Google confirmed that, Responsive Search Ads (RSAs) will officially become the new default ad type for search campaigns in Google ads, although traditional expanded text ads (ETAs) can still be created if needed. This announcement seems another step toward automated Google Ads powered by machine-learning.
Google gave a hint on this update in the last year (August, 2020), when a Google spokesperson confirmed Google’s experiment of removing ‘Text ad’ creation option from search campaigns in the Google Ads interface. “We’re always testing new ways to improve our experience for our advertisers and users, but don’t have anything specific to announce right now,” the spokesperson told in a statement.
RSAs allow advertisers to enter up to 15 ad headlines and up to 4 ad descriptions, then machine learning determine which combination to use that could perform best based on what queries users are searching for.
“Using machine learning, responsive search ads automatically identify the best combination of headlines and descriptions to deliver the right ad to the right person. In fact, we’ve seen advertisers that add responsive search ads in their ad groups achieve up to 10% more clicks and conversions.”
When the RSAs will become the default ad type
Starting from February 18, 2021 (Friday), Responsive Search Ads (RSAs) will become the new default ad type for search campaigns.