Google Ads responsive search ad settings

Last update: 2023-09-29
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Google Ads dynamically assembles responsive search ads (RSAs) with up to three headlines and two descriptions.

NOTE

Each ad group can include up to three enabled responsive search ads.

See the Google Ads help for ad limits per account.

Responsive Search Ad Details

Ad Titles: At least three, and up to fifteen, ad titles (headlines), with optional position pins. The ad network displays ads with up to three headlines; enter at least three. The maximum length for each title is 30 characters, including any dynamic
text (such as the values of keywords and ad customizers).

To insert an ad customizer, use the following formats, where Default text is an optional value to insert when your feed file doesn’t include a valid value:

  • Google Ads: {CUSTOMIZER.AdCustomizerName:Default text}, such as {CUSTOMIZER.Discount:10%}

  • Microsoft Advertising: {CUSTOMIZER.Attribute name:Default text}, such as {CUSTOMIZER.Discount:10%}

To pin a title to a specific position, select the pin option (such as “Pinned at position 1”). At least one title must be available for each position. If you pin multiple titles to the same position, then the final ad always includes one of those titles in the specified position. Titles pinned to position 3 may not be shown with the ad.

To add an additional title, click + Add.

Display Path 1, Display Path 2: (Optional) Text that’s added to the display URL that’s automatically extracted from the final URL. Each path is preceded in the URL by a forward slash (/). A path can’t contain forward slash (/) or newline (\n) characters. The maximum length for each path is 15 characters or 7 double-byte characters.

To insert an ad customizer, use the following formats, where Default text is an optional value to insert when your feed file doesn’t include a valid value:

  • Google Ads: {CUSTOMIZER.AdCustomizerName:Default text}, such as {CUSTOMIZER.Discount:10%}

  • Microsoft Advertising: {CUSTOMIZER.Attribute name:Default text}, such as {CUSTOMIZER.Discount:10%}

For example, if Display Path 1 is “deals” and Display Path 2 is “local,” then the display URL would be <display URL>/deals/local, such as www.example.com/deals/local.

Ad Descriptions: At least two, and up to four, ad descriptions, with optional position pins. The ad network displays ads with up to two descriptions; enter at least two. The maximum length for each description is 90 characters, including any dynamic text (such as the values of keywords and ad customizers).

To insert an ad customizer, use the following formats, where Default text is an optional value to insert when your feed file doesn’t include a valid value:

  • Google Ads: {CUSTOMIZER.AdCustomizerName:Default text}, such as {CUSTOMIZER.Discount:10%}

  • Microsoft Advertising: {CUSTOMIZER.Attribute name:Default text}, such as {CUSTOMIZER.Discount:10%}

To pin a description to a specific position, select the pin option (such as “Pinned at position 1”). At least one description must be available for each position. If you pin multiple descriptions to the same position, then the final ad always includes one of those descriptions in the specified position. Descriptions pinned to position 2 may not be shown with the ad.

To add an additional description, click + Add.

Status: The display status of the ad: Active (to enable bidding; the default), Paused (to disable bidding), or Deleted (to delete the ad; existing ads only).

Tracking URLs

Base URL: The landing page URL to which search engine users are taken when they click your ad. Include any parameters that determine the content of the page. Base URLs at the keyword level and sitelink level override those at the ad level.

Once you save the record, the base URL includes any append parameters that are configured for the campaign or account.

Tracking Template: (Optional) The tracking template or tracking URL, which specifies all off-landing domain redirects and tracking parameters and also embeds the final/landing page URL in a ValueTrack parameter. Example: {lpurl}?source={network}&id=5 or http://www.trackingservice.example.com/?url={lpurl}?source={network}&id=5 to include a redirect.

For Adobe Advertising conversion tracking, which is applied when the campaign settings include “EF Redirect” and “Auto Upload,” Search, Social, & Commerce automatically prefixes its own redirect and tracking code when you save the record.

  • For supported parameters to embed the final URL, see the Google Ads documentation for the supported ValueTrack formats. (Go to the “Tracking template only” parameters in the section on “Available ValueTrack Parameters.”)

  • You can optionally include URL parameters and any custom parameters defined for the campaign, separated by ampersands (&), such as {lpurl}?matchtype={matchtype}&device={device}.

  • You can optionally add third-party redirects and tracking.

NOTE
  • Avoid using macros, which aren’t substituted for clicks from sources that enable parallel tracking. If the advertiser must use macros, then the Adobe Account Team should work with Customer Support or the implementation team to add them.
  • The tracking template at the most granular level overrides the values at all higher levels. For example, if both the account settings and the keyword settings include a value, then the keyword value is applied.
  • If you update a tracking template at the ad, sitelink, or keyword level, then the relevant ads are resubmitted for review. You can update your tracking templates at the account, campaign, or ad group levels without resubmitting your ads for approval.

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