NEW FEATURE ANNOUNCEMENT – Responsive Search Ads Builder

Responsive Search Ad Builder

by Ash Smith

November 30, 2019

How to build thousands of RSAs in PPC Samurai in just three clicks!

Ever wish there was a way to create thousands of Responsive Search Ads across a whole account, almost instantly?

We did too. So we came up with a way to do it.

PPC Samurai are excited to announce that we are launching a responsive search ads builder within the app that will allow you to build thousands of RSAs across an account with just three clicks!

First of all, some of you might be asking – what are Responsive Search Ads?

With literally billions of searches happening on Google each day (around 3.5B to be exact), searchers’ expectations of Google to match their questions to appropriate and useful search results are becoming more and more demanding. This goes for ad text as well. So how do we ensure that we are creating ad text that is highly relevant for such a vast array of searches (without going insane)? The answer lies with responsive search ads (RSAs).

RSAs allow you to supply multiple variants of headlines and descriptions which Google Ads will rotate and customise to test combinations that work best for each user by way of machine learning.

Responsive Search Ads have four key benefits:

  1. Simplicity – save time by creating one ad with multiple CTAs, benefits and keyword associations
  2. Flexibility – copy adjusts for different formats – allowing up to three headlines when possible
  3. Control – Only the text you create will show, and can be controlled further through pinning headlines and descriptions in positions you define.
  4. Performance – results have shown up to 10% more clicks and conversions as a result of being included in more auctions due to having more ad copy relevant to different searches.

Now that you know about the benefits of RSAs, let’s show you how to build them at scale.

Within the client account details screen (simply click on your client from the dashboard to reach their details), underneath ‘actions’ you’ll find ‘Responsive Search Ads’:

Clicking this will tell the app to start scanning the account looking for active campaigns and ad groups that contain two or more Expanded Text Ads (ETAs) but not RSAs. Once the scan is complete, you’ll see all the campaigns and ad groups that meet this criteria and are therefore candidates for RSA creation:

Step 1: Select ad groups for RSA creation

As these ad groups have existing ETAs, the app will work to combine the information in these ads into one single RSA. As each ETA should have three headlines already, if you have two ETAs, then you’ve effectively got six headlines and four descriptions ready to work with! The app will take these headlines and put them into a one to six order, and will order the descriptions one to four.

A couple of things worth mentioning:

  • If you have headlines that are the same, they’ll only get imported once – so no need to worry about duplicates!
  • If there are some campaigns or ad groups that you don’t want to include RSAs, simply uncheck them from the list by clicking on them.

Step 2: Pin or unpin positions

From the ads that you’ve chosen to turn into RSAs you can tell the system whether you want to pin headlines to their current positions, ie. only headings pinned in position one will rotate through the heading one position, (which we recommend) by turning the toggle on or off. Pinning will help your ads make more logical sense and will keep them in line with the structure you’ve implemented via your ETAs. You can also choose whether you want to have descriptions pinned to their current positions. After choosing your settings, simply click on ‘preview RSAs’

Step 3: Previewing and creating RSAs

Click through your campaigns and ad groups within the builder to review the RSAs that have been generated for each. If you’re happy with the way the RSAs look, simply hit click on ‘create all RSAs’.

And that’s it! Enjoy the ease of creating thousands of RSAs in a matter of clicks.

Check out the full announcement webinar!


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