RSA differs fundamentally from expanded text ads, or ETAs: Google’s machine learning tests and optimizes combinations rather than giving advertisers complete control over each assembled ad. Mixing headlines that include the main keyword with those that do not allows more relevant combinations to be selected for different queries and can support better advertising quality. Leaving assets with weak Ad Strength unaddressed can limit serving opportunities, so assets should be refreshed and expanded regularly.
Since Google discontinued the creation of expanded text ads in 2022, RSA has become the standard format for newly created search ads, making it central to search advertising account management.
Ad Strength indicates the quality and diversity of the supplied assets through ratings such as Excellent, Good and Poor. To work toward Excellent, provide as many distinct, meaningful headlines and descriptions as possible.
Google's keyword-level diagnostic score from 1 to 10, evaluating expected click-through rate, ad relevance and landing page experience to help advertisers assess advertising quality.
Google's display advertising network, distributing image and video ads across millions of partner websites and apps, as well as inventory on YouTube and Gmail.
A display advertising format that combines uploaded images, logos, headlines and descriptions into layouts automatically adapted to different ad placements.
A campaign type that combines Google's advertising inventory across Search, Display, YouTube, Gmail, Maps and Discover, using AI to allocate budget and creative against conversion objectives.
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