Marin’s top tips for RSAs Our main tip is just to get started. If you are already using ETAs, you can use Google’s recommendations to take the highest performing assets in those and use them in your RSAs for an average increase in performance of 10% . Following that, here are some more useful tips: • Remember the benefit of RSAs is to provide the right message to each user, so make sure you have many different messages for Google to choose from, not just close variations on the same theme. • Also provide as much variety in your assets as you can at the start in order to give the algorithms plenty to test. This can mean trying different keywords in different positions and pinning headlines to see how they perform with different descriptions. • Use high-performing ad groups with enough weekly impressions to provide meaningful results. • Be specific and respond to your audience’s needs. Use a clear call to action that tells them what their click will do for them. • Include audiences at different stages of your sales funnel, with different problems and solutions and a range of products, services, and calls to action. • Prioritize headlines at first. Use your target keyword(s) and remember that customers are less likely to read a description if it doesn’t have a powerful, eye-catching headline to reel them in. Spend some time crafting a broad selection of solid headlines that include your top- performing keywords. 9 Marin Software