• DE&I Commitment
  • Careers
  • SIGN IN
  • Book a Meeting
    Book a Meeting
  • Company
    Learn a little more about us, our values, and our team
    Our Values
    We don't just talk the talk; we live by our core values
    About Us
    Empowering brands to realize their potential with data, insights, and technology
    Leadership
    Meet our leadership team
    Secure Data Architecture
    Our promise of data security and privacy. We keep your data safe from publishers, competitors and bad actors
    Corporate Social Responsibility
    We are committed to making a positive impact on our communities and our planet
  • Platform
    Plan, manage, optimize, and measure your campaigns with our omnichannel platform
    Omnichannel Advertising
    A platform that connects all walled garden media for more effective campaigns
    Data Connectivity
    Make data-driven decisions as you plan and strategize
    Product Capabilities
    Take your campaigns to the next level by enhancing your platform capabilities
    See the industries we serve
    Learn how our customizable solutions can help with your unique needs
    Explore our partner integrations
    See the media, retailer, and data partners we work with
  • Case Studies
  • News and Events
    Check out recent announcements and see what we’re up to
    Newsroom
    Check out our recent media mentions and announcements
    Events
    Join us for our next conference or webinar
    Omnichannel platform launch
    Read the press release to see how we're helping marketers win the walled gardens
    Cannes Lions 2023
    Don't miss your chance to meet with Skai leadership in Cannes
  • Resources
    From new releases, to industry trends and best practices, Skai has you covered
    Marketer Insights
    Read the latest blog posts and thought leadership from Skai and other industry experts
    Skai Research
    Explore our studies, reports and whitepapers so you can keep up on the latest industry trends
    The State of Retail Media 2023
    Learn how industry experts are approaching retail media
    The Breakthrough
    The only resource hub built for marketers in the new era of omnichannel
Back to Blog

Use Skai to Master Microsoft Search Advertising’s Responsive Search Ads (RSAs)

Ronnie Lavi, Product Marketing Director @ Skai

April  28, 2022

Since paid search advertising began, one of the longstanding best practices has always been to include at least three to five ads in each ad group. The rationale behind this is that the more ads you give to the search engine, the more chances it will find one that performs very well and will more often serve that to users.

So, ideally, 3-5 is just the starting point. To truly maximize performance, search marketers should be rotating in more ads for the search engines to test.

But building and managing this many ads can be time-consuming and complex! For example, if you have 50 campaigns with ten ad groups each, 500 ads need to be created just for 1 ad per group. To reach the best practice of 3 to 5 per group means 1500 to 2500 ads need to be written! And that doesn’t include all of the uploading, launching, and updating that occurs throughout the year to manage all of these ads.

So, yes, handling paid search creative is one of the significant challenges of this channel. But, because paid search is such an essential part of every company’s advertising strategy, search marketers have spent countless hours over the last two decades writing new ads as a way to improve their campaign performance. 

Responsive Search Ads (RSAs) offer power, time savings, and performance

To help search marketers with ad creation, in September 2019, Microsoft Search Advertising released a new, creative ad format called responsive search ads—or just RSAs. With these ads, marketers don’t manually craft compelling search text ads but rather provide 15 headlines and four lines of descriptions. Using these, Microsoft Search Advertising optimizes the ad copy to create the most effective ads for potential customers.

If 3-5 ads per ad group is a best practice, then it’s no wonder why search marketers have been rapidly adopting RSAs as a single set of headlines & descriptions that offer 43,680 unique ads! 

That’s a lot of options for Microsoft Search Advertising, and the chances of finding a truly valuable combination are very high. The best-performing ad combinations are automatically identified and reported to you, while the ineffective ads aren’t shown again. Adapting your ad’s content to match what potential customers are searching for can help to improve your campaign’s performance.

microsoft rsa

If you’re not sold yet, here are the advantages of RSAs over manual text ads (ETAs):

Increase efficiency. Providing multiple headlines and description options allows Microsoft ads to present the most relevant combinations to your users.

Expand your reach. Multiple headlines and descriptions options enable your ads to compete in more auctions and match more queries.

Optimized ads. Microsoft Search Advertising’s’ algorithms constantly test which combinations work best to drive clicks and conversions and optimize your ads in real-time.

Increase ad group performance. Attracting more clicks and conversions allows competing in more auctions and enhancing your ads’ performance.

Based on Microsoft Search Advertising’s internal research across multiple verticals, RSAs perform better than standard text ads (ETAs):

  • 11% higher conversion rate, 7% more conversions
  • 17% more clicks, 16% more impressions
  • 4% lower cost per acquisition (CPA)

Skai’s Responsive Search Ads support

Skai’s Paid Search solution can help you to drive performance, increase productivity, and stay sharp with campaign insights that enable data-driven decision-making:

Scale your activity with Campaign mirroring. For example, create the RSAs just once in Google and mirror RSAs onto Microsoft Search Advertising with the click of a button.

Gain full transparency with Auditing. See where RSAs are missing in your account so you can fill in the gaps.

Save time with Bulk creation and editing of RSAs. Create or edit hundreds of RSAs in bulk for Microsoft.

Explore and learn with Experiments. Test and measure your RSAs performance vs. your ETAs to ensure the best transition.

Make better decisions via Skai’s Reporting. View and analyze all your ads creatives in the analysis grid.

Make your MSA for RSA program successful with these tips

Microsoft Search Advertising provides these best practices for using responsive search ads:

  • Create responsive search ads in existing ad groups. We recommend having 2-3 text ads and one responsive text ad in an ad group for optimal performance. Please note that there is a limit of 3 enabled responsive search ads per ad group.
  • Provide as many assets as possible. Aim to provide at least 8-10 distinct headlines that don’t contain similar phrases. Use a combination of short and long headlines to maximize space on any device. Create titles related to your keywords and use at least one brand title. Use a single dynamic keyword insertion.
  • Make content distinct. Avoid repetitive language and create distinct descriptions. Include additional product or service benefits and features, a clear call-to-action, and shipping and return information.
  • Avoid pinning headlines or descriptions, if possible. Pinning restricts the number of header or descriptions combinations to match a customer’s search.
  • Combine auto-bidding to optimize your target metrics. Leverage even more automation and computing power with RSA + auto-bidding. 

Microsoft Search Advertising + Skai search marketing solutions

Automation, performance, and efficiency once represented the entire advantage of premium search marketing software. Today, they’re the table stakes. Search marketers looking for true competitive advantage need the tools to achieve an unbiased, holistic optimization strategy. And that’s where Skai comes in.

A history of innovation in data, bidding, and measurement, combined with an independent, media-agnostic, and omnichannel position, sets search marketers up to stay in control while driving true business growth—at scale.

To learn more about Skai’s unique Microsoft Search Advertising options regarding managing Responsive Search Ads, reach out today to schedule a quick demo to see all of our cutting-edge features for yourself.

Related Posts

  • Responsive Search Ads Are the Present—and Future—of Paid Search Marketing
    Read More
  • A baby in a grass field with his hand up waving goodbye.
    Goodbye, Google Expanded Text Ads (ETAs); Hello, Responsive Search Ads (RSAs)
    Read More
  • multimedia ads
    With Skai’s One-Click Support, Microsoft Search Advertising’s Multimedia Ads Help Marketers Own the SERP
    Read More
  • The Skai 5: Five RSA Quick Tips As Search Marketers Get Ready for the Shift
    Read More
  • AI in Search Marketing; robot touching the magnifying glass button in the search bar.
    The Skai 5: Five Questions with Goodway Group's Lisa Little on the Future of AI in Search Marketing
    Read More
  • Microsoft Ads Multimedia Ads (Manage & Optimize Your Ads)
    Read More
  • Share on Facebook
  • Share on Twitter
  • Share on LinkedIn
  • Share via Email
  • Copy Link
    Copied!
Tags: Audience, Create, Microsoft, Omnichannel, Plan, Search, Target, xPAx

    Subscribe to Updates

    Media that matters.
    Marketing that works.
    © 2023 Kenshoo, Ltd. All Rights Reserved.
    Privacy Policy. Cookie Policy. Recruitment Privacy Policy.
    • Connected Strategy
      • Dynamic Marketing Mix
      • Budget Forecasting
      • Strategic Consulting
    • Connected Media
      • Overview
      • Retail Media
      • Paid Search
      • Paid Social
      • App Marketing
      • Auditing
      • Expert Services
    • Measurement
      • Incrementality
      • Experiments
      • Cross-Channel Attribution
    • Resources
      • Blog
      • Glossary
      • Case Studies
      • Training & Enablement
      • Developer Hub
      • The Breakthrough
    Privacy Preference

    We use cookies on our website. Some of them are essential, while others help us to improve this website and your experience.

    Privacy Preference

    Save All

    Save

    Accept Only Essential Cookies

    Manage Cookie Preferences

    Cookie Details Privacy Policy Imprint

    Privacy Preference

    Here you will find an overview of all cookies used. You can give your consent to whole categories or display further information and select certain cookies.

    Save All Save Accept Only Essential Cookies

    Back

    Privacy Preference

    Essential cookies enable basic functions and are necessary for the proper function of the website.

    Show Cookie Information Hide Cookie Information

    Name
    ProviderOwner of this website, Imprint
    PurposeSaves the visitors preferences selected in the Cookie Box of Borlabs Cookie.
    Host(s).skai.io, skai.io
    Cookie Nameborlabs-cookie
    Cookie Expiry1 Year
    Name
    ProviderOwner of this website
    PurposeThis cookie stores selections made by the user in the Accessibe tool in order to maintain those settings on future visits. These cookies help us make our website compliant with our obligations under US law.
    Privacy Policy https://accessibe.com/privacy-policy
    Cookie NameacsbState, acsbReset
    Cookie Expiryn/a
    Name
    ProviderOwner of this website
    Host(s)skai.io
    Cookie Namewordpress_sec_,wordpress_test_cookie,wp-postpass_*, wordpresspass_*, wordpressuser_*
    Cookie ExpirySession / 1 Year

    We use these cookies to enhance functionality and allow for personalisation, such as live chats, videos and the use of social media.

    Show Cookie Information Hide Cookie Information

    Accept
    Name
    ProviderOwner of this website
    Host(s).chilipiper.com, skai.chilipiper.com
    Cookie Namefs_uid, CHILI_PIPER_CLUSTER, guest-session, _sp_ses*, _sp_id*
    Cookie ExpirySession / 2 Years
    Accept
    Name
    ProviderOwner of this website
    Host(s).comeet.co, www.comeet.co
    Cookie Namevisid_incap_, nlbi_#######, incap_ses_, referrer22_00a, incap_ses_1364_2167377
    Cookie ExpirySession / 1 Year
    Accept
    Name
    ProviderOwner of this website
    Host(s)skai.io
    Cookie NamemoduleFormPardotDownload
    Cookie Expiry30 days

    Statistics cookies collect information anonymously. This information helps us to understand how our visitors use our website.

    Show Cookie Information Hide Cookie Information

    Accept
    Name
    ProviderGoogle Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
    PurposeCookie by Google used for website analytics. Generates statistical data on how the visitor uses the website.
    Privacy Policy https://policies.google.com/privacy?hl=en
    Cookie Name_ga, _ga_*, _gat,_gat_*,_gid, GOOGLE_ABUSE_EXEMPTION, AEC, __Secure-ENID, SOCS, CONSENT
    Cookie ExpirySession / 2 Years
    Accept
    Name
    ProviderHotjar Ltd., Dragonara Business Centre, 5th Floor, Dragonara Road, Paceville St Julian's STJ 3141 Malta
    PurposeHotjar is an user behavior analytic tool by Hotjar Ltd.. We use Hotjar to understand how users interact with our website.
    Privacy Policy https://www.hotjar.com/legal/policies/privacy/
    Host(s)*.hotjar.com
    Cookie Name_hjClosedSurveyInvites, _hjDonePolls, _hjMinimizedPolls, _hjDoneTestersWidgets, _hjIncludedInSample, _hjShownFeedbackMessage, _hjid, _hjRecordingLastActivity, hjTLDTest, _hjUserAttributesHash, _hjCachedUserAttributes, _hjLocalStorageTest, _hjptid, _hjSessionUser_2229986, _hjIncludedInPageviewSample, _hjIncludedInSessionSample, _hjAbsoluteSessionInProgress, _hjFirstSeen
    Cookie ExpirySession / 1 Year

    Marketing cookies are used by third-party advertisers or publishers to display personalized ads. They do this by tracking visitors across websites.

    Show Cookie Information Hide Cookie Information

    Accept
    Name
    ProviderLinkedin
    Cookie Namelidc, li_gc, lang, AnalyticsSyncHistory, UserMatchHistory, li_sugr, bcookie, TDCPM, TDID, bscookie, ln_or
    Cookie ExpirySession / 1 Year
    Accept
    Name
    ProviderSkai
    Cookie Nameken_gclid
    Accept
    Name
    Provider6sense
    Cookie Name_gd_session, _an_uid, _gd_visitor, _gd_svisitor, 6suuid
    Cookie ExpirySession / 400 Days
    Accept
    Name
    ProviderPardot
    PurposeCookie name associated with services from marketing automation and lead generation platform Pardot. The visitor value is the visitor_id in your Pardot account. This cookie is set for visitors by the Pardot tracking code.
    Host(s).pardot.com, pi.pardot.com, skai.io
    Cookie Namepardot, visitor_id*, lpv*
    Cookie ExpirySession / 10 Years
    Accept
    Name
    ProviderGoogle Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
    PurposeCookie by Google used for conversion tracking of Google Ads.
    Privacy Policy https://policies.google.com/privacy?hl=en
    Cookie NameIDE, 1P_JAR, NID, _gcl_au, OTZ, test_cookie
    Cookie ExpirySession / 400 Days
    Accept
    Name
    ProviderOwner of this website
    Cookie NamePHPSESSID, sid, okto-autoposter-XXX, oktgid, oktsid, oktlogid-XXX, oktolead-XXX-Email, oktolead-XXX-Company, oktolead-XXX-FirstName, oktolead-XXX-LastName, oktolead-XXX-Phone, oktolead-XXX-Country, oktolead-XXX-Url, oktolead-XXX-State, oktolead-XXX-Comment, optout
    Cookie ExpirySession / 2 Years
    Accept
    Name
    ProviderMeta Platforms Ireland Limited, 4 Grand Canal Square, Dublin 2, Ireland
    PurposeCookie by Facebook used for website analytics, ad targeting, and ad measurement.
    Privacy Policy https://www.facebook.com/policies/cookies
    Cookie Name_fbp,act,c_user,datr,fr,tr,m_pixel_ration,pl,presence,sb,spin,wd,xs
    Cookie ExpirySession / 1 Year

    Content from video platforms and social media platforms is blocked by default. If External Media cookies are accepted, access to those contents no longer requires manual consent.

    Show Cookie Information Hide Cookie Information

    Accept
    Name
    ProviderWistia
    Host(s).wistia.com
    Cookie Namecb_anonymous_id, _sp_ses.2b40, _li_dcdm_c, __hssrc, _gcl_au, _clsk, hubspotutk, _sp_id.2b40, __hssc, __hstc, _uetsid, _uetvid, _gid, _ga, _ga_GQR109DZ3Y, _lc2, fpi, _ex-pricing-cta, _fbp, cb_group_id, cb_user_id, _clck
    Cookie ExpirySession / 400 Days
    Accept
    Name
    ProviderMeta Platforms Ireland Limited, 4 Grand Canal Square, Dublin 2, Ireland
    PurposeUsed to unblock Instagram content.
    Privacy Policy https://www.instagram.com/legal/privacy/
    Host(s).instagram.com
    Cookie Namepigeon_state
    Cookie ExpirySession
    Accept
    Name
    ProviderOpenstreetmap Foundation, St John’s Innovation Centre, Cowley Road, Cambridge CB4 0WS, United Kingdom
    PurposeUsed to unblock OpenStreetMap content.
    Privacy Policy https://wiki.osmfoundation.org/wiki/Privacy_Policy
    Host(s).openstreetmap.org
    Cookie Name_osm_location, _osm_session, _osm_totp_token, _osm_welcome, _pk_id., _pk_ref., _pk_ses., qos_token
    Cookie Expiry1-10 Years
    Accept
    Name
    ProviderTwitter International Company, One Cumberland Place, Fenian Street, Dublin 2, D02 AX07, Ireland
    PurposeUsed to unblock Twitter content.
    Privacy Policy https://twitter.com/privacy
    Host(s).twimg.com, .twitter.com
    Cookie Name__widgetsettings, local_storage_support_test
    Cookie ExpiryUnlimited
    Accept
    Name
    ProviderVimeo Inc., 555 West 18th Street, New York, New York 10011, USA
    PurposeUsed to unblock Vimeo content.
    Privacy Policy https://vimeo.com/privacy
    Host(s)player.vimeo.com
    Cookie Namevuid
    Cookie Expiry2 Years
    Accept
    Name
    ProviderGoogle Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
    PurposeUsed to unblock YouTube content.
    Privacy Policy https://policies.google.com/privacy?hl=en&gl=en
    Host(s)google.com
    Cookie NameCONSENT
    Cookie Expiry6 Month

    Borlabs Cookie powered by Borlabs Cookie

    Privacy Policy Imprint