Download the Boost Media RSA Fact Sheet [Here]

What’s Changing? 

This new AdWords ad format, currently in beta, offers up to 15 headlines and 4 description lines. Dynamically combining up to 3 headlines and 2 descriptions in any given ad auction, while occupying twice as much real estate for advertiser’s search ads.

 

RSA Headlines

RSA mobile snapshot

  • RSA’s maintain the current 30 character limit per headline
  • Displays up to three headlines instead of two
    • Raising character real estate from 60 to 90
    • Two headlines will always show
  • Ability to write up to 15 headlines per ad group
    • AdWords will rotate headlines and test different combinations
  • AdWords recommends providing at least 5 distinct headlines

 

RSA Descriptions

  • Character allowance for RSA description lines are increased from 80 to 90 characters
  • Up to two description lines may display
  • One description line will always show
  • Advertisers can write up to 4 description lines
  • AdWords recommends providing at least 3 distinct descriptions

 

RSA Display Paths

  • No change from current ETA implementation

 

RSA Final URLs

  • No change from current ETA implementation

 

Pinning – Control Where Text Displays

  • Headlines or descriptions pinned to headline position 1, headline position 2, and description position 1 will always show
    • A description pinned to position 1 must also be less than 80 characters long for it to be guaranteed to show
  • Assets pinned to headline position 3 or description position 2 are not guaranteed to show
  • Pinning assets will limit automatic combination
  • If multiple headlines or description lines are pinned to the same position, AdWords will rotate and optimize which are displayed
  • If no pins are used, all headlines and description lines will be rotated and various combinations used
  • If all headlines and/or description lines have a corresponding pin, unpinned headlines and description lines will not display

 


google-adwords-logo

AdWords Goals for RSA

  • By entering up to 15 headlines and 4 description lines, AdWords will be able to more closely match your ads to potential customers’ search queries.
  • Over time, AdWords will test a variety of headline and description line combinations in an effort to increase ad relevance and performance.