Free Assessment: How does your inbound marketing measure up?

Get Started
Close

Free Assessment:

How does your inbound marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.
Get Started
inbound-marketing-strategy-playbook-cover

Free Assessment:

Microsoft Opens Responsive Search Ad Beta Test to All Advertisers

By Iris Hearn

Microsoft Opens Responsive Search Ad Beta Test to All Advertisers

Microsoft has opened up its responsive search ads beta to all advertisers with existing Microsoft Advertising accounts. 

Now, Microsoft customers can request to join the beta to start testing their own responsive search ads, or RSAs. 

RSAs are a machine-learning-powered ad type that allows marketers to test multiple different ad headline and description combinations to determine which is the most successful. 

This ad format was first introduced by Google last year, and now Microsoft is rolling out its own version after seeing the value it provides to advertisers. 

How do RSAs work?

Creating the perfect ad copy can be a time-consuming process. 

Ad copy needs to be catchy yet informative, relevant to a large audience but also specific to a unique need, and it must convey the value of the product and brand, all within a few hundred characters. 

For this reason, there are usually several iterations and rounds of precise editing before the final copy is selected. Even then, it’s hard to tell if you’ve made the right choice. 

Responsive search ads help advertisers test multiple different variations for their ad copy, letting the data decide which is the strongest. 

With Microsoft’s RSAs, advertisers can provide up to 15 headlines and four ad descriptions. Microsoft’s AI system will select the best combinations and use them to create ads to show to your audience, automating the ad creation process for you. 

Once it’s been tested, the system will report back what combinations performed the best, and will automatically block underperforming combinations from being run again. 

Responsive search ads also have the benefit of greater understanding of what each individual user is looking for and what message they’ll be most receptive to. The RSAs will adapt text ads to more closely match what a user is searching for, and serve up a more relevant message that speaks to their pain points or goals. 

How do RSAs benefit marketers? 

For one, responsive search ads can help save marketers time in the ad creation process. Instead of drafting up several different ad copy options and determining which will yield the most success, they can let the system match up the best options for them. 

Not only can this help improve ad performance, but it can also show valuable insights on what your audience is most receptive to. 

These insights can actually help you learn more about what kinds of content your audience finds most compelling, and what strategies best catch their eye. 

Of course, this could be done manually by running several different campaigns with different ad copy — but RSAs have the additional benefit of AI-powered automation to immediately remove underperforming combinations, and better anticipate what will be most successful. 

How to join the Microsoft RSA beta 

Advertisers with existing Microsoft Advertising accounts that are interested in testing their own RSAs can either reach out to their account manager directly or fill out the form here to indicate their interest. 

Microsoft states that users will likely receive access within one week of their request. 

Free Assessment:

How does your inbound marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.

Topics:

News
Published on September 11, 2019

Recent Articles

INBOUND 2021 Recap: Takeaways, Speakers, and Lessons Learned
October 25, 2021 • 7 min read
Drift report on pandemic fallout reveals seismic shift in marketing strategy
September 9, 2021 • 3 min read
Google Shares New Tools to Audit Website User Experience
August 12, 2021 • 3 min read
Google: Website Content Quality More Important Than Quantity
August 10, 2021 • 3 min read
New HubSpot CMS Hub Starter Tier Released for Growing Businesses
August 6, 2021 • 4 min read
Why most marketing 'news' doesn't matter to inbound marketers
August 3, 2021 • 4 min read
Gartner: Slashed 2021 marketing budgets increases in-house ownership
July 30, 2021 • 6 min read
How to Optimize Videos On Your Business Website for Search
July 23, 2021 • 4 min read
Data: 'Funny' seniors imagery is not only demeaning, it's inaccurate
July 21, 2021 • 4 min read
Google: 'Here's how to prepare for the future private web'
July 16, 2021 • 4 min read
How Facebook's news feed algorithm works and prioritizes content
July 14, 2021 • 4 min read
Too many internal links in content can confuse Google about site structure
July 9, 2021 • 5 min read
Data: Facebook is No. 1 in revenue value for publishers, Twitter is a bust
July 7, 2021 • 4 min read
Google July 2021 core update rolling out over next 2 weeks
July 2, 2021 • 4 min read
Google punts third-party cookie ban to 2023 for 'responsible planning'
June 25, 2021 • 6 min read
Finally, Google page experience core update is rolling out
June 18, 2021 • 3 min read
Apple Mail privacy news spooks email marketers, newsletter creators
June 16, 2021 • 4 min read
Google June 2021 core update live, July core update coming
June 4, 2021 • 3 min read
You can boost LinkedIn posts and promote events, marketers
May 28, 2021 • 3 min read
Google's June page experience core update will be mobile first, then desktop
May 21, 2021 • 3 min read
Best times to post on social media in 2021 (new data)
May 19, 2021 • 4 min read
Deeper content engagement is up on desktop (new pandemic data)
May 7, 2021 • 4 min read
Google confirms demise of Q&A search feature, Question Hub lives on
April 26, 2021 • 1 min read
What is the new HubSpot Operations Hub?
April 23, 2021 • 2 min read
Big Google algorithm update moved to June with new performance report
April 21, 2021 • 4 min read