Ad and Asset Creation
Responsive search ads
A responsive search ad (RSA) holds up to 15 headlines (30 characters each) and 4 descriptions (90 characters each), plus two optional 15-character display URL paths. Google mixes assets to fit the query and device; you do not control the exact combination unless you pin an asset to a position, and pinning reduces available combinations and can lower Ad Strength.
Ad Strength is guidance about asset diversity and relevance; it is not a bidding signal in itself. Keep headlines distinct - benefit, feature, offer, call to action - include the keyword in a few headlines, and avoid repeating the same phrase.
Assets (formerly extensions) add information and can improve Ad Rank: sitelinks, callouts, structured snippets, call assets, image assets, promotion, price, and lead forms. They can be set at account, campaign, or ad group level and inherit downward. Automatically created assets may be generated from your landing page and can be disabled.
Common traps
- Character limits, especially headline 30 and description 90.
- Pinning everything, which defeats the purpose of an RSA.
- Treating Ad Strength as a ranking score.
- Trademark, unsubstantiated superlative, and personalization policy issues.
Rule of thumb: write 15 headlines that each stand alone, because any three may be shown together.
Worked example: 'Free Shipping on All Orders Today' is 33 characters and exceeds the headline limit; trim it to 'Free Shipping on All Orders' (26 characters).