Responsive Search Ads (RSAs) allow advertisers to create flexible ads by providing multiple headlines and descriptions that Google automatically tests and combines. Following best practices for RSA descriptions ensures optimal performance and relevance.
First, include unique selling propositions i…Responsive Search Ads (RSAs) allow advertisers to create flexible ads by providing multiple headlines and descriptions that Google automatically tests and combines. Following best practices for RSA descriptions ensures optimal performance and relevance.
First, include unique selling propositions in your descriptions. Highlight what makes your business stand out, such as free shipping, price matching, or years of experience. Each description should offer distinct value rather than repeating similar messages.
Second, incorporate relevant keywords naturally into your descriptions. This helps improve ad relevance and Quality Score while ensuring your ads resonate with user search intent. Aim to include primary keywords in at least two descriptions.
Third, write descriptions that complement each other when combined. Since Google mixes and matches your descriptions, ensure any combination makes sense together and creates a coherent message for potential customers.
Fourth, include clear calls-to-action (CTAs) in your descriptions. Phrases like "Shop Now," "Get a Free Quote," or "Browse Our Selection" guide users toward taking the desired action on your landing page.
Fifth, leverage the full character limit of 90 characters per description. Longer descriptions provide more information and typically perform better than shorter ones. However, ensure every word adds value.
Sixth, create at least four unique descriptions, though providing all four available slots gives Google more testing options. More variations allow the system to find winning combinations faster.
Seventh, use specific numbers and statistics when possible. Concrete details like "Over 10,000 satisfied customers" or "Save 25% today" tend to attract attention and build credibility.
Eighth, pin descriptions strategically but sparingly. Pinning restricts Googles ability to optimize, so only pin when certain information must always appear in a specific position.
Finally, regularly review performance data and replace underperforming descriptions with fresh alternatives. Continuous optimization based on metrics ensures your RSAs maintain strong click-through rates and conversion performance over time.
RSA Descriptions Best Practices
Why RSA Descriptions Are Important
Responsive Search Ads (RSAs) are the default ad format in Google Ads Search campaigns. The descriptions you create play a crucial role in convincing users to click on your ad after the headlines capture their attention. Well-crafted descriptions can significantly improve your click-through rate (CTR), Quality Score, and ultimately your return on ad spend.
What Are RSA Descriptions?
RSA descriptions are the text lines that appear below your headlines in search ads. Google allows you to provide up to 4 descriptions, each with a maximum of 90 characters. Google's machine learning then tests different combinations to find the best-performing variations for each search query.
How RSA Descriptions Work
When a user searches, Google dynamically selects and displays 2 descriptions from your pool of up to 4 options. The system optimizes based on: - The user's search query - The device being used - Historical performance data - Relevance signals
Best Practices for RSA Descriptions
1. Use All Available Description Slots Provide all 4 descriptions to give Google maximum flexibility for optimization.
2. Include Keywords Naturally Incorporate relevant keywords in at least 2 descriptions to improve ad relevance and Quality Score.
3. Highlight Unique Selling Points Focus on what differentiates your business: pricing, guarantees, awards, or exclusive features.
4. Include Clear Calls-to-Action Use action-oriented phrases like 'Shop Now,' 'Get a Free Quote,' or 'Sign Up Today.'
5. Make Descriptions Work Independently Each description should make sense on its own since any two may be combined.
6. Avoid Repetition Each description should convey unique information to maximize the value of different combinations.
7. Use Numbers and Specifics Include specific data points like '50% Off,' 'Free Shipping Over $50,' or '24/7 Support.'
8. Pin Strategically Only pin descriptions when absolutely necessary, as excessive pinning limits optimization potential.
Exam Tips: Answering Questions on RSA Descriptions Best Practices
Key Numbers to Remember: - Maximum descriptions: 4 - Character limit per description: 90 - Descriptions shown per ad: 2
Common Exam Scenarios: - Questions about maximizing ad effectiveness will typically have 'use all available description slots' as the correct answer - When asked about improving ad relevance, look for answers mentioning keyword inclusion - Questions about flexibility and optimization will favor minimizing pinning
Watch Out For: - Trick answers suggesting you need only 1-2 descriptions - Options recommending identical descriptions for consistency - Answers suggesting pinning all descriptions for control
Remember: Google recommends providing diverse, unique descriptions that can work in any combination. The exam often tests whether you understand that machine learning optimization works best with more options and less restrictions.