Responsive Search Ads Guide: 4 Expert Methods for Better CTRs and Conversion Rates

While the competition wrestles with static ad copy, savvy marketers are unleashing the full potential of Google Responsive Search Ads (or RSAs) to dominate search results. By fine-tuning these dynamic ad formats, you can boost your click-through rates (CTRs), enhance conversions, and maximize your ad spend.

There are a lot of different ways you can go about testing Responsive Search Ads, but there are 4 methods which we’ve found to be the most effective. We’ll go over them here, in this step-by-step guide to optimizing and testing Responsive Search Ads in Google Ads.

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Still with us? Good. Let’s dive into the top four methods for testing Responsive Search Ads in your Google Ads account.

Why Testing Responsive Search Ads Matters

Google Responsive Search Ads allow advertisers to create flexible ads by combining multiple headline and description combinations. While this offers an excellent opportunity to tailor ads dynamically to user intent, success with Responsive Search Ads hinges on testing.

Testing reveals:

• Which messages resonate best with your audience.

• Underperforming ad text (headlines and descriptions) to eliminate.

• Optimization opportunities around key metrics, for higher engagement and return on investment (ROI).

By consistently monitoring your Responsive Search Ad performance and testing often, you can gain valuable insights and maintain a competitive edge. So, how do you go about testing Responsive Search Ads in Google Ads? There are four main methods.

Method 1: Clean Up Underperforming Assets

The easiest way to begin testing your Responsive Search Ads is by looking at the RSAs you already have running, and cleaning out any low-quality descriptions or headlines. To do this, you’ll want to access the asset performance report within your Google Ads account. This report identifies which headlines and descriptions are driving results — and which are falling short.

Steps:

1. Access Asset Details:

   • Navigate to your ad group and click “View Asset Details” for a Responsive Search Ad.

     

2. Identify Low-Performing Assets:

   • Look for headlines or descriptions labeled as “Low.” This label indicates areas in need of improvement.

     

3. Replace or Remove Underperforming Assets:

   • Remove any ‘Low’ rated assets and replace them with new, more impactful ad text options for different combinations and further testing.

4. Keep a Log:

   • Maintain a spreadsheet tracking all of the headlines and descriptions you’ve tested. Categorize them as “Low,” “Good,” or “Best.” This is a key part of the Responsive Search Ads optimization process, and helps ensure you don’t test the same things twice.

Example:

If a headline like “Conquer Your Awkward Space” is tagged as “Low,” replace it with something more specific and engaging, like “Perfect for Small Spaces.” Then document your results for future reference. Looking at the performance data is key to getting better engagement on your Responsive Search Ads. Plus, knowing what works (and what doesn’t) can be useful for other marketing channels, too.

Method 2: Create New RSAs to Test Themes

Testing themes helps you determine which types of messaging resonate most with your audience. Each theme represents a unique approach, such as highlighting product features, pricing, or competitor comparisons. Provide multiple headlines to ensure your Responsive Search Ads are as robust as possible.

Steps:

1. Set Up a New RSA:

   • Create a new RSA within the same ad group as your original in your Google Ads account.

     

   • Add up to 15 unique headlines and 4 descriptions.

2. Choose a Theme:

   This is a big test, not a small, ‘one headline’ test. Examples of themes you can test include:

   • Price-Focused: Emphasize affordability or discounts.

     

   • Product-Focused: Draw attention to what you’re selling.

     

   • Feature-Focused: Highlight key benefits or capabilities.

     

   • Competitor-Focused: Compare your product with alternatives.

     

3. Run Both RSAs Concurrently:

   Google will rotate ads to test performance, but remember that traffic distribution isn’t even, and you have no control over how Google is going to divide the impressions.

Themes should be distinct enough to yield actionable insights. For example, test “Durable Sectionals for Families” against “Affordable Sectionals with Free Shipping.”

Pro Tip:

Testing pinned vs. unpinned headlines within a theme can also reveal valuable insights. For instance, pin a headline emphasizing free shipping and test it against an unpinned variation.

Method 3: Use Campaign Experiments for Controlled Testing

Campaign Experiments offer precise control over traffic distribution in Google Ads, ensuring statistically significant results. This method is ideal for testing significant changes, such as entirely new ad copy or bidding strategies.

Steps:

1. Create an Experiment:

   • Navigate to the “Experiments” tab in your Google Ads account.

     

   • Select “+” to create a new experiment.

   • Choose “Custom Experiment,” select “Search,” and select a base campaign to duplicate.

     

2. Set Experiment Parameters:

   • Define a 50/50 split to allocate equal traffic to the original and experimental campaigns.

     • Use cookie-based splits for longer experiments and search-based splits for faster results. Cookie-based splits maintain user consistency, while search-based splits randomize impressions. We’ve never had any issues with either, so select the one that makes the most sense for you.

   • Set a start date (at least one day in the future) and a duration (e.g., 30 days).

     

   • Enable Sync Settings to automatically apply bid or budget changes from the base campaign to the experimental one. This ensures consistent testing conditions.

3. Make Changes in the Experiment Campaign:

   • Pause the original ad and implement new ad copy, pinned assets, or other adjustments.

4. Analyze Results:

   • Compare metrics like CTR, conversions, and cost per acquisition (CPA) between the original and experimental campaigns in your Google Ads account.

     

   • Look for this icon to identify your experiment campaign:

     

Method 4: Leverage Ad Variations for Precision Testing

In Google Ads, Ad Variations are a powerful tool for targeted testing, such as swapping specific headlines or testing new call-to-action (CTA) phrases.

Steps:

1. Create an Ad Variation:

   • Use the “Ad Variations” tool in your Google Ads account to select a base ad and apply changes.

   • For example, you might choose to target any ads that contain the low-performing headline “Conquer Your Awkward Spaces.”

     

2. Find and Replace:

   • Once you’ve determined which ads you would like to replace, add in the replacement information. For example, here we are replacing the low-performing headlines with “Perfect for Small Spaces.”

     

3. Set a Budget Split:

   • Allocate 50% of your budget to the experimental variation and 50% to the original ad.

     

4. Monitor Results:

   • Analyze performance metrics like CTR, impressions, and conversions.

     

There you have it, the top four ways to test Responsive Search Ads. Now that you know exactly how Google Responsive Search Ads work, you can take your ads to the next level. But before you get started optimizing your new Responsive Search Ad testing in Google Ads, you may want to review the below best practices around optimization and testing.

Responsive Search Ads Best Practices: Optimization and Testing

1. Regularly Review Asset Performance

Set a schedule (e.g., monthly) to review asset reports for your Responsive Search Ads, and replace underperforming elements.

2. Maintain a Testing Log

Track all changes, results, and insights in a central document. This ensures learnings are not lost and can be leveraged for future campaigns.

3. Use Clear Themes

Avoid overcrowding Responsive Search Ads with mixed themes. Focus on distinct ideas for each Responsive Search Ad.

4. Test for Adequate Durations

Allow campaigns to run for a sufficient period (e.g., 30 days) to gather statistically significant data.

5. Keep Audience Intent in Mind

Align your ad copy with the search intent behind your keywords. For instance, feature-focused ads work well for product-specific searches, while price-focused ads suit transactional searches. Always bear search queries in mind when considering possible ad combinations.

Final Thoughts

Responsive Search Ads offer immense flexibility and have great potential for driving results — but only when optimized effectively. By learning how Responsive Search Ads work, and systematically testing and refining your ads using the methods outlined above, you can:

• Boost engagement.

• Increase conversions.

• Maximize ROI.

Start with the basics, like cleaning up low-performing assets, and gradually advance to more sophisticated techniques, such as Campaign Experiments and Ad Variations. Remember, consistent testing and iteration are the keys to unlocking the full potential of Responsive Search Ads.

Looking for help managing your Google Ads? We can help. Get in touch here.