Responsive search ads (RSAs) will become the sole standard Search campaign type available for creation in Google Ads within the next two months. This particular ad format allows you to input a maximum of 15 headlines and four descriptions, which Google then blends to craft ads tailored to each specific search.

It’s crucial to remember that you’re not merely working with 15 headlines and four descriptions; you’re grappling with a multitude of combinations and permutations, each needing to flow logically. This complexity can feel overwhelming. To simplify this, I’m presenting a straightforward five-step system for crafting effective headlines and descriptions for your RSAs, accompanied by a handy template.

Contents

• Identifying your RSA approach
• Best practices for RSA copywriting
• A five-step guide to writing RSAs

Which RSA strategist are you?

Before delving into the process, let’s determine your (or your PPC partner’s) position on the RSA copywriting spectrum. You’ll likely recognize your preferred method quickly.

The Control Freak

Insists on exactly three headlines and two descriptions The Control Freak is highly resistant to relinquishing any control to Google’s algorithms. The transition from expanded text ads (ETAs) to RSAs represents a significant challenge, so they’ll strive to maintain as much control as possible. Their approach involves mimicking an ETA structure within the RSA framework by limiting themselves to only three headlines and two descriptions, pinning each element. This results in an ad resembling the following example.

• Advantages: In strictly regulated fields like finance or healthcare, where Google Ads disapprovals are common, this rigid control over messaging may be the only way to ensure legal compliance. Factors like anti-discrimination regulations, legal disclaimers, or other mandatory messaging might necessitate forgoing automation to guarantee your company’s or client’s compliance.
• Disadvantages: Adopting this highly controlled approach might lead to lower ad strength scores. Although we’re assured that these scores don’t directly affect ad rank currently, they could potentially have some adverse effects. Additionally, you’d be missing out on the performance enhancements that machine learning can offer your account.

The Hot Mess

Throws RSA elements randomly, without a clear plan In contrast to the Control Freak, the Hot Mess lacks any defined strategy for writing Google ads. They add new variations haphazardly, tossing in headlines and descriptions on a whim, hitting publish without much thought, and then possibly engaging in other reckless activities. Their ad groups likely suffer from either too many or too few ads, indicating poor account structure, and they fail to learn from the insights provided by their ad performance.

• Advantages: Absolutely none.
• Disadvantages: Far too many to enumerate. This chaotic approach is entirely unproductive.

The Calculated Practitioner

**Embraces both pinning and automation strategically** Instead of micromanaging every facet of the ad copy or leaving performance to chance, the Calculated Practitioner develops a strategy that balances maintaining consistency in their ads with leveraging machine learning for optimal results.

• Advantages: This strategy allows for the creation of highly effective Google Ads adhering to RSA best practices (refer to the cheat sheet below).
• Disadvantages: The Hot Mess will need to put in more effort, while the Control Freak will have to relinquish some control. We’ll explore the Calculated Practitioner’s strategy in detail shortly.

Responsive search ad copy best practices

Before we dive into the strategy, make sure you’re well-versed in RSA best practices. You can find a comprehensive guide in our responsive search ad 101 post, but here are the essentials:

• Go beyond the minimum requirement. Aim for at least 8-10 headlines out of the available 15 and a minimum of three descriptions.
• Make each headline unique. Google won’t display nearly identical variations.
• Avoid keyword stuffing in headlines. At least three headlines shouldn’t revolve solely around keywords; instead, they should highlight a feature, benefit, or call to action.
• Pin sparingly. Excessive pinning limits Google’s ability to optimize your ad combinations for peak performance.
• Use a variety of headline lengths. This allows Google to showcase ads with either two or three headlines, so refrain from using all 30 characters for every headline.

Access the complete cheat sheet here.

5 steps for creating high-performing responsive search ads

Now that you’re familiar with the best practices and have identified your position on the Hot Mess –> Control Freak spectrum, let’s dive into the strategy. I’ll be using a hypothetical example of an ad for my Paid Media Pros YouTube channel.

Step #1: Generate diverse headline types

Utilize this this spreadsheet template to brainstorm different headline variations. It includes eight categories of headlines, complete with character counters.

Get the free Google Sheet template here. Here are the suggested categories, along with some illustrative examples:

• Keyword focused: PPC Video Library, PPC Videos for All Channels, Free PPC Videos
• Features: Step-by-Step Tutorials, Learn At Your Own Pace
• Benefits: Improve Ad Performance, Grow Your Business, Save Wasted Budget
• Brand messaging: Paid Media Pros, Learn With Paid Media Pros
• Social proof: Over 17k Subscribers
• Price comparison: Free to Watch Online
• Advantage over competitor: Watch Ad-Free, No Signup Required
• Calls to action: Get Free Access Today, Check Out the YouTube Chanel, Subscribe on YouTube Generate as many headlines as you can for each category. If other categories are relevant to your specific industry, feel free to include those as well.

Step #2: Structure categories into themed templates

Once you have a collection of headlines, you need to determine their placement. Before assigning specific headlines to each RSA, create an outline for the overall RSA structure. Below are a few examples to consider, focusing solely on headlines for now.

The template link is provided above. Each headline corresponds to a category from which you’ve already generated a set of headlines. The goal here is to map out a coherent message flow.

Keep in mind that the third headline position isn’t always displayed, so it shouldn’t contain essential information that every viewer needs to see.

Step #3: Integrate messaging and pinning into your template

Now it’s time to put your plan into action. When creating your RSA, select your chosen template and populate it with headlines from each category, pinning them to their designated positions.

In this example, I’ve used Template #1 from Step #2: Keyword focused – Call to action – Price comparison. All keyword-focused headlines are pinned to Headline position #1, calls to action occupy Headline position #2, and price comparisons are pinned to Headline position #3. While you can pin multiple components to the same position as shown above, the key is to ensure appropriate pinning.

If you pin at least one headline to all three headline positions and leave others unpinned, those unpinned headlines won’t be utilized. To use this strategy effectively, pin every single headline.

Step #4: Replicate the 3-step process for descriptions

Headlines aren’t the only crucial elements of RSAs. Implement a similar process of theme generation and content creation for descriptions, incorporating them into your headline templates to create a fully unified ad variant. Here are some tips for writing effective descriptions:

• Avoid replicating headline language. This is counterproductive.
• Remember to include calls to action in some variations.
• Description 2 may not always be displayed, so ensure your copy doesn’t rely on it to make sense. Here are some description examples for our hypothetical ad:
• “We aim to make paid advertising accessible to all. New videos weekly!”
• “Explore our library of past videos and enhance your marketing skills.”
• “Discover the power of advertising and drive tangible results for your business.”

Step #5: Begin testing

By following the previous four steps, you’ll have a fully developed responsive search ad. It features headlines and descriptions that adhere to a structured template, enabling you to guide the user experience with your brand while allowing Google’s algorithms to select the most effective messaging based on their “intuition.” Now comes the testing phase, just as you would with Expanded Text Ads. (If you believe testing ads is unnecessary, read my Google Ads mistakes post, and I’ll change your mind.) Here are some test examples you can run:

• Compare different templates. Identify which message types perform best in specific positions.
• Test within templates. Create three distinct RSAs using the strategy outlined above, but vary only one component across them. Use each RSA to test a specific aspect of the ad and analyze the results.
• Test message themes within the same template. For example, you could test Template 2 with one variant focused on risk aversion messaging and another on positive messaging. This approach transforms your ad copy testing into an engaging choose-your-own-adventure experience.

Embrace the Calculated Practitioner approach

Whether you’re hesitant about responsive search ads or still frustrated about the loss of control, the reality is that RSAs are here to stay. While I understand the reluctance to relinquish control over ad campaigns, I’m not opposed to automation, and neither should you be. So, while the Control Freaks grapple with these changes and the Hot Messes remain unaware of what’s coming, choose to be the Calculated Practitioner. Establish a robust testing framework, develop a strategy that leverages these changes to your advantage, and leave your competitors behind.