Since May 2018, Google’s Responsive Search Ads (RSAs) and Expanded Text Ads (ETAs) have co-existed, giving marketers more formats. There are speculations that RSAs have become the default and only ad format that you will use in the near future. This is the best time to start optimising RSAs to get a competitive edge. Here are three tactics marketers can use to enhance their effectiveness.
Use variation in the headline
Headline variants can allow marketers to use a broad set of keywords that enhance their reach. If you show more variations to Google, then the CTR spikes up because you can show the right ad to the targeted user at the right time. However, an increase in CTR doesn’t guarantee conversion rates in an ecommerce platform with mobile app.
Adding more headlines gives Google higher flexibility which can elevate total impressions per RSA due to enhanced flexibility to create the ideal ad for each situation. It is recommended to take full advantage of all the flexibility Google offers.
Analyse asset labels
Google Ads’ asset labels show which assets perform better and which needs to be replaced after the RSAs are served. Keep track of these two assets for two weeks, then replace underperforming ones.
Open your RSA and look at the various headlines and description lines. This label given by Google is based on actual performance.
Review combination reports
The combinations report shows marketers what ad combinations are served often. This provides marketers with insights into how Google’s optimisation algorithms are working and if any mistakes are made.
Take a closer look to ensure there are no crazy ad text combinations. Google could put it together and analyse if you have used multiple headlines. You can see the most shared ad combinations that Google serves.
The assets in such reports should be reviewed thoroughly to see how many impressions they are getting. If certain assets receive low impressions, consider replacing them. Also, try to use the best backend technology for mobile app.
Put smart bidding automation in place
Marketers should combine automation to prevent ads from showing to the wrong users. If you are bidding manually and showing RSAs to the low potential audience, then it’s a problem because your manual bids will not be handled.
If you combine smart bidding, Google will show the right ads that will help you yield better results. This tactic is further backed by search data. Using smart bidding and assets, marketers who switch from ETAs to RSAs are likely to see 20% more conversions.
A mix and match approach to bidding can help marketers get the most out of Google’s automation process. For thorough guidance, you can try contacting a reliable pwa app development company.
