After the end of Expanded Text Ads (ETAs), PPC marketers now rely on Responsive Search Ads (RSAs) to generate business for their HVAC clients. With ETAs, they didn’t have many options. ETAs required manual intervention. However, RSAs allow them to automatically test a combination of multiple headlines and descriptions for success. To be precise, this is Google’s move toward an automated advertising future. If you hire a digital agency for your SEO and marketing needs, ensure they are familiar with RSAs, as this strategy can prove to be a game-changer for your company. Before this, let’s understand how these ads work and how to run them. This fundamental knowledge will enable you to gauge your agency’s strength. So, here it goes!
Responsive Search Ads
It is the default ad format for running campaigns on Google Search. In this type of PPC targeting for HVAC Services, three elements must be implemented correctly: providing the right URL, headlines, and descriptions. The ad should lead your customers to the proper landing page upon clicking. Therefore, the final URL must be correct. Search text ad will have a clickable area. It would contain headlines. The PPC marketer can add from 3 to 15 headlines there; however, these should not exceed 30 characters. According to experts, one can include 8 to 10 headlines in an RSA. As for descriptions, they appear as black text alongside the headlines. A marketer can add 2 to 4 descriptions, each with a maximum of 90 characters. Generally, adding two to three descriptions in an RSA is considered good.
Additionally, your RSA can also feature a display path. Some people confuse it with the final URL, but it’s an optional text area that informs users about the landing page. Again, a marketer can add up to two display paths, with a maximum of 15 characters in each.
Making the most out of your RSAs
Each ad group can contain up to three RSAs. A well-performing ad typically includes 15 headlines and four descriptions. However, it’s better to test ad copy or the landing page instead of using multiple RSAs. Then, some marketers don’t know whether they should pin their headlines or descriptions. Typically, experts recommend avoiding this tactic in most cases because it can hinder Google from experimenting with different combinations and force it to use the pinned positions. More precisely, randomly pinning assets may not be helpful. If you choose to do so, it should be to meet compliance requirements or address ambiguous queries.
At the same time, it’s beneficial if your digital agency team knows all the features of Google Ads. For example, they must be familiar with ad customizers. These can be used to make your HVAC service ads more appropriate for your users.
Responsive Search Ads can help grow your local business. RSAs can improve your ad’s rank and reach by targeting new search queries. It can also attract more impressions. A digital agency that understands all the features of Google Ads can be a good resource for you.
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