Working in the search marketing field means that you will eventually have a moment when they feel as though they have nailed that perfect ad for their service or product. From the clever headline to a compelling call to action and ideal keyword and ad pairing – you have it all.
Once the data comes in, you’ll discover – sometimes you are right, and sometimes you are wrong – while that is true, you still feel that sense of pride in creating an ad that is just short of perfect.
This point of pride, in part, explains some of the skepticism that has occurred among search marketers related to RSAs – Google’s Responsive Search Ads, which are created in an entirely different manner. Here, you can learn more about responsive search ads, how they work, and how you can use them to help maximize your ROI.
Understanding Responsive Search Ads
Rather than creating the “perfect” ad and then publishing it on Google to test it, an RSA provides you with an ad assembly kit. The advertiser makes all the “parts” of the ad, including the two to 15 headlines and the two to four descriptions. After that, Google picks and arranges how the pieces go together.
The arrangement is done on an auction-by-auction basis, which is when the ads are created on the fly to match the search history and search query from the audience. It also uses other user-specific data that Google’s machine learning algorithms use for anticipating conditions that will encourage someone to click and (hopefully) convert.
Tips for Using RSAs
RSAs have a lot of potential. However, to make the most of this potential, you need to know what to do. Some tips to help with this are found here.
Address Many Different Searchers
Regardless of how niche you may think your service or product is, your audience has an array of affinities and interests. As a result, you can pique their interest in different things. For example, some people are value shoppers, while others just think about quality. Others may be focused on how quickly they can get what they want or need, or if the materials used to create the products are ethically sourced.
While no one ad can answer all these needs, a responsive search can create a foundation to reach all these potential customers. The key is to think about who you want to get to your landing page, their needs, and values, and then create headlines that best address these things.
Add Diversity to Your Copy
When addressing many needs, you need to avoid redundancy. Don’t create headlines that would be nonsensical if they were paired together. Instead, consider how your ad copy will complement the other headlines and the description line.
Get Help with Responsive Ads
Even if you have not yet adopted RSAs, they have a lot to offer. If you are unsure how to create an effective ad, reach out to the pros. They can help you with this often-complicated process.