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Microsoft Now Enables RSAs to Advertisers

Microsoft Advertising globally opened responsive search ads, allowing all advertisers to start testing responsive search ads in their Microsoft Advertising accounts.

Responsive search ads (RSA) were initially introduced by Google last year. The system serves up a combination of headlines and descriptions provided by the advertiser.

 What Are Responsive Search Ads?

During the open beta, advertisers can input up to 15 headlines and four lines of descriptions in each through the web interface, Editor, the bulk API, or existing RSAs from Google Ads campaigns.

Microsoft Responsive Search Ads

Source: Microsoft

Microsoft suggests using 8 to 10 headlines that do not include similar phrases, along with different descriptions. Since the combinations can serve in any other way, headlines and descriptions must work together in various orders.

The best performing ad combination are identified and reported to the advertiser, while the underperforming ads do not serve up again. The combination can contain up to three titles and two descriptions.

An ad strength gauge appears in the RSA editing window as a rough indicator of RSA performance.

One responsive search ad can generate more than 32,000 ad combinations, and marketers can adapt the text ads to closely match what someone is searching for when they search for it.

How to Get the Best Out Of RSAs

  • “Create responsive search ads in the same campaigns with your current expanded text ads to avoid impression and click loss when testing effectiveness of responsive search ads,” says Microsoft.
  • The more headlines and descriptions provided, the higher the probability of the ad being more relevant.
  • Microsoft recommends pinning positions 1 and 2 for headlines and position 1 for description if order is your concern.
  • The company also encourages using and regularly reviewing the RSA performance widget to understand how responsive the search ads perform.

Google and now Microsoft both enabling RSAs is expected to make machine-learning powered format the new standard. RSAs seem to be the direction that text ads and ad testing will continue heading, with the ad systems actively determining creatives at the time of auction and adjusting based on historical performance.