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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’s Ad Platforms Suffering Outages

07/20/2022

A new reporting outage happened on various Google ad platforms, causing serious delays to the Google Ads console.

Google confirmed these issues and said:

“We’re investigating reports of an issue with Google Ads. We will provide more information shortly. The affected users are able to access Google Ads, but may not have access to the most recent data.”

Read More: Google Releases New Ads Editor

What Happened?

Multiple Ads platforms stopped working properly for a while, including:

  • Google Ads
  • Google AdSense
  • Google Analytics
  • Search Ads 360
  • Display and Video 360
  • Campaign Manager 360
  • Google Ad Manager
Read More: Google Ad Manager Getting 8 New Updates

This issue was reported last week too, by Search Engine Land. Yes – Google did indeed resolve those issues, but they happened again. History really does repeat itself, huh?

Why is this outage a problem? Simple – because if you don’t get correct reporting information, you will most likely create incorrect adjustments and changes, as Nicole Farley wrote last week.

However, today – Google reports the problems have been resolved. Will they happen next week too?

Read More: Google Ads Shares Automation Best Practices
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Google Releases New Ads Editor

07/08/2022

Google released a new Ads Editor version, the 2.1, and added thirteen new features. You can find their help doc here.

Users of the Google Ads Editor now have more options and features that were not available in the previous version that was updated to support Performance Max campaigns. Google has also removed the “include Display Network”  option for standard Shopping campaigns.

What’s new?

The new update includes:

  • Table header recommendations – the editor is redesigned to more prominently display a list of recommendations relevant to the currently viewed item type in the toolbar above the main table.
  • Primary Display Status – it now offers more information for campaigns. Now you can see why a campaign is not doing its thing.
  • Overview recommendation cards – new overview card available: top recommendations, asset performance, asset group status.
  • Recommendations – more support added for recommendation types such as: setting a target ROAS to capture traffic increases, target CPA, etc.
  • Warning dialogue for cross-account copy and paste
  • Validate aligned budget or bid strategy
  • Video-Drive conversions campaigns with shopping
  • Final URL expansion
  • Initial view on start-up
  • Global offers – you can now choose to make the country of sale optional or include support for an optional feed label
  • Lead form: custom questions, the age question
  • Lead form extensions at account level
  • Budget Explorer
Read more: Google Ad Manager Getting 8 New Updates

Warning dialogue for cross-account copy and paste

The editor lets you copy items from one account and then paste them into another. But, it can’t duplicate all of the information that is tied to a specific account.

If you paste copied items containing references to account-specific data into another account, Editor will drop that data and the copy will be incomplete. Now, when a user initiates a cross-account paste operation, the editor displays a detailed warning listing all data types that will be dropped.

Validate aligned budget or bid strategy

If a campaign uses a shared budget but not its associated portfolio bid strategy, Editor now shows an error.

When an aligned budget is selected, the Editor now displays the name of the associated strategy.

In the bidding dialog, it can now show the name of the associated budget when you choose an aligned strategy.

Read More: Google Performance Max Getting 7 New Updates

Lead form: custom questions, the age question

In lead form extensions, Editor now supports custom questions, instead of limiting them to a predetermined set of questions.

Also, the Editor now lets any age between 18 and 65 answers the “Are you over X years of age?” question. Before, this was limited to 3 options: 18, 21, and 25.

Budget Explorer

When making suggestions in the edit panel, the editor now provides three possible budgets.

The budget editing dialog will now show three precomputed budget points with statistics when a campaign or shared budget has a budget-raising recommendation associated with it. It will also automatically compute stats for a manually entered budget.

Read More: Discovery Ad Users Get Four New Features
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