Writing headlines and descriptions
Understand the Structure First
Each Responsive Search Ad (RSA) in Google Ads allows you to enter:
- Up to 15 Headlines (30 characters max each)
- Up to 4 Descriptions (90 characters max each)
Google will automatically mix and match combinations to find what performs best — so each piece needs to stand strong on its own and complement the others.
Writing Headlines That Click
1. Include the Keyword
- Align with what the user searched to improve relevance and Quality Score.
- Google bolds the keyword when it appears in your ad.
Examples:
- “Organic Face Cream”
- “Buy Vegan Moisturizer Today”
2. Highlight Key Benefits or Features
What makes your offer better, unique, or faster?
Examples:
- “Gentle on Sensitive Skin”
- “Made With 100% Natural Ingredients”
3. Use Numbers, Symbols, or Stats
They draw the eye and increase CTR.
Examples:
- “20% Off All Orders”
- “#1 Rated in Skin Care”
4. Create Urgency or Scarcity
Encourage immediate action.
Examples:
- “Limited Stock Available”
- “Sale Ends Tonight!”
5. Ask a Question
Trigger curiosity or self-reflection.
Examples:
- “Tired of Dry Skin?”
- “Looking for Natural Skincare?”
Writing Effective Descriptions
1. Expand on the Headlines
Use this space to elaborate on your value, offer, or how it works.
Example:
“Our dermatologist-tested cream soothes dry, irritated skin naturally—order risk-free today.”
2. Include a Strong Call-to-Action (CTA)
Tell the user exactly what to do next.
Examples:
- “Shop Now with Free Shipping”
- “Book Your Free Trial Today”
- “Get Yours Before It’s Gone”
3. Emphasize Trust and Proof
Use social proof, reviews, or guarantees.
Examples:
- “Trusted by Over 50,000 Customers”
- “30-Day Money-Back Guarantee”
4. Match Search Intent
Think about why the user searched and answer that directly.
Examples:
For “best cream for dry skin”:
- “Clinically proven to hydrate dry skin in 24 hours.”
Bonus Tips:
- Pin top-performing headlines (e.g., headline 1 = product name, headline 2 = CTA)
- Use Dynamic Keyword Insertion {KeyWord: Default Text} only when confident about keyword variations
- Run A/B tests using ad variations in different campaigns/ad groups
Using keywords in ad copy
Why Using Keywords in Ad Copy Matters
1. Increases Relevance
Google rewards ads that closely match the user’s search terms with better placement and lower CPC.
2. Improves CTR
Searchers are more likely to click on ads that repeat the exact words they typed.
3. Boosts Quality Score
Keyword-rich ads tend to have higher Quality Scores, which improves ad rank and reduces cost.
How to Use Keywords in Each Part of Your Ad
1. Headlines
Use your main keyword in:
- Headline 1 to immediately grab attention
- Headline 2 or 3 for supporting context, benefits, or a call-to-action
- Example Keyword: “vegan face cream”
Headlines: - “Buy Vegan Face Cream Online”
- “Gentle on Sensitive Skin”
- “Shop Now – Fast Delivery”
Tip: Keep it natural. Avoid keyword stuffing—one mention per headline is enough.
2. Descriptions
Reinforce the keyword in a conversational way while explaining your offer.
Example Description:
“Our vegan face cream hydrates and nourishes your skin without harmful chemicals. Shop now with free shipping.”
Best Practices:
- Use exact match keywords where possible
- Make it flow naturally—prioritize clarity over repetition
- Combine with emotional or benefit-driven messaging
3. Display Paths (URL Paths)
These are customizable and can include keywords to build trust.
Example:
- Final URL: www.yoursite.com
- Display Path: www.yoursite.com/vegan-face-cream
- Even if the actual URL doesn’t change, the display path builds user confidence by reinforcing relevance.
4. Dynamic Keyword Insertion (DKI)
- Format: {KeyWord: Default Text}
- This allows Google to automatically insert the user’s search query into your ad if it matches a keyword.
- Example: Headline: Buy {KeyWord:Vegan Cream} Now
- If someone searches for “vegan moisturizer,” the ad might show:
“Buy Vegan Moisturizer Now”
Pros:
- Increases relevance and CTR
- Saves time when targeting many keyword variations
Cons:
- Can result in awkward ad copy if not used carefully
- Always preview how the final ad might look
Best Practices for Using Keywords in Ad Copy
- Match the search intent: Use transactional language for buying keywords, informational tone for research terms.
- Focus on 1 main keyword per ad group for clarity and tighter messaging.
- Avoid keyword stuffing: Repeating the keyword too often makes the ad feel spammy.
- Combine keywords with strong CTAs to drive action.
Crafting strong calls-to-action (CTAs)
What Is a Call-to-Action (CTA)?
A CTA is a direct instruction or suggestion in your ad that guides users toward a desired outcome. It usually appears in the headlines or descriptions of your ad.
Good CTA example:
- “Get Your Free Trial Today”
- Weak CTA example:
- “We offer skincare products”
Why CTAs Are Critical in Google Ads
Increase Click-Through Rate (CTR)
- People are more likely to click when you tell them exactly what they’ll get.
Improve Conversion Rates
- Clear next steps reduce confusion and friction.
- Enhance Ad Relevance & Quality Score
A strong CTA aligned with your keyword and landing page creates a better experience.
How to Write Strong CTAs
1. Use Action-Oriented Verbs
- Start your CTA with a strong, active verb to trigger action.
Examples:
- “Buy Now”
- “Shop Today”
- “Download Free Guide”
- “Book a Free Demo”
- “Get Instant Access”
2. Highlight the Benefit
- Combine the action with the value or result the user will get.
Examples:
- “Start Your Free Trial – No Credit Card Needed”
- “Get Smooth Skin in Just 7 Days”
- “Save 20% on First Purchase”
3. Create Urgency or Scarcity
- Make users feel like they should act now to avoid missing out.
Examples:
- “Limited Time Offer – Act Fast!”
- “Offer Ends Midnight Tonight”
- “Only a Few Left – Order Now”
4. Include an Incentive (If Applicable)
- If you’re offering something like a discount, freebie, or bonus—say so clearly.
Examples:
- “Claim Your Free Sample”
- “Get 10% Off When You Sign Up”
- “Try It Risk-Free for 30 Days”
5. Match CTA to Intent
Think about what the user wants and match your CTA to that.
| Intent | Example CTA |
|---|---|
| Buying | “Shop Now & Save” |
| Comparing | “View Pricing Plans” |
| Learning | “Learn More Today” |
| Booking | “Schedule Your Free Consultation” |
| Downloading | “Get the Free eBook” |
CTA Placement in Google Ads
- Headline 2 or 3 – Ideal spot to grab attention and push action.
- Description line – Reinforces CTA with more detail.
- Ad Extensions (Callout, Sitelinks) – Use supporting CTAs like “Free Shipping” or “Get a Quote.”
CTA Best Practices
- Be clear, not clever — avoid vague CTAs like “Click Here”
- Keep it short (2–6 words is ideal for headlines)
- Test different CTAs in A/B experiments
- Align CTA with landing page experience
Example CTAs by Industry
E-commerce:
- “Shop the New Collection”
- “Buy 1 Get 1 Free – Shop Now”
SaaS:
- “Start Your Free Trial”
- “Get a Demo in 5 Minutes”
Local Services:
- “Book Your Free Estimate”
- “Call Now for Same-Day Service”
Online Courses:
- “Enroll Now – Seats Filling Fast”
- “Start Learning Today”
Would you like custom CTA suggestions for your specific product or ad copy? Just tell me your niche and target audience—I’ll tailor a set for you!
Responsive Search Ads best practices
What Are Responsive Search Ads (RSAs)?
Responsive Search Ads (RSAs) allow you to enter up to 15 headlines and 4 descriptions. Google then dynamically mixes and matches them into different combinations to find the best-performing ad variation for each user based on search intent, device, and behavior.
Why RSAs Are Important
- More flexibility: Google automatically tailors ads to user queries.
- Increased reach: More headline/description combinations mean more opportunities to match different search terms.
- Performance optimization: Google uses machine learning to find the best combinations for engagement.
- Improved Quality Score: Greater relevance often leads to better ad positions and lower CPC.
Responsive Search Ads: Best Practices
1. Use All 15 Headlines and 4 Descriptions
- Provide the full set of 15 headlines and 4 unique descriptions.
- The more assets you provide, the more combinations Google can test.
Tip: Don’t just repeat keywords—use different angles like benefits, features, offers, and CTAs.
2. Include Target Keywords in 2–3 Headlines
- Add your main keyword in at least two headlines to signal strong relevance to Google and the user.
Example:
- If your keyword is “organic face cream”:
- Headline 1: “Organic Face Cream”
- Headline 2: “Buy Natural Skincare Online”
Pro Tip: You can use Dynamic Keyword Insertion if you’re targeting many variations.
3. Diversify Your Headlines
Use a mix of messaging types to test what resonates:
- Value proposition: “Made with Organic Ingredients”
- Emotional trigger: “Say Goodbye to Dry Skin”
- Urgency: “Order Before Midnight for 20% Off”
- Social proof: “Trusted by 10,000+ Customers”
- Call to action: “Shop Now”, “Try It Free Today”
Keep each headline unique — avoid slight rewordings.
4. Write Descriptions That Expand on Headlines
- Use descriptions to add context, details, and benefits.
- Include call-to-actions, incentives, and value propositions.
Examples:
- “Get fast, free shipping on all vegan skincare products.”
- “Try risk-free for 30 days—100% satisfaction guaranteed.”
5. Use Pinning Sparingly and Strategically
- Pinning locks a headline or description to a specific position.
- Use it only when necessary (e.g., brand name in Headline 1 or CTA in Headline 2).
- Avoid over-pinning — it limits Google’s ability to test combinations and reduces ad performance.
6. Ensure Headlines & Descriptions Make Sense in Any Order
- Because Google mixes content, make sure:
- Each headline and description is a standalone message
- Combinations still make grammatical and logical sense
Do this by reading combinations out loud or using Google Ads preview.
7. Test & Monitor Performance
- Use asset performance labels (“Best”, “Good”, “Low”) to see what’s working.
- Replace low-performing headlines/descriptions every few weeks.
Focus on CTR, conversion rate, and Quality Score as key metrics.
8. Match Ads to Ad Group Intent
- Each ad group should have tightly themed keywords.
- Your RSA should match that intent, with tailored language and offers.
Example: If the ad group is about “anti-aging face cream”, don’t mention “teen acne treatments” in your headlines or descriptions.
9. Combine RSAs with Ad Extensions
- Use sitelinks, callouts, structured snippets, and image extensions to increase visibility and deliver more info.
- Extensions complement RSAs and can raise CTR significantly.
10. Keep Testing Across Campaigns
- Run RSAs alongside Standard Expanded Text Ads (if still supported) during testing.
- Over time, prioritize high-performing RSAs in mature campaigns.
Example Responsive Search Ad
Headlines:
- “Organic Face Cream”
- “Gentle on Sensitive Skin”
- “Free Shipping Available”
- “Shop Now & Save 15%”
- “Vegan Skincare You Can Trust”
- “Dermatologist Recommended”
- “Satisfaction Guaranteed”
- “Made in USA”
- “Get Soft, Radiant Skin”
Descriptions:
- “Our natural face cream hydrates without harsh chemicals. Try it risk-free today.”
- “Thousands of happy customers trust our vegan skincare line.”
- “Order now for free shipping and exclusive online-only offers.”
- “Smooth, healthy skin starts with real ingredients. Shop now.”
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