Ads, paths and extensions

AdsResponsive search ads

AdBuilder creates responsive search ads (RSAs). An RSA is a single ad made up of separate headlines and descriptions; Google assembles the best-fitting combination for each search query. By default, AdBuilder creates two RSAs per ad group.

Each RSA can contain up to 15 headlines (each up to 30 characters) and 4 descriptions (each up to 90 characters), plus two display paths (each up to 15 characters), all within Google’s limits and policy.

The copy is written in two phases: first a strong base, then, once the final keywords per group are set, rewritten with those keywords and the content of the best-fitting landing page as an anchor.

ExtensionsSitelinks, callouts and snippets

Extensions that boost your impressions and clicks are generated for your campaigns:

• Sitelinks: up to 6, with real, existing links from your site (no made-up paths).
• Callouts: short USP and trust phrases; generate more with a single click.
• Structured snippets: only when there is a fitting, official category.
• Call extension: automatically added if you provide a phone number.