About responsive search ads

Applies to Google Ads, Yahoo! Japan and Microsoft Advertising accounts

The new Search Ads 360 supports full campaign management and reporting of responsive search ads (RSAs) on client accounts including Google Ads, Yahoo! Japan and Microsoft Advertising accounts. You can now create, manage and report RSAs directly in the new Search Ads 360 in a single workflow.

  • In Google Ads campaigns, RSAs are the only ad type that can be created or edited in search campaigns starting 30 June 2022.
  • In Microsoft Advertising campaigns, RSAs will become the default search ad type as of 29 August 2022.
  • You’ll no longer be able to create or edit ETAs. However, your existing ETAs will continue to serve alongside RSAs, and you'll still see reports on their performance. Additionally, you'll be able to pause and resume your ETAs or remove them if needed. You’ll also still be able to create and edit call ads and Dynamic Search Ads.
  • Although expanded text ads (ETAs) are still supported, we recommend including RSAs in your ad copy mix to significantly improve your performance.

Transition of your ads to RSAs is highly recommended since these ads help to improve qualified traffic to your website and alleviate the time-consuming operations of ad copy creation and testing. See Create an ad for instructions on how to create or edit RSAs in the new Search Ads 360.

Responsive search ads can be created in standard ad groups only. If the Ad Group Type is set to 'SearchDynamic', the ad group does not support RSAs.

Similarities between RSAs for Google Ads, Yahoo! Japan and Microsoft Advertising accounts

  • Creating or editing RSAs: All the three client accounts have the same settings:
    • Headline: Between three and 15 are required, each with a limit of 30 characters.
    • Descriptions: Between two and four are required, each with a limit of 90 characters.
    • Headlines/descriptions are stored as text assets that are shared with any RSA within the account.
    • Duplicate RSAs are allowed in the same ad group.
If you create or upload identical ads in a Microsoft Advertising ad group, Search Ads 360 will display and traffic both ads. In Microsoft Advertising, the identical ads are merged into one ad. The next time a sync occurs, the duplicate ad is removed, leaving only one of the ads in Search Ads 360.
  • RSAs are limited to 3 per ad group.
  • Deletion of text assets is not supported (but you can remove assets from the RSAs).
  • RSAs are editable (editing headlines/descriptions does not remove and recreate the ad).
  • Ad copy in Search Ads 360 is case-sensitive.
  • Pinning is supported on all platforms.
  • You can copy an RSA from one client account to the other (for example, from a Google Ads source account to a Microsoft Advertising destination account).
  • You can post as many ads as the advertising platform limits allow by tracking URL settings.
  • You can edit RSAs using bulk edits, scheduled edits, uploads and automated rules.
  • All 3 client accounts support ad customiser values. However, make sure that the 1000-character validation is implemented for RSAs using ad customisers.

Customisers will use the targeting settings in this order of priority: keyword, ad group, campaign, account and default value. Default value will be used in the event that your ad customiser doesn’t show or the text exceeds the character limit.

Differences between RSAs for Google Ads and Microsoft Advertising

There are no major differences, besides the asset/combination reports. The asset/combination report for Yahoo! Japan and Microsoft Advertising accounts provide only advertising platform statistics and Floodlight conversion statistics.

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