Responsive Search Ads 2022

Thursday January 13, 2022 - Posted by:

Google has announced that it will make Responsive Text Ads the default text ad format from February 2022 and brands should act now to ensure that ads are optimised for this change.

Following the change, existing expanded text ads will continue to serve, and you’ll still see reports on their performance going forward, and be able to pause and resume your expanded text ads or remove them if needed. From June 2022, it will no longer be possible to create ETAs in Google.

It is strongly recommended that onward ad content creation is in RSA format, to prepare for these changes.

What are Responsive Text Ads?

Responsive search ads let you create an ad that adapts to show more text – and more relevant messages – to your customers. Enter multiple headlines and descriptions when creating a responsive search ad, and over time, Google Ads automatically tests different combinations and learns which combinations perform best. By adapting your ad’s content to more closely match potential customers’ search terms, responsive search ads may improve your campaign’s performance.- Google

Key points:

  • The ad strength score reflects the ad’s effectiveness. Ads are ranked as Poor, Fair, Good or Excellent
  • RSA ads contain up to 15 headlines, 4 description lines and 2 paths.
  • Google selects which combinations of copy are the best based on algorithm data.
  • The sooner you start using RSA content, the quicker your ads will be optimised as the algorithm learns.

 

Getting ready for RSA

Given that ad strength will become a focus for marketers to improve performance, Locaria’s multilingual content creation services will fully support the transition to RSA content creation and localisation.

RSA Ad Strength Optimisation will involve reviewing the ad strength score, reviewing the copy/use of headlines and description lines and keyword research. We’ll then update the copy with the aim of improving the Ad Strength score. For each language and market, we will focus on relevant ad strength to maximise performance, using our linguistic and data expertise to establish the best content in each language.

Contact us today to take advantage of our RSA services:

SERVICE

GBP

EUR

UNIT

OUTPUT

RSA creation

£90.00

€ 110.00

/hour

3 ads per hour (with 15 headlines + 4 descriptions)

RSA ad copy localisation

£90.00

€ 110.00

/hour

up to 4 ads per hour (15 headlines and + 4 descriptions)

RSA ad strength optimisation

£90.00

€ 110.00

/hour

up to 8 ads per hour

 

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