Responsive Search Ads (RSAs) are one of the coolest tools in Google Ads. You just give Google a bunch of headlines and descriptions, and it mixes and matches them to find out what works best. But there’s a trick to getting great results: you need to write headlines and descriptions that really shine. Let’s break this down and have some fun while doing it!
What’s the Difference Between a Headline and a Description?
Think of a headline as the “grabber.” It’s short, snappy, and has to stop someone mid-scroll. It’s like shouting, “Hey, check this out!” A description, on the other hand, is where you get to explain things. It’s your chance to say why your product or service is awesome, but in a chill, friendly way.
Here’s a quick analogy:
- Headline: The billboard on the highway.
- Description: The story behind the ad when they stop at your shop.
How to Write Great RSA Headlines
Your headlines need to:
- Spark Curiosity: People should want to know more.
- Show Value: Make them think, “This solves my problem!”
- Be Relevant: Match what your audience is searching for.
Tips for Killer Headlines:
- Use Keywords: If someone is searching for “best hiking boots,” use those exact words in a headline.
- Highlight Benefits: Talk about what they get, not just what you’re selling. For example:
- “Hike Farther, Stay Comfortable”
- “Top-Rated Boots for Every Adventure”
- Add Urgency or Excitement:
- “Limited Stock – Order Now!”
- “Adventure Awaits – Grab Your Boots Today!”
- Keep It Short and Sweet: Headlines max out at 30 characters, so choose words wisely.
- Try keyword insertion too
Ask AI for Some Help too:
You might tell AI about your ad group, copy and paste the tips above, and ask it to help you come up with great headlines. You could also ask for great description too.
Writing Winning RSA Descriptions
Descriptions give you more room to talk (up to 90 characters). Here’s where you can explain the details and convince people you’re the right choice.
Tips for Awesome Descriptions:
- Expand on Headlines: If your headline says “50% Off Hiking Boots,” your description could say, “Shop now and save big on top-rated brands. Free shipping included!”
- Use Action Words: Words like “Shop,” “Discover,” or “Sign Up” push people to take the next step.
- Answer Questions: What makes you different? Why should they choose you? Write like you’re talking to a curious friend.
- Include Perks: Free shipping, 24/7 support, easy returns—whatever makes your offer sweet.
Creating a Strategy That Works
Now that you know how to write headlines and descriptions, let’s make them work for you.
1. Mix It Up
Give Google options to test. Provide at least 8-10 headlines and 4 descriptions. Make sure some are keyword-focused, some highlight benefits, and others include emotional triggers or urgency.
2. Focus on the Customer
Don’t just talk about what you sell—talk about how it helps your audience. For example, instead of saying, “We sell coffee mugs,” say, “Sip your morning coffee in style.”
3. Test, Test, Test
Google will automatically test different headline and description combos. Watch your ad performance over time to see which ideas are resonating. Keep the winners and tweak the duds (See Bonus Materials below to learn how to do it).
4. Optimize Your Bids
Bidding might feel like a mystery, but here’s a simple approach:
- Start with Maximize Clicks or Target CPA (Cost Per Acquisition): These strategies let Google optimize for your goals while you’re learning.
- Monitor Performance Regularly: Look at your CTR (click-through rate) and conversion data. Adjust bids if needed.
5. Boost Your RSAs with Ad Extensions
See if you can ad some ad extensions. Ad extensions are like bonus features for your Responsive Search Ads. They give people more reasons to click by adding extra details right in the ad. The best part? They don’t cost anything extra—just a little effort to set up. Learn about Ad Extensions
Final Pro Tips
- Use Numbers: People love specifics. Say, “Save 20% Today” instead of “Save Big.”
- Think Mobile: Most searches happen on phones, so make your ads easy to read at a glance.
- Stay Relevant: If your ad doesn’t match what people are searching for, it won’t perform well—no matter how great it looks.
Creating RSAs might feel overwhelming at first, but once you get the hang of it, it’s like playing a game. Keep experimenting, keep learning, and soon, your ads will be driving clicks like a pro.
Now, go crush it with your RSAs! 🚀
Bonus Materials–How to Test, Test, Test
Testing your RSAs is where the magic happens! Google Ads does a lot of the heavy lifting by automatically testing your headlines and descriptions. But your job isn’t done—you need to know how to check the results and make improvements.
Here’s how to test effectively and analyze what’s working:
How Google Tests Your RSAs
Google rotates your headlines and descriptions in different combinations. Over time, it learns which combos perform best based on clicks, impressions, and conversions.
You’re essentially running a contest where your best-performing headlines and descriptions win.
How to Check RSA Performance
- Go to the Ads & Extensions Tab
In your Google Ads account, click on Ads & Extensions. Find the RSA you want to evaluate. - Look at Ad Strength
Google provides an “Ad Strength” score (like “Poor,” “Good,” or “Excellent”). This score gives you a quick overview of whether your ad is diverse and relevant. Improve weak scores by adding more variety or keywords. - Check Asset Details
Under the RSA, click on View Asset Details or View Asset Report. Here’s what you’ll find:- Performance Ratings: Each headline and description gets rated as “Low,” “Good,” or “Best.” This shows which ones are connecting with your audience.
- Impressions: See how often each asset was shown. If a headline rarely appears, it might not be resonating.
- CTR (Click-Through Rate)
Check the overall CTR of the ad. A high CTR means your ad is grabbing attention. If it’s low, your headlines or descriptions might need to be more engaging or relevant. - Conversions
Go deeper by looking at conversion data. Which ads lead to the most sales, sign-ups, or other goals? This is what really matters.
What to Do With the Insights
- Keep the Best Assets: If a headline or description is marked as “Best,” keep it! These are your winners.
- Pause Underperformers: If certain headlines or descriptions consistently rate as “Low,” pause them or replace them with new ideas.
- Experiment with New Ideas: Add fresh assets that use different angles, keywords, or emotional appeals. Testing never really stops—it’s an ongoing process.
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