How to use RSAs – the basics Rather than A/B testing, you create a range of headlines and descriptions (assets) in advance. You can re-use the content from your existing ETAs , as long as you remember a few simple points. For example, headlines and descriptions in RSAs can be combined in any order. You’ll need to make sure that each individual asset (headline or description) makes sense when paired with any of the other assets, and that all of the ad combinations can be viewed in any order. Pinning However, it is possible to ‘pin’ certain assets if you need to ensure that specific content is always shown. This is a particularly useful feature if you have a range of assets that you need to show in a very specific way, rather than allowing AI to test a range of combinations for you. If you have a particular need, like legal jargon, promotion specifics, or some other required notice, pinning can be a useful tool. On the whole, however, it is not considered best practice to use pinning a great deal as it limits the number of combinations possible, and therefore limits the Google algorithm’s ability to customize messaging for each user. Use this tactic judiciously for out-of-the-ordinary messaging circumstances. For example, you can pin a description to ‘ position 1 ’ and it will be shown in every RSA, regardless of the headline used with it. However, unless you need to feature something specific, such as a disclaimer, it’s wise to retain the full ability of your ads to be adapted to match a range of search terms. 4 Marin Software