Google Unveils Major Responsive Search Ad (RSA) Asset Updates

Google has introduced significant updates to the management and creation of assets for Responsive Search Ads (RSAs). Google’s new updates leverage Google’s AI technology to forecast which assets could optimise the performance of your campaign, guiding the selection of the most effective approach for your ad strategy.

The Ability to Display A Single Headline:

RSAs are designed to deliver the most effective adverts to the right audience at the most optimal moment. In the process of assembling your ads, Google AI typically includes a minimum of two headlines. However, Google has discovered instances where displaying a single headline can result in improved performance, depending on the user’s query and context.

To enhance ad performance, Google Ads now allows RSAs to showcase a single headline when it is predicted to yield better results. Additionally, with this update, headlines are now eligible to appear at the beginning of description lines, providing an extra layer of flexibility in ad creation. It’s important to note that assets assigned to specific positions will retain their designated spots. You can check the combinations report to assess the frequency of one headline or a headline at the start of description lines.

Campaign-Level Headlines & Descriptions:

In certain scenarios, duplicating headlines and descriptions across an entire campaign makes strategic sense, especially when promoting a specific sale applicable to all ad groups. In response to this need, Google has introduced campaign-level headlines and descriptions. Advertisers now have the flexibility to associate up to three headlines and two descriptions at the campaign level. This update enables scheduling specific start and end dates for these assets, particularly useful for time-sensitive promotions like sales. Advertisers also have the option to pin these assets to specific positions, ensuring they maintain visibility. Once incorporated, these headlines and descriptions become eligible to appear in every RSA within the designated campaign.

Account-Level Automated Assets:

By opting for account-level automated assets, advertisers can leverage Google AI to autonomously generate assets, showcasing them when predicted to enhance performance. A shift from previous practices, where manually created assets always took precedence, this update extends eligibility to dynamic image assets, dynamic sitelinks, dynamic callouts, and dynamic structured snippets. Even in the presence of manually created assets, Google AI can now display dynamic assets alongside or in place of them if it foresees improved engagement. For instance, if there are four manually created sitelinks, Google AI may exhibit two dynamic sitelinks alongside two manually created ones, optimising engagement.

Utilising Google’s AI for campaign strategies offers the potential to enhance engagement and overall performance. However, it is crucial to recognise that adopting this technology involves giving up a degree of control to Google. Furthermore, despite the power of AI as a tool, its accuracy can sometimes be disputed, which introduces the chance of errors in predicting campaign performance.

Annie Wells

Senior Paid Media Executive

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