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  • Writer's pictureKelly Alica Liman

Responsive Search Ads (RSA) Best Practices in Google Ads

To get the most out of Google Ads' Responsive Search Ads, there are some best practices that you ought to adhere to to improve your ad performance and maximize the impact of your advertising campaigns. This guide will show you what you need to do to create amazing Responsive Search Ads and get your ad strength to 'Excellent'. Without further ado, let's dive into the Responsive Search Ads (RSA) best practices in Google Ads!


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In case you prefer watching a video instead, here's a 7-minute guide you can find from XYZ Lab's YouTube channel!



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1. Use all the available headlines (x15) and description lines (x4)


It is best to maximize all the available entries and fill in all the options to increase your ad strength.





2. Use keywords that are likely to trigger your ads to go live in your headlines and descriptions



When you are creating your responsive search ads, the system will show you some keywords that will most likely trigger your ads to show. You have to insert these keywords into the headlines and descriptions, which will help you increase your quality score and the relevancy of your ads to the user. For instance, when the user types in your search keywords, they will see a headline and description that mentions these keywords. You don't have to include all your search keywords, you only need to include some that are highlighted by the system.





3. Use the Display Path



The Display Path is a 'fake' path that will appear in the URL when your ads show up. Users will still be directed to the Final URL that you set, but the Display Path will add context to your ads. For example, if you're bidding on the keywords 'tennis shoes', then you can set the display path to /tennis/shoes. If you're bidding on accounting companies, you can set the display path to /accounting/companies. It will also help you increase your quality score and make your ads more relevant in the eyes of the user.



4. Use Camel casing (capitalize the first letter of every word in headlines and description lines)



Camel casing means the first letter of every word will be capitalized. For example, in the headline 'Best Holiday Camp For Kids', the first letter of every word is capitalized. It is a proven way to improve your click-through rate because it makes your ads more prominent.





5. Use x5 headlines relevant to keywords, x5 headlines relevant to your USPs (unique selling points), x5 headlines relevant to CTA (call to action)


It is ideal to diversify your headlines' according to the following proportions:

  • 5 headlines should include your search keywords or phrases that are likely to trigger your ads to go live.

  • 5 headlines should include your unique selling points. For example, you can mention that you have the best practice, best promo, best customer service, etc.

  • 5 headlines should include a call to action such as 'start your free trial', 'shop now', 'shop today', 'visit our store today', etc.



6. Ensure that your headlines and description lines are as unique as possible


Don't just repeat the same sentences in a slightly different way. Try to make each of these copies as unique as possible. If you run out of ideas, you can always use AI tools such as ChatGPT to craft some unique headlines.



7. Ensure you fulfill all of Google's best practices



On the top of your ads, you can find a list of Google's best practices. Ensure that you fulfill all of these points. You can click on "View ideas" to see Google's suggestions on how to tick off each point.







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