About responsive search ads campaign level text assets: headlines and descriptions

Responsive search ads (RSAs) campaign level headlines and descriptions allow you to associate up to 3 headlines and 2 description assets at the campaign level. These assets will be applied to all enabled RSAs within the campaign.

Campaign level headlines and descriptions can be scheduled if you have assets that you want to show during a specific time period. Additionally, these assets can be pinned to certain positions if you want to ensure they show.

Note: If you have other assets pinned at the ad level, all assets pinned to the same position may be eligible to show.

Benefits

Schedule assets to show across a campaign (for example, promotional messaging that has a specific start and end date)
Share campaign level headlines and descriptions that need frequent updating across RSAs
Add an additional 3 headlines and 2 descriptions to the RSA limit, allowing Google Ads more options to show the most relevant combinations to your customers

Enhanced Flexibility

While responsive search ads can show up to 3 headlines in the traditional headline position (for example, text that is positioned at the top of the ad, above the body text), they can also serve in other parts of the ad based on what is predicted to perform best for each person’s unique search query:

Headline asset text may show at the beginning of the description when it’s predicted to perform best.
Up to 2 responsive search ad headlines can serve as link-based assets within the ad. In such instances, the asset would point to the same domain as your ad's main landing page. To maintain relevance, this flexibility will only occur within the same ad group.

If you have assets that are pinned to headline position 1, headline position 2, or description position 1, they’ll continue to show in their designated positions when your ads serve. Learn how to Pin headlines and descriptions to specific positions. Google will optimize the placement of all other assets while ensuring they remain relevant to the user's search query.

Instructions

Create headlines and descriptions for a responsive search ad at the campaign level

Go to Assets within the Campaigns menu .
You’ll be directed to the “Associations” tab where you’ll find a table with all of your assets.
Select the filter icon , then select All asset types.
Select the button, and select Headline or Description.
Select the campaigns to apply the headline or descriptions to.
Add a headline or description in the text box.
- Option: To the right of any headline or description you wish to pin, select the pin icon , then choose the position you’d like to pin that headline or description to.
- Option: Select “Advanced Options” to enter scheduling details.
  1. Start Date:
    1. If you select the start date as “None”, the schedule will start at the current date.
  2. End Date:
    1. If you select the end date as “None”, the schedule will continue indefinitely.
Select Save.

Remove, pause, or enable headlines and descriptions for an existing campaign

Go to Assets within the Campaigns menu .
You’ll be directed to the “Associations” tab where you’ll find a table with all of your assets.
Locate the campaign level asset you would like to modify:
- Option 1: Select the dropdown to the left of the asset text and select the operation in the dropdown.
- Option 2: Check the boxes of the assets, and select the operation.

How to edit an existing campaign asset

You won't be able to edit a campaign level headline and description yet.

If you would like to update the pinned field or the schedule of an existing campaign asset, you have 2 options:
- Option 1: Remove the existing asset and create a new one.
- Option 2: Create a new one with the same asset text but updated pinned field or schedule. This will automatically replace the existing one.
If you would like to update the asset text of an existing campaign asset, you must remove the existing campaign asset and create a new one.

How to view reporting

Asset Reporting
1. Go to Assets within the Campaigns menu .
2. You’ll be directed to the “Associations” tab where you’ll find a table with all of your assets.
3. View metrics such as Impressions from the table.
Combination Reporting
1. Go to Ads within the Campaigns menu .
2. Find the responsive search ad you want to check, then select View assets details under the ad’s name.
3. Select the Combinations tab in the top menu.

Note: You won't find ad level asset reporting since these assets are applied at the campaign level. If a campaign level headline or description has the same text as an RSA level asset under the same campaign, they’ll share the same performance stats, such as impressions and clicks. This explains why you might notice non-zero stats after you’ve created a campaign level headline or description with the same text as an RSA level asset (either removed or active) under the same campaign.

FAQs

How can I make sure my campaign level headlines and descriptions will always show?

Pinning is supported with RSA campaign level headlines and descriptions. If there are other assets pinned at the Ad level, they will also be eligible to show in that position.

If a pinned campaign level headline and/or description is not eligible for policy reasons, then other creative and campaign level headlines and descriptions will be used for serving.

Will campaign level headlines and descriptions affect ad strength?

Campaign level headlines and descriptions are not currently factored into ad strength.

Do campaign level headlines and descriptions undergo policy reviews?

Yes. All assets will go through policy review when they are created.

Does the policy review of the campaign level headlines and descriptions affect the review status of the Responsive Search Ads (RSAs)?

No. The review of campaign level headlines and descriptions only affects the status of campaign level headlines and descriptions. It will not affect the policy review status of RSAs.

Will I be able to find my campaign level headlines and descriptions when creating RSAs at the ad level?

No. These are campaign level assets.

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