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Google Responsive Search Ads Strategies and Templates

Published on: December 7 2022 by Paid Media Pros

Are you struggling to create effective search ads for your business? Google's Responsive Search Ads (RSA) may be the solution you need. RSA allows you to create multiple ad variations and automatically tests and optimizes them to improve performance. In this article, we will explore strategies and templates for creating successful RSA campaigns.


1. Utilize keywords: Use relevant keywords in your ad headlines and descriptions to improve visibility and attract potential customers.

2. Highlight benefits: Focus on the benefits of your product or service to appeal to customers and differentiate yourself from competitors.

3. Use dynamic text: Incorporate dynamic text, such as location or price, to create more personalized and relevant ads.

4. Test variations: Create multiple variations of your ads to test what works best and continuously optimize for better performance.


1. Branding template: Use your brand name in the headline and highlight key benefits of your product or service.

2. Feature template: Highlight a specific feature of your product or service and how it solves a customer problem.

3. Call-to-action template: Use strong calls-to-action in your headlines and descriptions to encourage customers to take action.

4. Special offer template: Create urgency with special offers or promotions to entice customers to make a purchase.

Incorporating RSA into your search ad strategy can lead to improved performance and increased conversions. By utilizing relevant keywords, highlighting benefits, using dynamic text, testing variations, and utilizing templates, you can create successful RSA campaigns. Remember to continuously monitor and optimize your ads for the best results.

Google Responsive Search Ads Strategies and Templates

As of July 2022, responsive search ads are now the only ad format that can be used for Google Ads search campaigns, as expanded text ads were retired on June 30th. With this change, advertisers have been seen using two different tactics: those who try to control every single component of the responsive search ad to effectively create expanded text ads, and those who think Google is taking over and throw some half-thought out components into a responsive search ad format and let it run. However, both of these approaches are not ideal. The best approach is to have a tactical strategy that leans into Google's machine learning while still strategizing and trying to control some aspects of the responsive search ads.

To do this, advertisers can employ a strategy of using different messaging categories in their headlines, such as brand, keywords, call to action, benefits, features, and social proof. Advertisers can create three headlines for each messaging category and then use ad templates to utilize these headlines in a responsive search ad. By doing this, advertisers can test different templates and messaging categories to see what works best for their brand.

It is important to note that while advertisers should try to control some aspects of their responsive search ads, they should also leverage Google's machine learning capabilities to create more dynamic and effective ads. By finding a balance between control and machine learning, advertisers can create better performing responsive search ads.

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