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Marketers want to reach their target audience effectively with advertising campaigns. You can achieve this with responsive search ads (RSAs). RSAs, a more recent type of ad format, allows you to create multiple versions of your ad and then compare them to find the best performing.
Traditional PPC marketing techniques still apply to RSAs. However, there are some things that you can do to optimize the campaign for this new ad format.
This blog post will share some RSA marketing strategies that can help you improve your results.
Responsive Search Ads: How Does It Work
Marketers know that it is essential to ensure your ads are relevant to your target audience. Relevance is what drives people to click on your ads and what makes them more likely to convert. Relevance can be hard to achieve, especially when you target a large audience and reach people on multiple devices. These are where responsive search ads can help.
Responsive Google ads are a type that adjusts to different screen sizes and devices. Your ad will still be relevant regardless of where it is seen. This is crucial for high conversions. Responsive search ads are simple to set up and require no coding or design skills. Responsive search ads are easy to set up and don’t require any coding or design knowledge.
Best Practices and Tips
Multiple Headlines
RSAs must have at least 2 different titles and 3 headlines. It’s not always a good idea to go for the minimum. Responsive search ads are great because they allow PPC marketing agencies to test more variants of search terms than normal search ads. Agencies can simultaneously test up to four descriptions and fifteen headlines. It is best to aim for at most three descriptions and twelve headlines.
Different Products or Services Mentioned In Every Headline
Google will ignore descriptions and headlines that are too repetitive or boring. Avoid repetition in your RSAs. A great responsive search ad must highlight a unique product/service. PPC campaign management companies use creativity to highlight a unique product or service.
Avoid keyword stuffing
When adding keywords to responsive search ads, you should use dynamic keyword insertion. Make sure you include at least three keywords in your headlines. It’s better to not include all keywords in your headlines. Google will reject headlines that include keywords.
Also read: How to Start An E-commerce Business From Scratch
Variet Description and Headline Length
To increase the chances of your ad being accepted at Google, PPC Management Agency uses the variable word count in different headlines and descriptions. However, this doesn’t mean that you have to maximize the word count for each headline. They should be different from each other.
Google usually tests different headlines at various positions to determine which one works the best. Google may only display headlines that best match the user’s query depending on their device type and keyword search. The same applies to descriptions.
Google allows you to pin certain headlines and descriptions that you would like your audience to see.
Pin Headings in a Restricted Manner
While pinning headlines can be a great way of ensuring that your ad is shown to the audience in its entirety, it could also lead to Google limiting automatic variant testing. This can also impact your RSA performance. PPC Management Services recommends that pinning one headline decreases Google’s chance of testing this headline by 75%.
Additional Tips for Improving Responsive Search Ads
- Targeting your ads to keywords that are relevant to your business is one way to increase the relevancy of your ads.
- Negative keywords can be used to exclude certain terms from your campaigns. This can help you to improve your ad relevancy.
- You need to make your ads more relevant and persuasive so that potential customers click on them.
- Also, you should use appealing visuals in your ads such as images and videos. This can help grab the attention of users and encourage them to click on your ad.
- To ensure your ads appear in front of the right people, you need to make sure they are properly targeted.
- Targeting them by location, demographics, and interests is one way to do this.
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