About responsive search ads

   Applies to Google Ads, Microsoft Advertising, and Yahoo! JAPAN Ads accounts in the new Search Ads 360.

The new Search Ads 360 supports full campaign management and reporting of responsive search ads (RSAs) on client accounts including Google Ads, Yahoo! JAPAN Ads, 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 will be the only ad type that can be created or edited in search campaigns starting June 30, 2022.
• In Yahoo! JAPAN Ads campaigns, RSA will become the default search ad type as of September 28, 2022.
• In Microsoft Advertising campaigns, RSAs will become the default search ad type as of February 1, 2023.
• 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 a text 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", then the ad group does not support RSAs.

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

• Creating or editing RSAs: All the three client accounts have the same settings:
• Headline: Between 3 and 15 are required, each with a limit of 30 characters.
• Descriptions: Between 2 and 4 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 or Yahoo! JAPAN Ads ad group, Search Ads 360 will display and post both ads. In the advertising platform, 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 and descriptions does not remove and recreate the ad.
• Ad copy in Search Ads 360 is case-sensitive.
• Pinning is supported in all platforms.
• You can copy an RSA from one client account to the other (for example, from Google Ads source account to a Microsoft Advertising or Yahoo! JAPAN Ads 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 AI-powered rules.
• All 3 client accounts support ad customizer values. However, make sure the 1000-character validation is implemented for RSAs using ad customizers.

Customizers 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 your ad customizer doesn’t show or the text exceeds the character limit.

Differences between RSAs for advertising platforms

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