Google has released a Responsive Search Ads guide to help marketers improve their campaign performance.

The new RSA guide includes Google’s advice and information on how:

• To write ads for maximum conversions.
• RSAs use Google AI to generate ad copy.
• To evaluate a campaign’s effectiveness.

Why we care. You may find this guide to be a helpful resource, especially if you’re newer to working with RSAs. It may give you a better understanding of how RSAs work and how to optimize for maximum performance and potentially increase conversions and ROI.

A comprehensive guide. Google’s new document contains seven sections:

• The challenge with delivering the right ads.
• Why responsive search ads
• How responsive search ads select combinations to generate Search ads
• Ad Strength: a feedback mechanism for creative content
• Tools to help create high quality assets
• Evaluate the effectiveness of responsive search ads
• AI-ready account structure: Smart Bidding, broad match, & responsive search ads

Google also provided five key takeaways to get the most out of RSAs:

What has Google said? A Google spokesperson said:

• “Our goal is to simplify the work it takes to create high-quality ads that achieve your business objectives at scale.”
• “To do this, we’re hard at work applying the newest AI-powered innovations across asset generation, customizing assets for relevance, and both simplifying and improving tools for managing ads.”

Deep dive. Read Google’s Responsive Search Ads guide (PDF) for more information.