Responsive Search Ads (RSA)

Responsive Search Ads are Google’s primary search ad format where you provide up to 15 headlines and 4 descriptions, and Google’s machine learning tests different combinations to find the best performers for each search query. RSAs replaced Expanded Text Ads.

Google assembles your headlines and descriptions in various combinations, showing up to 3 headlines and 2 descriptions at a time. Best practices include writing headlines that work in any order, including keywords in multiple headlines, varying your messaging themes, and pinning critical information to specific positions when necessary. Character limits are 30 characters for headlines and 90 for descriptions.

Example: A law firm creates an RSA with 12 headlines covering their practice areas, differentiators, and calls to action. Google tests combinations and finds that ‘Free Consultation’ + ‘No Fee Unless You Win’ + ‘Dallas Personal Injury Lawyers’ generates the highest CTR for car accident searches.