Both SEO and SEM have revolutionized the marketing world, and new strategies play a fundamental role in improving the user experience and generating loyalty with the audience.
Thanks to Google and other platforms, the experience for advertising agencies and marketers is becoming easier and easier when it is time to generate paid ads, so if you know how to use the tools correctly, you will achieve a very favorable SEM.
In this sense, Google announced some time ago the introduction of Responsive Search Ads (RSA), which are adaptive search ads that allow more characters than expanded text ads.
And yes, you’ve probably already heard that RSAs are going to replace expanded text ads by the end of June this year. But, the existing ads will not be editable, they will continue to be active until you cancel them yourself.
Before we start, what are RSAs?
As we mentioned before, it is an adaptive ad format, in this format, you will be able to create titles and descriptions that machine learning will combine to show the best option.
You can create up to 15 titles and 4 descriptions so that the algorithm can find the most optimal one.
Achieve success with these keys…
The copy is still king, so optimize the text you are going to use. Use the keywords and direct your text towards the target. Keep in mind that once you program your ads, editing or removing titles or descriptions can affect their performance.
More options mean better combinations. That’s why don’t just stick to the minimum established. Use at least five titles and three descriptions, so there will be more options to show.
Finally, Google recommends keeping the effectiveness metric at a good/excellent level in ad groups and having at least four extensions per ad group. So, start practicing, don’t leave the use of RSAs to the end, and reach your advertising goals.
