Responsive Search Ads on Google starting in 2022

From 2022: Only Responsive Search Ads on Google
Market leader Google relies on maximum flexibility in SEA. This is one reason why, starting in 2022, only Responsive Search Ads can be used as the ad format in search campaigns. But what does this mean for advertisers in online marketing? When exactly does the new regulation take effect and what advantages do Responsive Search Ads offer? Our search engine marketing agency experts have the answers for you.

What are Responsive Search Ads?
Within the scope of SEA search engine marketing, advertisers could previously use either self-customized responsive search ads (Responsive Search Ads, RSA) or expanded text ads (Google Expanded Text Ads, ETA).

Responsive Search Ads give advertisers on Google the opportunity to provide different ad titles and descriptions. Google compiles combinations from these and displays them in a results-oriented manner.

Currently, you can enter 3-15 titles (with up to 30 characters) and 2-4 descriptions (with up to 90 characters). Google automatically provides users with search ads in an optimized configuration based on the search terms.

When do the changes take effect and what are their impacts?
The changes in online marketing take effect from June 30, 2022. From this date, only Responsive Search Ads will be displayed on Google. Google recommends that advertisers switch to responsive search ads in time and familiarize themselves with the topic via the help pages. In their corporate tips, Google points out that advertisers should use one responsive search ad per ad group with an ad effectiveness rating of at least “Good” or “Very Good.” A maximum of three responsive search ads per ad group is allowed.

Existing expanded text ads will also continue to be shared. However, they can no longer be created or edited. Tracking existing ads will still be possible.

Marketers also have the option of generating call ads (ads that allow potential customers to call your company after clicking on the ad) and dynamic search ads (which use content from your website to place ads).

What advantages do RSAs offer in SEA search engine marketing?
Due to the fact that Responsive Search Ads are based on so-called machine learning (algorithms using artificial intelligence (AI)), highly differentiated search queries are possible. Responsive search ads thus provide users with a very tailored result.

This gives advertisers the opportunity to achieve high conversion rates with just a few ads. Google explains that responsive search ads generate around 7% more conversions at almost the same cost as expanded text ads.

But how are good ads created? Google provides a detailed guide for creating and editing Responsive Search Ads online. Also interesting in this context are Google ad customizers, which automatically optimize text in search ads in real time.

Advantages at a glance:

• Time savings: Only headlines and text lines need to be created; the output of combinations happens automatically.
• Compatibility: Ads can be easily and optimally created to fit the screen width of the user’s device.
• Adjustment: Ad content can be targeted to the user's location, usual location, or regions.
• Reach: More users are reached because ads are combined and shown more frequently in search queries.
• Performance: More clicks and conversions are achieved, thereby optimizing the performance of the ads.

Use Responsive Search Ads Strategically
After creating a responsive search ad, the Google algorithm ensures that the best variants are shown to users.

This allows you to increase not only the click-through rate and relevance of your ads in the medium to long term, but also the quality score of the promoted keywords. Additionally, the ads adapt to the users’ devices and endpoints.

Good reasons to use RSA in your company. Talk to us about the versatile options that SEA – Search Engine Advertising – offers. Our search engine marketing agency supports you in implementing your campaigns. We plan the right strategy for you, take care of creation and adjustments, and ensure individual optimizations – for the best results.