Microsoft opens up beta testing for responsive search ads

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 09, 2019, 2:16 AM UTC

Advertisers can run at least eight to 10 headlines.

Having been introduced first by Google last year, Microsoft has now rolled out beta testing for responsive search ads (RSAs) to all advertisers. Marketers can use Microsoft Advertising to input at least eight to 10 headlines that don’t carry similar phrases and have at least two descriptions, different from each other with clear calls-to-action.

Brands will be able to review their RSA performance through the combination report page. Advertisers will be able to pin headlines and descriptions that are supposed to be reflected at the top for an element of control on ad display.   

Microsoft also revealed that the best performing combinations will be identified and reported to the advertiser. The underperforming ads won’t be shown again. The article points out that with both Google and Microsoft backing RSAs, the format will in time become a standard.

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