October 3, 2023
Responsive Search Ads are now the default ad type for Search campaigns in Google. But what does this mean for your Google Ads performance? Wondering which ad type is better for your digital marketing strategy? We’ve got you covered.
Reading Time - 8 min
As you probably already know, Responsive Search Ads (RSAs) have replaced Expanded Text Ads (ETAs) in Google Ads campaigns. While Google Ads will still serve your Expanded Text Ads, you’re no longer able to create new ads or edit existing ones.
This means that Responsive Search Ads are now the default ad type for Search campaigns in Google. But what does this mean for your Google Ads performance?
There’s no data to suggest that the performance of your Expanded Text Ads will drop, but without the ability to optimize existing ads or create new ones (for seasonal offers, new products, etc.), there’s a chance it might.
With this in mind, Google has been pushing advertisers to switch to Responsive Search Ads, claiming that the ones who do can achieve up to 10% more clicks and conversions.
But did you know that RSAs are not the only ad type that you can make use of in Google Ads?
Dynamic Search Ads (DSAs) are a beginner-friendly ad type that use your website content to target your ads, saving you time when creating your ad campaigns.
Wondering which ad type is better for your digital marketing strategy? We’ve got you covered.
This guide will explain everything you need to know about the differences between Dynamic Search Ads and Responsive Search Ads, the benefits of each ad type, and which one is right for your business.
Before we dive into the differences, let’s take a quick look at each ad type and how they work.
Dynamic Search Ads are a dynamic ad type, ideal for advertisers with multiple landing pages and/or products. Instead of manually creating individual ads for specific keywords, Dynamic Search Ads automatically generate ads based on the content of your website.
This means that when someone searches for terms related to your website's content, Google’s algorithm serves ads that match the user’s search queries.
For example, if a user searches for “eco-friendly running shoes” and this search is matched with a product page on your e-commerce website, the DSA will link to that page.
Setting up Dynamic Search Ads is generally simpler than traditional keyword targeting. You provide Google with the URL of your website, and their system takes care of the rest.
There are a number of benefits to this automated approach:
Now let’s see how Dynamic Search Ads compare to Responsive Search Ads.
Responsive Search Ads are a text ad format offered by Google Ads, designed to provide advertisers with greater flexibility and customization in their ad campaigns.
Unlike traditional text ads where advertisers create a single ad with a fixed headline and description, Responsive Search Ads allow advertisers to provide up to 15 headlines and up to four descriptions.
Google’s algorithm tests different combinations depending on the specific search queries, helping your ads become more relevant to what potential customers are looking for, which can lead to higher clicks and better campaign performance.
Even though advertisers have less control over ad combinations, Responsive Search Ads bring a number of advantages for digital marketers:
Here’s an at-a-glance look at the main differences between Dynamic Search Ad and Responsive Search Ads:
|Dynamic Search Ads||Responsive Search Ads|
|Provide 2 descriptions but no headlines.||Provide up to 15 headlines and up to 4 descriptions.|
|Google automatically generates headlines relevant to the user’s search terms based on your website content.||Google automatically generates ad combinations based on the headlines and descriptions you provide.|
|Displays ads that are relevant to your entire website or specific pages.||Displays ads based on the user’s search query and your ad copy.|
|Broadens your reach by covering search terms that you’re not already targeting in your keyword campaigns.||Broadens your reach by matching more search queries thanks to the different ad combinations.|
Dynamic Search Ads and Responsive Search Ads are both designed to streamline and optimize your search advertising campaigns. Deciding which one to choose depends on your advertising goals and the nature of your business. Let's explore when to use each ad type:
As Dynamic Search Ads are easy to set up and manage, they’re perfect if you’re just starting out with online advertising or don’t have the in-house expertise to launch a more hands-on campaign.
Here are some other reasons why you might use DSAs:
If you want a bit more control over your ads and would like to test the messaging, a Responsive Search Ads campaign is the way to go. Here’s why:
Luckily, it’s not either/or when it comes to choosing between Dynamic Search Ads and Responsive Search Ads.
Using both DSAs and RSAs together can provide a comprehensive approach to your Google Ads strategy. Experts recommend using RSAs as your “always-on” campaign as you can target specific keywords and optimization happens in real-time.
DSAs, on the other hand, can complement your RSAs campaign by helping to fill in any keyword gaps, which can grow your reach and drive additional traffic to your website.
As with any advertising strategy, it's important to continually monitor and optimize your campaigns based on performance data.
Channable provides the perfect platform for managing your Dynamic and Responsive Search Ads, enabling you to generate, test, and implement effective ads. Sign up for a free trial today.
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