{"id":5330,"date":"2022-07-29T11:48:45","date_gmt":"2022-07-29T11:48:45","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2022\/07\/29\/responsive-search-ads-take-center-stage-are-you-prepared\/"},"modified":"2022-07-29T11:48:45","modified_gmt":"2022-07-29T11:48:45","slug":"responsive-search-ads-take-center-stage-are-you-prepared","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2022\/07\/29\/responsive-search-ads-take-center-stage-are-you-prepared\/","title":{"rendered":"Responsive Search Ads take center stage \u2013 are you prepared?"},"content":{"rendered":"<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/07\/RSA-Article-for-SEL_Featured-Image-800x450.jpg\" alt=\"| Craig Hordlow\" class=\"wp-image-386785\" title=\"| Craig Hordlow\"><\/figure>\n<\/div>\n<p>Responsive Search Ads \u2013 RSA for short \u2013 are not the new kids on the block. RSAs have been a part of the PPC ecosystem for a few years. That being said, RSAs have been a hot topic in 2022. Why all the hubbub about them now?<\/p>\n<p>This summer, the preceding ad type, Expanded Text Ads, is being deprecated. This puts Responsive Search Ads front and center for advertisers as the singular text ad type for search campaigns. Let\u2019s dig in a little bit deeper on RSAs, the change and how you can maximize your potential with RSAs.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/07\/29\/responsive-search-ads-take-center-stage-are-you-prepared\/#Why_RSAs_matter\" >Why RSAs matter<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/07\/29\/responsive-search-ads-take-center-stage-are-you-prepared\/#Expanded_Text_Ad_deprecation\" >Expanded Text Ad deprecation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/07\/29\/responsive-search-ads-take-center-stage-are-you-prepared\/#Maximize_your_potential_with_RSAs\" >Maximize your potential with RSAs<\/a><\/li><\/ul><\/nav><\/div>\n<h1><span class=\"ez-toc-section\" id=\"Why_RSAs_matter\"><\/span>Why RSAs matter<span class=\"ez-toc-section-end\"><\/span><\/h1>\n<p>Responsive Search Ads are all about serving the right message at the right time. RSAs are a flexible ad experience that show more customized content to reach your customers. These ads adapt your text ads to closely match what someone is searching for when they search for it.<\/p>\n<p>Further, RSAs can help to reduce bulky operations and save time. Advertisers provide up to 15 headlines and up to four descriptions. All of these components can create over 40,000 possible ad permutations! Find efficiency in evaluating ads through A\/B tests and automatically determine what creative content works best with different queries.\u00a0<\/p>\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped\">\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"800\" height=\"203\" data-id=\"386787\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/07\/image-800x203.png\" alt=\"| Craig Hordlow\" class=\"wp-image-386787\" title=\"| Craig Hordlow\"><\/figure>\n<\/figure>\n<h1><span class=\"ez-toc-section\" id=\"Expanded_Text_Ad_deprecation\"><\/span>Expanded Text Ad deprecation<span class=\"ez-toc-section-end\"><\/span><\/h1>\n<p>The deprecation of Expanded Text Ads is coming in two waves this summer. The first wave was for Google Ads on June 30<sup>th<\/sup>. The second wave will be <a href=\"https:\/\/about.ads.microsoft.com\/en-us\/solutions\/ad-products\/responsive-search-ads\" target=\"_blank\" rel=\"noreferrer noopener sponsored nofollow\">Microsoft Advertising<\/a>. As of August 29<sup>th<\/sup>, advertisers will no longer be able to create new Expanded Text Ads.<\/p>\n<p>On both platforms, previously existing Expanded Text Ads will continue to serve. Note that though you can toggle these ads on and off, you will no longer be able to edit the ads.\u00a0<\/p>\n<h1><span class=\"ez-toc-section\" id=\"Maximize_your_potential_with_RSAs\"><\/span>Maximize your potential with RSAs<span class=\"ez-toc-section-end\"><\/span><\/h1>\n<p>How can you maximize your potential with RSAs? First and foremost, get started by launching RSAs alongside Expanded Text Ads today if you haven\u2019t already. Here are some additional best practices to consider when working with RSAs:<\/p>\n<ul>\n<li>Convert top-performing content from your existing Expanded Text Ads into distinct RSA headlines and descriptions.<\/li>\n<li>Ensure there are at least two to three Responsive Search Ads in all of your ad groups.<\/li>\n<li>Include top-performing keywords and clear calls to action within your headline and description assets.<\/li>\n<li>Create at least 11-15 headlines and use a combination of short and long headlines to maximize character count across all devices.<\/li>\n<\/ul>\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped\">\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"800\" height=\"378\" data-id=\"386788\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/07\/image-1-800x378.png\" alt=\"| Craig Hordlow\" class=\"wp-image-386788\" title=\"| Craig Hordlow\"><\/figure>\n<\/figure>\n<ul>\n<li>Make the content as distinct as possible:\n<ul>\n<li>Avoid repetitive language<\/li>\n<\/ul>\n<ul>\n<li>Create unique headlines<\/li>\n<\/ul>\n<ul>\n<li>Consider additional product or service benefits or features<\/li>\n<\/ul>\n<ul>\n<li>Test a clear call-to-action<\/li>\n<\/ul>\n<ul>\n<li>Include shipping and return information<\/li>\n<\/ul>\n<\/li>\n<li>Take RSAs to the next level by customizing your assets:\n<ul>\n<li>Ad customizers<\/li>\n<\/ul>\n<ul>\n<li>Countdown timer<\/li>\n<\/ul>\n<ul>\n<li>Location insertion<\/li>\n<\/ul>\n<ul>\n<li>Dynamic keyword insertion<\/li>\n<\/ul>\n<\/li>\n<li>Place the Universal Event Tracking (UET) tag across your website with conversion tracking enabled to provide stronger optimization signals for the RSA algorithm.<\/li>\n<li>Review asset strength, combination reports and other details within the Assets tab to optimize your assets with low impressions.<\/li>\n<\/ul>\n<p>Responsive Search Ads have taken center stage in search campaigns. If you were sleeping on RSAs before, it is time to wake up and take notice. Start creating RSAs to launch alongside your existing Expanded Text Ads today. Happy ad testing, everyone!<\/p>\n<p>The post <a rel=\"nofollow noopener\" href=\"https:\/\/searchengineland.com\/responsive-search-ads-take-center-stage-are-you-prepared-386784\" target=\"_blank\">Responsive Search Ads take center stage \u2013 are you prepared?<\/a> appeared first on <a rel=\"nofollow noopener\" href=\"https:\/\/searchengineland.com\/\" target=\"_blank\">Search Engine Land<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Responsive Search Ads \u2013 RSA for short \u2013 are not the new kids on the block. RSAs have been a part of the PPC ecosystem for a few years. That being said, RSAs have been a hot topic in 2022. Why all the hubbub about them now? This summer, the preceding ad type, Expanded Text Ads, is being deprecated. This puts Responsive Search Ads front and center for advertisers as the singular text ad type for search campaigns. Let\u2019s dig in a little bit deeper on [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-5330","post","type-post","status-publish","format-standard","hentry","category-best-seo-blogs"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/5330","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=5330"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/5330\/revisions"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=5330"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=5330"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=5330"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}