People's online searches are constantly changing, and it's important for advertisers or marketers to keep up with those trends.

In recent times, changes in search trends have accelerated along with fluctuations due to the pandemic: 15% of all daily searches contain keywords that advertisers have never seen before. .

To ensure that brands stay relevant to what people are searching for, marketers in general need to find quick ways to optimize their search ads.

Responsive Search Ads (RSA) creates ads that are responsive and closely match what people are searching for at any time.

The system is supported by learning-powered technology that be automatically generates ads with customized messages at scale, then saving advertisers time and effort, and delivering more optimal results.

According to Google, advertisers who switch from expanded text ads (ETAs) to RSA while using the same assets find that on average they get 7% more conversions at a similar price per conversion (CPC).

However, in order to generate RSAs that can drive results, search engines first need a good amount of input content. There are 5 RSA best practices that you can refer to.

1. Write short and distinct headlines.

The system will optimize the combination of headline and description to provide new information in the ads. For each campaign, marketers can insert up to 15 headlines and 4 descriptions.

Short and memorable titles work much more effectively. Each subject line should highlight something new, give something new, or say something different.

Each subject line should also include key elements such as the brand name, product, relevant keywords, benefits received, and call to action (CTA).

A hypothetical example of a headline that combines different key elements to advertise a BrandXYZ smartphone brand is below.

2. Use at least 3 popular keywords in the title.

An ad's headline that includes search terms that people commonly use increases the visibility of your ad. The likelihood that people will click on it will also be higher.

Before you start creating headlines, use Google's search terms report or keyword insertion tool to pick out at least three popular search terms to include in your ad's headline.

An example you can refer to is the RSAs campaign developed by KFC Malaysia during the pandemic. The fast-food chain has seen a drastic drop in the number of dine-ins due to pandemic restrictions. But at the same time, the search volume for food delivery in Malaysia has spiked 16 times.

To capitalize on this new search trend, KFC ran a responsive search ad campaign to drive orders directly through its online delivery website.

The brand used Google's keyword insertion tool to identify popular food delivery search terms such as "food near me", "KFC delivery" and "KFC promotion" which they then used in their advertisements.

To enhance the effectiveness of the campaign, KFC Malaysia also used Google's ad strength calculator for RSA to ensure they are including the right keywords and optimize the strength of the ads.

Ms. Hanim Mazam, Senior Marketing Manager of KFC Malaysia said: “The ad strength calculator helped our team measure the quality of our ad copy and provide us with meaningful recommendations. We have improved the quality of our ads and increased orders by up to 40% thanks to this feature.”

3. Use a call to action.

Don't forget to encourage people to take action when they read your ad. Don't be afraid to use action-oriented words in your ad description or include call-to-action (CTA) phrases like “contact us today” or “book now.”

Ideally, CTA should be in sync with the user journey design and lead people to the products or services. Powerful CTAs serve as clear signposts for what people need to do right after reading your ad.

4. Highlight your USPs.

Attractive content such as “50% off” and “free installment” can effectively capture the attention of target groups, but it is important that you showcase your USPs product or service in your ad's headline or description.

Let’s highlight your product features and benefits to help people make faster and more informed purchasing decisions.

Using this approach, Mitsubishi's search advertising strategy has resulted in a 150% increase in test drive registrations and a 60% reduction in cost per conversion.

5. Fixed key elements to optimize visibility.

Although the system randomly selects headline and description combinations, advertisers can also pin headlines and descriptions to specific locations in search ads.

This allows key elements such as product name, price or distinct selling point to be clearly displayed right in the headline and description. Advertisers can also pin 2 or 3 descriptions to a slot and test which headline or description is performing best.

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