Writing Responsive Search Ads
Headlines and descriptions.
What an RSA Is
The Responsive Search Ad (RSA) is the standard Search ad format. You supply multiple headlines and descriptions, and Google mixes and tests combinations automatically.
Instead of writing one static ad, you give the system raw material and let machine learning serve the best assets per query.
RSA capacity:
- Up to 15 headlines (30 characters each)
- Up to 4 descriptions (90 characters each)
- Up to 3 headlines + 2 descriptions shown per ad
Google assembles combinations dynamicallyHeadlines and Descriptions
Headlines are the bold blue lines; descriptions are the supporting text below. Headlines carry the most weight, so front-load value there.
Provide variety: benefits, features, offers, and calls to action. The more distinct, quality assets you give, the more combinations Google can test.
Headlines (<=30 chars):
Free Shipping Over $50
Trail Shoes Built to Last
Shop the 2024 Collection
Up to 40% Off Today
Descriptions (<=90 chars):
Grip-tested on real trails. Free returns within 30 days. Order before 2pm to ship today.All lessons in this course
- How Search Ads Work
- Keyword Match Types
- Writing Responsive Search Ads
- Negative Keywords and Tuning