Adjust your KPIs for increased impressions

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. Let Google’s ad strength tool be your guide
In addition to providing your own common sense to the ad creation process, you can also leverage Google’s ad strength tool to gauge how well Google “thinks” your ad is. Simply select “edit” on any RSA in Google Ads and you will be able to see Google’s “rating” of your ad.

how to use responsive search ads to maximize ROI ad strength tool
The tool gauges strength based on several factors, including the number of jamaica phone number lead headlines and descriptions used, the variety of words used & keyword relevance. It will even provide suggested additions based on your other ad assets (extensions, standard ads, and more). While the tool isn’t necessarily the best judge of how persuasive a particular headline or description field might be, it can help get you thinking about new paths to take in your ad making.

Of course, the best gauge of how good your RSAs are is the outcome. If your responsive ads are successful in producing combinations that match with more queries and users than traditional ads, it’s likely that your ads will reach a wider audience and thus get more impressions than you’ve seen with a single standard ad.

When this happens, you (or your clients) may have to rethink certain KPIs, especially click-through-rates (CTR). For example, in my recent study comparing RSA and standard text ad performance, I found that RSAs had 283% more impressions per ad than the standard ads—they quite simply blew the number of ads out of the water when it came to reaching new people.