Google Ads: Responsive Search Ads Now the Default Type

29 Jun, 2021 Google Ads

Google has officially confirmed that the dynamic ad format it introduced three years ago will now be the default type for Google Ads search campaigns. Responsive Text Ads are taking over as the new norm, though Google also confirmed that customers will still be able to create new Expanded Text Ads while being able to edit existing ones.

It has also been announced that the switch will not have any impact on the way Google Ads are served.

In its statement, Google has advised its Ads customers to make full use of all tools and features available to generate the best possible ROI with RSAs. Particular emphasis was placed on the use of countdown and location customisers, along with other major personalisation features.

How Are RSAs Different?

Summarised by Google:
“Responsive search ads let you create an ad that adapts to show more text and relevant messages to your customers. Enter multiple headlines and descriptions when creating a responsive search ad, and over time Google Ads will automatically test different combinations and learn which combinations perform best.
By adapting to your ads content, responsive search ads may improve your campaign’s performance.”

Creating and publishing RSAs takes slightly more thought and effort on the part of the advertiser, though Google insists that the benefits far outweigh the required input. Primarily, the challenge lies in the fact that no matter what combination it is used in, every copy and headline asset used in an RSA needs to make sense.

This is because the advertiser does not mandate which order the text appears in, as would be the case with a traditional ad.

No Major Surprise

For the most part, Google’s announcement is anything but surprising. The company has been pushing for the use of responsive search ads for some time, which as mentioned above has been around since 2018.

As a result, it’s highly unlikely advertisers and publishers who use Google Ads as a primary marketing platform will notice any real difference.

For everyone else, it’s a case of getting used to the small yet significant changes responsive ads bring into the mix. Though for those who get it right, the benefits could be huge – as outlined by Google in its official Ads Support forum:

Responsive search ads can help you:

  • Create flexible ads that adapt to device widths, giving you more room to share your message with potential customers.
  • Save time by providing multiple headlines and description options, then let Google Ads show the most relevant combinations to your customers.
  • You can tailor your headlines and descriptions to your customers’ locations, regular locations or locations of interest.
  • Reach more potential customers with multiple headlines and descriptions options that give your ads the opportunity to compete in more auctions and match more queries.
  • Increase ad group performance by attracting more clicks and conversions that your existing text ads are not capturing because responsive search ads help you compete in more auctions.

The switch to RSAs as the default ad type is to take place with immediate effect.