Question

Since replacing Expanded Text Ads with Responsive Search Ads (RSAs), my CTR dropped significantly. Google is serving the RSA variations with the lowest performing headlines. How do I fix performance without reverting to ETAs?

Answer 1

RSAs offer flexibility, but they can underperform if left fully automated. Here's how to regain control and improve CTR:

Fixes to Improve RSA Performance:

• Pin High-Performing Headlines
  Pin your best CTR headlines to Position 1 or 2. This ensures top placements go to proven messages, reducing poor auto-generated combos.

• Use Strong Performing ETA Copy
  Take headlines/descriptions from your top ETAs and reuse them in RSAs, pinned if needed. Treat RSAs like structured ETAs with flexibility.

• Limit Headlines Temporarily
  Instead of adding 15 headlines, test with 4–6 strong ones. Fewer variations = less risk of bad combinations.

• Create Multiple RSAs per Ad Group
  Use 2–3 RSAs with different themes (value-focused, product-focused, CTA-driven) rather than one all-in-one RSA.

• Monitor Asset Performance
  Check asset labels (e.g., “Low”, “Best”) and remove or replace poor-performing headlines/descriptions.

Avoid This:

• Don’t fully rely on Google to mix and match creatively.

• Don’t use vague or duplicate headlines — they dilute relevance.

To fix CTR drops in RSAs, treat them like guided ETAs — pin proven assets, use fewer but stronger headlines, and optimize based on asset performance data. This gives you control without needing to revert to ETAs.