RSA) is that Google has been slowly phasing out its old ad format called Expanded Text Ads (ETA).
Difference Between Responsive Search Ads And Expanded Text Ads
As an internet searcher, you wouldn’t notice the difference.
But many mourn the loss of Expanded Text Ads due to the control they offered. Compared to Responsive Search Ads which give the advertiser less control over what the end user sees.
Google’s push towards automation is the justification for this change.
Google Ads Responsive Search Ads
Responsive Search Ads are the usurper of Ad Copy in regards to Search Ads.
The format allows you to input up to 15 headlines, of which, only 2-3 can show at a time. So Google will be choosing the combinations for each search result.
You can choose to pin headlines in certain positions which tells Google that IF that headline shows it can only show in, say, position 3.
I have noticed that Google will start to penalize you in terms of eligible auctions (impressions) if you go overboard with pinning.
Best to play along with Google in most cases.
You will also be able to put 4 descriptions in, but only 1-2 will play per search result.
Just with those variables alone, we’re talking 100s of possible responsive search ad combinations.
This means that you’re able to test a ton of ad variations in one ad. Which is awesome!
However, we will go into more detail later about how you are limited in terms of performance insights.
Expanded Text Ads
As of June 2022, Google Ads no longer allows an account to create Expanded Text Ads. If you already have them in your account, then go ahead and keep ‘em running (if you want).
At this point, Expanded Text Ads by default are eligible for less auctions than RSAs so you’ll be limiting your account in terms of how many searches trigger your ads.
What was so nice about ETAs was the fact that you controlled exactly what text showed and where it showed.
You wrote three headlines in the exact position you wanted them. Then, you wrote two descriptions to the same effect.
This made A/B testing much more tangible (I mentioned before that RSAs are a little ambiguous).
Alas, Responsive Search Ads are what we have so let’s talk about making RSAs that appease Google and your bottom line!
How Google Wants You To Make RSAs (Responsive Search Ads)
It’s important to know that there is a difference between what Google wants to see in your Responsive Search Ads and what will attract your target audience.
Especially in B2B, a lot of the suggestions in Google Ads are for eCommerce companies, so you’ll see action words and CTAs that just don’t quite fit for you.
To coax Google Ads into giving your Responsive Search Ad the best shot it can be given, you must adhere to what Google wants. You’ll notice that if you verge too far from that, then your ads will be shown less and cost more.
Google Ad Strength
The first way to appeal to what Google wants is the Google Ad Strength in your Responsive Search Ad creator.
When building your Responsive Search Ad, you’ll notice this meter climbing as you write more headlines and descriptions.
What makes Google happy is having a good number and variety of headlines that match the targeted keywords in the ad group and match text on the landing page.
The RSA Google Ad Stregths include (from worst to best):
- Incomplete (not able to run)
- Poor
- Average
- Good
- Excellent
But ad strength doesn’t stop after creating the ad.
Google states that Ad Strength can change over time based on keyword relevance (adding new keywords or showing for unpredicted search queries).
Google Ads Status
For responsive search ads, Google Ads Status works the same as keywords and ad groups; it’s there to notify you on the status of your ad.
There are two main differences for ads:
- You’ll see some other statuses that you won’t elsewhere
- These statuses can actually effect the ad’s ability to show (or how frequently it can show)
The possible ad statuses are
- Paused
- Pending (Google’s review process)
- Ended
- Removed
- Under review (Google’s review process)
- Eligible
- Eligible (limited)
- Not eligible
- Disapproved
These are pretty straightforward. For responsive search ads, this most likely means that the ad contains trademarks, healthcare violations, gambling or alcohol references.
If you hover over the status, you will be able to see how to fix it.
How Does Google Ads Generate Responsive Search Ads?
To know how Google decides which headlines to show on your responsive search ads, you must understand what Google wants in its search results.
Google is first and foremost concerned with user experience. It wants its users to search and immediately be able to identify a site that can answer their query.
This means if I search “Upload Bill Of Materials,” Google wants search results that clearly match that phrase. Any other details must elaborate on how exactly the result matches the query.
Google wants the keywords in the respective ad group to be exactly written in your responsive search ad copy.
There’s two sides to this, if you don’t have your keywords in your ad copy, then you’re responsive search ad will show less.
However, if you have different keywords with matching headlines in the ad text, depending on which keyword is searched, different ad copies will be triggered in your responsive search ad.
See below how I typed a slightly different keyword and got different ad copy (same ad but Google is testing a different combo).
Given this is a pretty bad ad, it exemplifies the fear of most clients: what if ___ headline combination shows in my RSA?
To that I say: if it isn’t a successful headline combination, then it won’t play often as Google wants the ad to entice people to click and convert on it. That’s what Responsive Search Ads do, they try to optimize for the best combinations.
Responsive Search Ads Performance
So to recap, for Google’s sake, the best Responsive Search Ad performance will come when you have your keywords in the ad text & a variety of other term to expand on your offering.
Also, consider if you are running phrase or broad that you might trigger different search terms, which you should include in your ad copy, if you want to show for those.
Now let’s talk briefly about what you should put in your ad copy to better attract the right users.
Successful Google Ads Text (B2B)
What I consider to be ‘successful google ads text’ is a bit of a Venn diagram with what Google wants. Especially in B2B
Honestly, following the Google guidelines is a good start, but understanding the benefits of your offering is essential to fill in the rest of the spots.
It’s good to pepper in some “human-friendly” terms as well, not just what the algorithm wants.
Google Ads Headlines & Descriptions
For headlines and descriptions, this includes benefits, features and CTAs that don’t necessarily contain the keywords that you’re targeting.
Be careful with CTAs though, you don’t necessarily need to take up the space to say “book a demo today.”
BTW, if you don’t have brand recognition, you don’t have to use your brand name, despite the temptation.
For B2B I’d take phrases from your site and make them into headlines and descriptions.
That’s because Google wants the search term, ad copy and landing page copy to look similar. So it makes everyone happy.
A/B Testing Responsive Search Ads
A/B testing can be tricky for RSAs since you have so much copy at play to start with.
First, I compare responsive search ad performance (I always have two running per ad group).
If one is converting better or meeting whatever goal I have, then I pause the underperforming one and duplicate the successful ad.
Then I go in to “view asset details” which is located under the responsive search ad copy in the ad platform.
There, you can see what assets were given the most and least impressions which means Google favored (or didn’t favor) them for one reason or another.
I also check out the combinations it favored the most.
With that information, I will take a look at the most shown headlines that I don’t like anymore and replace them (in the newly duplicated responsive search ad).
I’ll also look to improve or change the least shown headlines.
Unfortunately, all you get to know from Google is which headlines were shown the most, not which ones converted or had better conversion rates.
Responsive Search Ads Conclusion
To simplify this process, just start with pulling inspiration from your keywords and from your site (50/50 split).
I wouldn’t max out the number of headlines you use in your Responsive Search Ads, just because I want there to be less optimizations so that Google can optimize that single ad faster.
Losing the control that Google Ads gave with Expanded Text Ads sucks but in the end, Google’s Responsive Search Ads allow us to test so much more than we could have before.
I appreciate you reading this post!