Google Search is evolving with AI to better adapt to user needs in real-time—but are your ads keeping up? As search behaviour shifts, advertisers must embrace dynamic AI-driven optimisation and asset flexibility to create high-performing ads.
To maximise the impact of the assets you’ve invested in, Google recently introduced AI-powered updates to Search campaigns and creatives—allowing AI to test, optimise, and serve the most effective ad combinations in real time.
Shedding light on the latest update, Google wrote in its blog, “Responsive search ads (RSAs) allow you to use the power of Google AI to find the best combination of headlines, descriptions, and other assets to deliver the most relevant ads to your customers while meeting your performance goals.”
Unlocking the Power of Responsive Search Ads (RSAs)
Responsive search ads (RSAs) use Google AI to dynamically test and optimise different combinations of headlines, descriptions, and assets. This ensures the most relevant message reaches your audience, improving both engagement and conversion rates.
Google highlights the impact of RSAs: “RSAs allow you to use the power of Google AI to find the best combination of headlines, descriptions, and other assets to deliver the most relevant ads to your customers while meeting your performance goals.”
Expanding Asset Flexibility for Better Results
Last year, Google updated RSAs to allow a single headline when predicted to improve performance. This also made headlines eligible to appear at the start of description lines. Google’s data shows that different content combinations resonate differently depending on the user and search query.
What’s Next: New Enhancements For Greater AI-Powered Optimisation
To deliver the right message in the right format, Google is giving AI more flexibility to:
- Optimise headlines, descriptions, and assets dynamically
- Serve creative elements in different formats to improve engagement
- Suppress certain content (e.g., descriptions) when it enhances performance
The goal: A fully adaptable ad experience where every impression delivers the most effective message for the user and your business.
Smarter Use of Headlines
- Advertisers invest time in crafting up to 15 different headlines, but only 3 appear in a single RSA.
- What’s new? Now, unused headlines can be placed in spaces previously reserved for sitelinks—if AI predicts better performance.
- These headlines act as secondary links, directing users to the final ad destination while increasing visibility for top-performing content.
Why This Matters
- More Visibility: Unused but relevant headlines can now be surfaced elsewhere in your ad.
- Higher Engagement: Google’s testing shows this approach increases user interaction with text ads.
- Maintaining Control & Relevance: Pinned assets will continue to appear in their designated positions for more consistency in your key messaging.
What Stays The Same
- Your pinned headlines and descriptions (e.g., H1, H2, D1) will always appear in their designated spots.
- Assets will continue to be optimised for relevance to keywords and user intent.
- You can track how your assets are assembled through the combinations report, including insights on headlines appearing in sitelink format.
Rolling Out Globally
These updates are now available in all languages, ensuring advertisers worldwide can make the most of their assets while delivering a more relevant search experience.
What’s next? Continue following RSA best practices to optimise your ads, and take full advantage of these AI-powered enhancements to drive better results.
Are you ready to let AI take your Search ads to the next level?
Need a fresh perspective? Let’s talk.
At 360 OM, we specialise in helping businesses take their marketing efforts to the next level. Our team stays on top of industry trends, uses data-informed decisions to maximise your ROI, and provides full transparency through comprehensive reports.
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