The benefits of RSAs RSAs offer a range of other benefits: • They adapt effectively to multiple device dimensions. • They can be tailored to customers by location, intent, and other user-specific attributes. • They allow more characters than ETAs. • Because RSA’s are intended to share the most relevant message for every search, they should - in theory - drive an increase in your click-through rate, thereby increasing your quality score. • Higher relevance increases the chance of competing in more auctions than a static ad alone . The time saving benefits of using built-in machine learning instead of manual A/B testing cannot be understated. The mental shift that marketers need to make is that there is no such thing as the ‘best’ creative. RSAs aim to deliver the right message to each individual. To put it another way, the ad delivered to Susie, when she’s at work on her laptop, is different from the message she might see on the weekend on her phone, which is entirely different from what Bob, her colleague across town, might see after doing additional research. The experience is personalized through machine learning according to what each person is learning, doing, and seeming to want to achieve in their online queries. Ultimately, the use of RSAs is expected to increase clicks and conversions, as well as ROI and revenue. However, the approach needed is slightly dif - ferent to ETAs, particularly if you want to maintain some control over the text elements that appear together in your ads. 3 Marin Software