Google Responsive Search Ads

Responsive Search Ads (RSA) allow retailers and brands to automatically serve the most relevant ad combinations to shoppers through Google’s algorithm. By providing multiple headlines and descriptions, Google tests and optimizes for the best performing combinations.

Spec

• Headlines: Up to 15 (max 30 characters each).
• Descriptions: Up to 4 (max 90 characters each).
• Path Fields: 2 optional (max 15 characters each).
• Final URL: Required (no limit).
• Display: Google dynamically combines up to 3 headlines and 2 descriptions per ad.

Best Practices

Key Design

• Ensure each headline and description can stand alone and make sense in any combination.
• Incorporate relevant keywords naturally to improve ad relevance.

Key Messaging

• Highlight unique selling points and promotions.
• Use strong calls-to-action that encourage immediate engagement.

Guidelines

• Use all available headline and description slots to maximize variation.
• Avoid repetitive phrases; each line should deliver distinct value.
• Align ad copy with seasonal promotions and retailer campaigns for relevance.
• Test different combinations to discover the most effective messaging.

Tips & Tricks

• Align messaging with retailer promotions and seasonal campaigns.
• Test multiple headline and description combinations to optimize CTR and conversions.
• Keep track of performance data to refine copy continuously.

Pro Retail Media Tip

Incorporate the retailer’s name and current promotions into your headlines. For example: “Exclusive [Retailer] Deals on [Product]” This resonates with shoppers who are actively seeking retailer-specific offers.