While responsive search ads are a powerful and exciting new feature added to the Google Ads platform, some marketers struggle to use them to the fullest extent.
The issue lies in a failure to understand how to find the RSA report and how the information contained in this menu can be used to improve the overall effectiveness of your PPC campaigns.
The purpose of this article is to explore the Ad Strength Indicator and reporting features for responsive search ads, including where these tools can be found and how they can be used.
How Are Responsive Search Ads Unique?
In order to understand the value of the RSA report, you need to first appreciate the added benefits that come from using this new ad format.
Responsive search ads are longer than any traditional search ad formats. Without any ad extensions enabled, an RSA can have a maximum character length of 300. That’s twice what a normal expanded text ad delivers!
But, it isn’t just the length that makes these ads valuable. It is also how the ads themselves are created. Traditionally, marketers submitted two headlines and descriptions to create one, static ad.
But, responsive search ads aren’t static. They are dynamic and, as their name demonstrates, responsive. In other words, they change depending on who the user is. Thus, Google asks that marketers input several headlines and descriptions, which can be combined in different ways to create thousands of unique ad messages.
The data from all of these different ad messages is a treasure trove of insights that PPC marketers should take advantage of.
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Where To Find Reporting For Responsive Search Ads
As you incorporate responsive search ads into your PPC campaigns, you’ll want to be able to measure their impact and performance. RSAs have a unique reporting feature that you can access. However, it can be a little tricky to locate.
Here is a breakdown of where to find the report for responsive search ads.
- Start at the main page of your Google Ads account editor.
- Using the options along the justify-hand side of the screen, find and select the “Ads & extensions” tab,
- After pressing this option, you’ll be taken to an overview page with all of your various ads and campaigns grouped by type (search, display, shopping, etc.).
- At the top of this list is a small text link to “Add filter.”
- Clicking this option will create a dropdown menu of options. You want to select “Attributes.”
- Then, choose to filter the results by “Ad types.”
- In the new dropdown menu, click the checkbox next to “responsive search ads.”
- Your ads will now be filtered by the responsive search ad type.
With this filter applied, you can go into each individual responsive ad and press the “View Details” link to see stats for each individual ad component. Alternatively, you can click “Combinations” to see how Google is creating ads with the assets you supplied.
How Can You Use The Responsive Search Ads Report?
There are a number of insights you can extract from this report. Most obvious, you can look at all of your individual ad parts and see which are performing the best and the worst. This view will provide insight into how effective your ads are, as well as what areas need more attention.
You can also compare and contrast two different components in the same ad position as an alternative means to traditional A/B testing. For instance, you could compare how the call-to-action of “Subscribe now!” compares to “Subscribe today!”
Google’s Ad Strength Indicator
Another tool that will appear with your RSA report is an analysis through Google’s Ad Strength Indicator. This tool looks at the performance of your ad messages and grades it (Poor, Good, Excellent, etc.)
The Ad Strength Indicator is a fast and effective tool for selecting the highest quality ad messages. It also offers suggestions on how to improve the quality of ads and raise those “Good” ads to “Excellent.”
With the Ad Strength Indicator and reporting for responsive search ads, PPC marketers have lots of rich data and tools at their disposal. The insights gained from either one of these tools can help any Google Ads user, even the seasoned veterans, improve their campaigns.