Microsoft has been running Responsive Search Ads (RSAs) for several months in open beta.
After seeing good results, the company is giving all of its advertisers in all markets to set up their own RSAs through their Microsoft Advertising accounts.
What this means, RSAs are available via the web UI, Editor and Microsoft Advertising API, the company announced Monday.
Advertisers can also import their own RSAs they've previously set up in Google Ads.
To create RSA, Microsoft has provided an editing pane in the Microsoft Advertising Editor, with fields where advertisers can enter multiple headlines and descriptions. After saving their set up, Microsoft can automatically serve headline/description combinations that it predict can yield the best click-through rates.
Otherwise, advertisers can choose to pin headlines and descriptions if they have specific content to always show.
According to Microsoft on its help page, Responsive Search Ads "make creating ads easier by eliminating the need to figure out which headlines and descriptions work well together."
Advertisers can provide several headlines and description, and leave Microsoft do the mix and match for the most optimal combinations to create effective ads for potential customers.
In other words, RSAs make creating and testing ads easier by automating the creation of ad.
To do this, Microsoft analyzes ad performance to determine which of the advertisers' ads perform best. The combinations are then automatically identified and reported to the advertisers, while the ineffective ads won't be shown again.
Microsoft recommends that advertisers use 2-3 Expanded Text Ads and at least 1 RSA, limit ad groups to 5 or less, and provide as many assets as possible. Advertisers are also advised to create at least 8-10 headlines, and use a combination of short and long headlines to allow for maximum utilization of space on any device.
In the titles, advertisers at least should create 2-3 that are closely related to their keywords.
For best results, advertisers should at least use 1 brand title, and make their content as distinct as possible, all by utilizing different length to maximize space.
The key here is that, the more assets advertisers give Microsoft to analyze, the more combination possibilities Microsoft's algorithms can offer.
And for last, advertisers should not create repetitive titles and descriptions.
Responsive Search Ads have been known to be around for quite a long time. While adoption increases as advertisers realize the benefits of automation, enthusiasm has not been so great, considering that RSAs are a departure from the traditional ETAs (Expanded Text Ads) in terms of control and analysis.
This is why, according to Microsoft, it’s important to understand the impact of RSAs. Microsoft said that there are several ways to evaluate their performance.
For example, RSAs increase performance in the ad group overall (including ETAs). Advertisers need to measure metrics at the ad group level, 1 week before and 2 weeks after the addition of RSAs.
Microsoft also mentioned that samples that are too small won't be reliable. Ideally, each ad should have at least 1,000 impressions.