It has become clear that the RSAs will become the only ad format that you will be able to use. Like we mentioned in one of our previous blog posts, from July 2022, you won’t be able to add new ETAs or edit and change the current ones. That is why you have to do everything you can to prepare for the RSA era. In addition to “giving Google everything it needs“, here are some tips and tricks on optimizing your RSAs.
OPTIMIZING YOUR RSAS
USE ALL HEADLINES
The more headline variants you use, the better can Google offer your ad to the right person. For the same reason, adding more headlines also increases the number of impressions.
ANALYZE THE ASSET LABELS
Google shows you which assets are performing well and which you should replace. These labels are based on actual performance, so it’s a good thing to keep an eye on them and make changes according to the results.
REVIEW COMBINATION REPORTS
A combination report is a magical place in Google Ads where you can check what combinations of ads are served up most often and if Google is showing any ad combinations you don’t want it to show. Here’s where to find it:
- From the page menu on the left, click Ads & extensions.
- Click in the bar above the table of results to add a filter.
- In the drop-down menu that appears, click Attributes, then Ad type.
- Select the box next to ‘Responsive search ad
- Click Apply
SMART BIDDING AUTOMATION
According to Google, Marketers who switched from ETAs to RSAs and used a combination of broad match and smart bidding see about 20 per cent more conversions. So using more RSAs is a great way to take advantage of automation in order to show your ads to more potential customers.
Some might take some time to get over the fact that the way they’re used to doing things is gone. Some might take advantage of the situation and prepare themselves in the best way possible. This transition time could be a perfect time to test your RSAs and learn how to use them in a way that best suits you and your campaigns.