With Google expiring Expanded Text Ads, the transition to Responsive Ads is more important than ever. That being said, Brenton will be diagnosing various ads in real-time to understand the correlation between ad copy and performance (e.g. CTR, Quality Score, and ROAS). He will also demonstrate how to implement Responsive Ads for long-term optimizations and success. By the end of this presentation, you'll have actionable tactics you can apply to your own ads for an instant boost in performance. What you’ll learn in this presentation: - How to smoothly transition from using Expanded Text Ads to Responsive Ads - The characteristics of a top-performing Responsive Ad - Tactics to optimize Responsive Ads over the long term within your own ad account

1. 1
Brenton Thomas
Twibi
@AgencyTwibi
slideshare.net/brentonthomas5

2. MY BACKGROUND
#brightonSEO

3. BRENTON THOMAS
Digital Marketing Expert
#brightonSEO

4. About twibi
Services: Google Ads, Facebook Ads,
LinkedIn Ads, Organic Social Media, SEO
#brightonSEO
Industries:B2B, B2C
Service Area: Worldwide

5. THE BASICS OF RSAs
#brightonSEO

6. Upload multiple
headlines and
descriptions. Google
optimizes the ad
versions in real-time to
increase engagement.
RESPONSIVE DISPLAY AD (RDA)
RESPONSIVE SEARCH AD (RSA)
#brightonSEO

7. Google
allows up to
15 different
headlines…
COMPONENTS
OF
AN
RSA
#brightonSEO

8. …and up to 4
different
descriptions
to be
considered
when creating
an ad.
COMPONENTS
OF
AN
RSA
#brightonSEO

9. RSAs are
graded with
ad strengths:
Poor, Average,
Good, and
Excellent.
RSA Rating System
#brightonSEO

10. The goal is to
achieve an
“Excellent”
rating for all
ads.
RSA Rating System
#brightonSEO

11. ARE RSAs AN
IMPROVEMENT?
#brightonSEO

12. Downside
of
RSAs
Limited Visibility into
Performance
#brightonSEO

13. Downside
of
RSAs
Assessing the
performance of an
overall RSA is still
possible.
#brightonSEO

14. Downside
of
RSAs
But, Google didn’t
add the ability to
assess the
performance of
each variable of an
RSA…in depth.
#brightonSEO

15. Advertisers can
only view which ad
combinations
generated the most
impressions but not
metrics like CTR,
CVR, and CPA.
Downside
of
RSAs
#brightonSEO

16. Downside
of
RSAs
Takes Longer To Create
#brightonSEO

17. Trying to think up
15 unique
headlines and 4
descriptions for
all possible ad
combinations
takes time.
Downside
of
RSAs
#brightonSEO

18. In addition
achieving an
“Excellent”
rating will
also take
some time.
Downside
of
RSAs
#brightonSEO

19. UPSIDE
of
RSAs
Better Adaptability
#brightonSEO

20. UPSIDE
of
RSAs
Allows rapid
testing of a
massive
amount of ad
variations
within a single
ad.
#brightonSEO

21. UPSIDE
of
RSAs
A single ad
can generate
up to 1,365
unique
combinations.
#brightonSEO

22. UPSIDE
of
RSAs
It would take
a marketer a
long time to
develop and
test that
many ads.
#brightonSEO

23. UPSIDE
of
RSAs
Faster Ad Creation
Process
#brightonSEO

24. In the past
Google
recommended
3 ETAs per ad
group, now
only a single
RSA is ideal.
UPSIDE
of
RSAs
#brightonSEO

25. Fewer ads means
less time
managing the
account and
more time
developing new
campaigns, copy,
and creative.
UPSIDE
of
RSAs
#brightonSEO

26. Most Importantly….
Does it Improve Performance?
You’re in luck,
let’s access the
performance of
ETAs vs RSAs
#brightonSEO

27. twibiagency.com | bthomas@twibiagency.com | (503) 212-0827 27
Date Range: 01/01/22 -
06/30/22
ETAs ran concurrently with
RSAs within a single Search
Non Brand campaign
targeting prospects with an
interest in WordPress.
Case Study:
Software
Company
#brightonSEO

28. twibiagency.com | bthomas@twibiagency.com | (503) 212-0827 28
Using a single campaign,
both ad types received the
same adjustments.
Consistency across
variables allows us to better
isolate and compare
performance of different ad
types.
#brightonSEO
Case Study:
Software
Company

29. twibiagency.com | bthomas@twibiagency.com | (503) 212-0827 29
Metric ETAs RSAs
Spent $4.7k $2.2k
CTR 10.8% 11.3%
CPC $3.32 $1.72
ROAS 0.14 0.75
#brightonSEO
Case Study:
Software
Company

30. twibiagency.com | bthomas@twibiagency.com | (503) 212-0827 30
ETAs spent more budget
than RSAs, which could
diminish performance as
spend scales.
RSAs had a slightly better
CTR, but reduced the CPC
by 50% and ROAS
improved by 500%.
#brightonSEO
Case Study:
Software
Company

31. twibiagency.com | bthomas@twibiagency.com | (503) 212-0827 31
Drastic wins like this are
hard to come by.
Google’s automations are
inclined to make the
advertiser spend more
money, regardless of
performance. But, RSAs do
improve ROAS.
#brightonSEO
Case Study:
Software
Company

32. CREATING TOP
PERFORMING RSAs
#brightonSEO

33. Convert ETAs into RSAs
ONE
#brightonSEO

34. If you’ve ran ETAs in
the past, take time to
assess which ads
were the top
performers based on
your primary KPI.
#brightonSEO

35. Take the
headlines and
descriptions from
your top ETAs
and move them
over into a single
RSA ad.
#brightonSEO

36. Google will show
components from
of all of your past
top performing
ads while
optimizing
towards your goal.
#brightonSEO

37. TWOINCLUDE EXACT MATCH KEYWORDS
#brightonSEO

38. For ad relevance,
always include the ad
group’s exact match
keywords within the
headlines of an RSA.
#brightonSEO

39. If you have too
many keywords
within a single ad
group, you won’t
be able to append
all of your
keywords to a
single RSA.
#brightonSEO

40. Don’t add more
than 7 related
keywords to a
single ad group.
You’ll need to
append all
keywords to an
RSA.
#brightonSEO

41. THREE DON’T PIN HEADLINES &
DESCRIPTIONS
#brightonSEO

42. When trying to
produce an
“Excellent” RSA
rating the pinning
of headlines and/or
descriptions
makes it very
difficult to obtain it.
#brightonSEO

43. FOUR USE ALL AD SLOTS
#brightonSEO

44. The more
options Google
has to choose
from the better it
can optimize
your RSAs.
#brightonSEO

45. Try to give Google’s
algorithm the best
possible chance of
finding success by
giving each RSA 15
headlines and 4
descriptions.
#brightonSEO

46. FIVE DON’T USE HEADLINE SUGGESTIONS
#brightonSEO

47. When creating
an RSA,
Google will
give you
suggestions
for headlines.
#brightonSEO

48. These
headlines are
very generic
and don’t
perform as
well.
#brightonSEO

49. Fulfill Google’s
desire for unique
headlines and
not sacrifice ad
quality by taking
the time to think
of your own
unique copy.
#brightonSEO

50. LONG TERM RSA
OPTIMIZATIONS
#brightonSEO

51. #1: Discount vs Non Discount
Date Range: 01/01/22 - 04/30/22
RSAs ran within a single Search
campaign. Targeting prospects
interested in high-end furniture.
#brightonSEO

52. #1: Discount vs Non Discount
As campaign settings were
adjusted for various optimizations
both RSAs received the same
adjustments.
#brightonSEO

53. #1: Discount vs Non Discount
Metric No Discount Discount
Discount 0% 17%
CTR 3.6% 4.1%
CPC $2.23 $1.88
ROAS 0.47 5.54
#brightonSEO

54. The RSA that offered a discount had a
much better CTR, CPC, and return on
ad spend (ROAS).
When a discount was offered the
ROAS was twelve times higher.
#1: Discount vs Non Discount
#brightonSEO

55. #1: Discount vs Non Discount
Metric No Discount Discount
Discount 0% 17%
CTR 3.6% 4.1%
CPC $2.23 $1.88
ROAS 0.47 5.54
#brightonSEO

56. Discounts can cheapen a brand and train
customers to wait until a discount is
offered. Well timed discounts are key.
#1: Discount vs Non Discount
#brightonSEO

57. Responsive ads
don’t provide much
data into which
headlines and
description text are
the top performers.
#2: PAST COMBINATION IMPRESSIONS
#brightonSEO

58. When optimizing for
conversions Google
shows ad variations
with the best chance
of driving
conversions.
#2: PAST COMBINATION IMPRESSIONS
#brightonSEO

59. As a result,
those ads will
have the most
impressions in
order to drive
conversions.
#2: PAST COMBINATION IMPRESSIONS
#brightonSEO

60. After you’ve identified which ad
combinations are the top performers, you
can develop new ads to further expand
on what’s converting prospects.
#2: PAST COMBINATION IMPRESSIONS
#brightonSEO

61. CONCLUSION
#brightonSEO

62. Smoothly transition from
using ETAs to RSAs
#brightonSEO

63. Understand the characteristics
of a top performing RSA
#brightonSEO

64. Tactics to optimize RSAs over the long
term within your own ad account.
#brightonSEO

65. RELATED RESOURCES
#brightonSEO

66. Looking for help to
implement these tactics?
Feel free to reach out:
(503)212-0827
bthomas@twibiagency.com
CALL AD
RESOURCES
#brightonSEO

67. For additional info on Google Ads’
strategies and tactics, stop by our blog:
https://www.twibiagency.com/blog/
CALL AD
RESOURCES
#brightonSEO

68. THANK YOU
68