PPC Guide to RSA Best Practices & Testing
To be a great marketer, you need to be able to quickly adapt to change. At Rise, we know that means constantly adjusting best practices to make sure the strategies we use for our clients are always ahead of the curve… and the most recent Google update. Now that Google officially sunsetted expanded text ads (ETA), we’re sharing exactly how to improve your Paid Search performance using responsive search ads (RSA).
How This Change Affects You
On June 30, 2022, Google disabled the ability to create or edit existing ETAs within Google Ads. RSAs will be the new default, enabling marketers to easily drive performance and leverage testing at scale through automation. This provides a large opportunity to embrace change and update for the better using Rise’s existing RSA approach! First, here is a quick review on RSAs.
RSA Example
Google estimates that utilizing RSAs can result in 5% to 15% more ad clicks per ad group.
Rise’s Best Practice Approach to RSAs
Now that we know how RSAs operate, we’ve compiled how to maximize your campaign structures with this dynamic ad type.
We set up our paid search campaigns to really let RSAs shine: They maximize the most impactful ads while constantly testing new copy. We therefore recommend using two RSAs per ad group, one evergreen RSA and one testing RSA. With this structure, your ads will be in a constant state of testing without too much risk. Here’s how:
Example
By way of each individual auction, Google will choose the ad and combination it believes will lead to the best performance. In certain instances, it will default to your evergreen ad (where performance is likely more stable), or it selects the testing ad to try new messaging, while still choosing a combination that yields the best results.
Next Steps: Deploy and Enjoy
The Google update is here and live. Paid Search ETAs have officially been sunset, and RSAs are here to stay. RSAs and granular testing are an effortless match, which means you’ll have far more control over not only how you communicate, but what results you get. Future success will include ensuring each active ad group in your accounts have at least one RSA (two for good measure) activated. The more data we have, the more we can help you easily exceed your goals. If you keep these tips in mind, you’ll have smooth sailing ahead. We hope you’re as excited as we are!