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How to Optimize Your Responsive Search Ads Getting Ready for RSA Era

author image Written by: Rabije Gashi Corluka           Categories - Paid Ads, SEO

It has become clear that the RSAs will become the only ad format that you will be able to use. Like we mentioned in one of our previous blog posts, from July 2022, you won’t be able to add new ETAs or edit and change the current ones. That is why you have to do everything you can to prepare for the RSA era. In addition to “giving Google everything it needs“, here are some tips and tricks on optimizing your RSAs.

Optimizing Your RSAs

Use all Headlines

The more headline variants you use, the better can Google offer your ad to the right person. For the same reason, adding more headlines also increases the number of impressions.

Analyze the Asset Labels

Google shows you which assets are performing well and which you should replace. These labels are based on actual performance, so it’s a good thing to keep an eye on them and make changes according to the results.

Review Combination Reports

A combination report is a magical place in Google Ads where you can check what combinations of ads are served up most often and if Google is showing any ad combinations you don’t want it to show. Here’s where to find it:

  • From the page menu on the left, click Ads & extensions.
  • Click in the bar above the table of results to add a filter.
  • In the drop-down menu that appears, click Attributes, then Ad type.
  • Select the box next to ‘Responsive search ad
  • Click Apply

Smart Bidding Automation

According to Google, Marketers who switched from ETAs to RSAs and used a combination of broad match and smart bidding see about 20 per cent more conversions. So using more RSAs is a great way to take advantage of automation in order to show your ads to more potential customers.

Some might take some time to get over the fact that the way they’re used to doing things is gone. Some might take advantage of the situation and prepare themselves in the best way possible. This transition time could be a perfect time to test your RSAs and learn how to use them in a way that best suits you and your campaigns.

Rabije Gashi Corluka

Rabije always enjoyed finding different angles to a story, so it’s not surprising her curiosity influenced a move to a new continent, widening her perspective. She enjoys hearing people's stories and learning about different cultures and places - but most of all, she loves putting her thoughts on a piece of paper. Her love for writing led to her studying Journalism and PR, but she actually became a storyteller during her radio-hosting era. Now, she uses her skills, experience, and love for writing to help your brand stand out.

Google Ads Announces Top 3 Priorities for 2022

02/17/2022

Google Ads is working on a better experience for its users and it shows. They announced their top three priorities for this year, and it’s all about focusing on automation, measurement and privacy.

Shifts in consumer behaviour are a hot topic during the pandemic, and Google knows this. Vice President and General Manager of Google Ads, Jerry Dischler, talked about how these shifts come with both challenges and opportunities, according to Search Engine Journal.

The Privacy

Think about yourself as a user now – you want your privacy, you cherish it and you only want to share it with people and brands you trust. So it does become frustrating to hear about different privacy violations and you do become a bit sceptical about it all. Google knows this and knows how important it is to maintain it. You have to work on your relationship with your users and customers in order to get those first-party data. How? That’s up to you/ But focus on this:

  • Build direct relationships
  • Ensure measurement remains accurate and actionable
  • Keep your ads relevant

 Automation

Performance Max and Discovery campaign types – these are the two focuses in the Automation pillar. They both centre around reaching users at scale from a single campaign. According to Google, these types of campaigns offer the following advantages:

  • More simplicity in management
  • Multi-channel reach
  • Greater ad inventory
  • Incremental conversions

Google recommends using Smart Bidding, responsive search ads, and broad match keywords for campaigns that target single channels such as Search, Display, and YouTube.

Measurement

Measurement will be tough in the upcoming times, especially because of the announced removal of third-party cookies. Without measurement, it’s hard to tailor the strategy to success and without it, it becomes more difficult to prove the value of your marketing. That’s why Google is rolling out new solutions, which will rely on your data and privacy-safe APIs:

  • Enhanced Conversions
  • Conversion Modelling
  • Consent Mode
  • Data-driven attribution
Read The Entire Google’s Blog Post Here

 

 

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Google Ads API Version Is Available

02/10/2022

Google has released a new version of its Google Ads API (application programming interface) – the v10. Using APIs, developers can create and use applications that interact directly with account information on the Google Ads server. APIs like these let advertisers manage large Google Ads accounts and campaigns efficiently.

The new version, which is set to see the light of day on April 27, comes with a bunch of new stuff developers can work with. Smart campaigns, Performance max campaign upgrades, Local service ads changes, Audience resource, and more:

What’s New?

These are some of the novelties that came with version 10:

  1. All Get methods are removed
  2. New Meta parameter
  3. Smart Campaigns are now generally available
  4. Support for Local Service Ads are added
  5. New Status field on Customer and Customer Client resources

 

  • To be able to use the new features, you must upgrade your client library and client code.
  • Also, if you’re still using AdWords, you must migrate to the Google Ads API by April 27 since AdWords is retiring!

Why Is This Important?

Advertisers can use the API to pass account data to other applications they use. It also assists them in managing larger accounts and campaigns. API users will have more flexibility with the tool since it now supports more of Google Ads’ latest products.

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