We all know that responsive search ads (RSAs) are the hot new ad type, but how will they fit into the grand scheme of digital advertising? What is the best course of action to implement them in your existing paid search strategies? We’ve observed some mixed reviews about the new ad type – have you found success with them? Join Hanapin’s Matt Umbro and Directive Consulting’s Garrett Mehrguth as they engage in an honest discussion about responsive search ads, walking through all the pros and cons and advice around using the new ad type in your campaigns.

1. 1
www.dublindesign.com
Responsive Search Ads:
Why We Love/Hate Them
HOSTED BY:

2. Presenters
Matt Umbro
– Associate Director of
Search at Hanapin Marketing
– PPC Hero Blogger
– @Matt_Umbro
Garrett Mehrguth
– President and CEO
at Directive
Consulting
– @gmehrguth
Brady Cramm
– Director of
Advertisement/
PPC at Directive
Consulting
– @DirectiveAgency

3. Who is Hanapin?
The Digital Marketing Agency of Experts
that increases market share for
businesses with multiple brands,
regions, products, and/or service lines.
www.hanapinmarketing.com/complex-businesses
Hanapin also produces PPC Hero and Hero Conf

4. Our Clients Include….

6. Join the Conversation
Include the hashtag #thinkppc in
your Twitter tweets.
Or use the webinar question box
to send us questions.

7. Live Poll Question #1
How long have you been in PPC?
#thinkppc
A. 0-1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

8. What Are Responsive Search Ads?
A new ad type which allows advertisers to test
up to 15 unique headlines and 4 unique
descriptions within 1 ad. These assets can be
shown in any order.
RSAs represent the next iteration of ad
testing.

9. What Are Responsive Search Ads?

10. What Are Responsive Search Ads?

11. What Are Responsive Search Ads?

12. What Are Responsive Search Ads?
Make sure you aren’t setting up
pins on every ad. You’ll want to
test how various combinations
work.

13. What Are Responsive Search Ads?

14. What Are Responsive Search Ads?
● Up to 3 headlines and 2 description lines
can show at one time
● Description lines can be up to 90
characters
● Does not impact final and display URLs
● Headlines should be distinct
● Must also have regular ads in ad group
● Cannot use ad customizers

15. Are They a Game Changer?
RSA in the wild
Creative
expanded ad
Classic ad

16. Are They a Game Changer?
Early testing is
not showing
this as a game
changer.

17. Are They a Game Changer?
Show me the deets!
No insights on
winning headline
combos means no
learning :(

18. Responsive Search Ads
What We Love & Hate

19. Responsive Search Ads
Built-In Ad Testing
Lack of Reporting

20. Responsive Search Ads

21. Responsive Search Ads
More Ad Real Estate
Less Relevant
Landing Page
Messaging

22. Responsive Search Ads

23. Responsive Search Ads
The Future of Search Ads?

24. Offers!
A. I’d like a custom proposal from Directive
Consulting
B. I’d like an emailed copy of Hanapin’s PPC
Playbook for Companies with Multiple Brands
C. I’d like both
D. No, thanks.

25. Live Q&A Time!

26. Thank you for attending our webinar!
#thinkppc
Contact Hanapin Directly: marketing@hanapinmarketing.com
Contact Directive Consulting Directly: gmehrguth@directiveconsulting.com
Hanapin Marketing | The Agency Behind PPC Hero and Hero Conf
Thank you!