Google Ads are constantly evolving and staying on top of all its features can often feel overwhelming. One of its most valuable tools is Responsive Search Ads (RSA) — a format designed to adapt dynamically according to a user’s searches. However, alongside the versatility this ad type brings comes a small caveat — the RSA limit.
This post will take a deep dive into what Responsive Search Ads are, how many are allowed per ad group and how to utilise them effectively.
What Is a Responsive Search Ad?
Simply put RSAs are a type of ad format where you provide multiple headlines and description variations. Google’s AI system then mixes these elements to create combinations that are tailored to a user’s specific search intent. This results in an ad that feels extremely relevant and is more likely to drive clicks.
The benefit of this ad type is that instead of needing to create various Google ads campaigns manually, you let the algorithm do the heavy lifting for you. You can provide up to 15 headlines and 4 descriptions with each RSA. This unique ad type offers endless customisation possibilities, making it an excellent choice to consider.
How Many RSA's Per Ad Group Is Allowed?
The amount of enabled responsive search ads per ad group that Google allows is three. While three does not seem like a lot, when you look at everything objectively it does start to make sense. With Google limiting the number of RSAs you are allowed to use, they encourage advertisers to instead focus on quality rather than quantity.
In addition to this, the RSA limit also ensures that the AI has enough data to optimise the performance effectively. This approach streamlines the ad testing process and allows Google’s algorithms to identify the most effective ad combinations as well as display more relevant messages.
How to Maximize Results with Limited RSA's
Here is a quick look at some tips to ensure you get the most out of your Responsive Search Ads:
1. Quality Over Quantity
With only three slots available, every RSA needs to pack a punch. So, in other words, make them count. Try to avoid unnecessary redundancy and ensure each RSA is unique. Continuously test different variables. For example, one responsive search ad could highlight different products and their features whereas another one might focus on customer benefits.
2. Use Google’s Ad Strength Indicator
Google gives each RSA an “Ad Strength” score to show how well it’s optimized. To achieve an “Excellent” rating, include a variety of unique headlines, relevant keywords and make sure both your headlines and descriptions work seamlessly together. With a holistic approach, you can craft your RSAs to perform well without sacrificing quality.
3. Test and Adjust
Even with the convenience of Google automation, RSAs still require fine-tuning. Monitor the performance and tweak underperforming elements where needed. For example: If a headline does not generate clicks, try swapping it out for something more compelling.
4. Stay Aligned with Keywords
RSAs should align with the theme of your ad group. In other words, ensure that your headline and description echo the ad group’s intent. For instance, if your ad groups targets “affordable fitness gear,” make sure your headlines/descriptions showcase the same intent.
5. Pin Strategically
If there are certain elements you need to include such as the brand’s name or a legal disclaimer, use Google’s pinning feature. While this is a crucial feature you will want to use, don’t overdo it as too much pinning can reduce the variety Google can test.
Why the RSA Limit Is Not So Bad
At first glance, the three-RSA limit might feel restrictive, but there is method to Google’s madness. Here are 3 reasons why the limit makes sense:
Simplicity: Sticking to only three RSAs per ad group ensures your workload stays manageable and does not become overly complex.
Data-Driven Optimisation: Fewer RSAs mean more data per ad, which allows Google to optimise faster and more accurately.
More Focused Advertising: Limiting the number of RSAs encourages advertisers to refine their messaging rather than scatter their efforts across various ads.
Using RSA For Your Marketing Strategy
Responsive Search Ads have revolutionised how Google Ad campaigns are approached. Instead of seeing the limit as a component that can hold you back, think of it as a way to create more meaningful ad messages that resonate with your target audience. With only 3 spaces available, success depends heavily on making every ad count.
With a few best practices such as focusing on each ad’s quality, consistent fine-tuning and keeping your ads aligned with user intent, you can make the most of Responsive Search Ads despite the limit. If you are new to Google Ads and are looking for expert guidance, fill in the contact form below and let us help you achieve measurable results.