Google’s Responsive Search Ads Deliver More Relevant Marketing Messages

What are Responsive Search Ads?

Responsive Search Ads (RSAs) are Google’s newest ad product that uses machine learning to adapt the ad to the user’s search query and ultimate goal. RSAs mix and match up to 15 different headlines and 4 descriptions and can be arranged in any number of 43,680 different possible ad scenarios. Google’s new RSAs are still currently in beta and will soon be available to all Google advertisers.

Responsive Search Ad breakdown:

  • Use 15 different headlines. 30 characters maximum per headline. Google recommends at least 5.
  • Use 4 different descriptions. 90 characters maximum per description. Google recommends at least 2.
  • Keywords should be in at least two of your headlines; however, three headlines should be free of keywords.
  • Try different headline lengths. You don’t always need to maximize the character count.
  • Headline and descriptions can be shown in any order, so make sure that they make sense individually and in combination.
  • While in beta, RSAs can only show in ad groups that already have active text ads.
  • One responsive search ad per ad group is recommended.


  • Up to 3 headlines and 2 descriptions can show at one time.
  • Reach more potential customers by getting the right ad in front of the right audience.
  • Googles’ responsive search ads help advertisers save money by reducing the time needed to manage different ad variations.
  • A/B testing is not needed for this type of ad, as testing is automated. This means you no longer have to create a group of different ads to test, track performance, and choose the best performing ads.
  • Advertisers are able to view previews of different combinations when building the ad out so there should be no surprises.


  • If you have text that has to appear in every ad there is an option to pin headlines and descriptions to a set position; however, you have to pin more than one in that position or that will be the only copy allowed to show in that spot. Also keep in mind headline 3 and description 2 won’t always show, so pinned messages in those spots won’t always be part of your responsive search ads.
  • This functionality is still in beta so make sure to regularly monitor the performance of your ads per Google.
  • Duplicating headlines or descriptions will restrict the system’s ability to generate combinations.
  • RSAs are eligible to show on mobile screens; however, the number of headlines and descriptions that are shown will depend on the user’s screen size.


To sum it all up, Google will show the most relevant combinations based on the searcher’s intent, and over time will learn the best combinations. Since there are multiple combinations of ads, this helps your ads compete in more auctions and increases your overall ad group performance.

At The frank Agency, we believe that the combination of Responsive Search Ads and our top-notch PPC agency team working together will take PPC advertising to a whole new level.