# Google Search Ads - Complete RSA Set

**BUSINESS:**
Clarity Analytics

**PRODUCT/SERVICE:**
AI-powered analytics platform for e-commerce brands

**TARGET KEYWORDS:**
e-commerce analytics, shopify analytics, analytics for online stores

**UNIQUE SELLING POINTS:**
- Plain-English insights (no data science needed)
- Setup in 5 minutes
- 14-day free trial
- Trusted by 500+ brands

**TARGET AUDIENCE:**
E-commerce brand owners/marketers struggling with data

**PRIMARY CTA:**
Start free trial

---

## UNDERSTANDING GOOGLE SEARCH ADS

### Character Limits (Critical!):

| Element | Max Characters | Count |
|---------|---------------|-------|
| Headline | 30 characters | Need 15 |
| Description | 90 characters | Need 4 |
| Display Path | 15 characters each | 2 paths |
| Sitelink Title | 25 characters | 4-8 links |
| Sitelink Description | 35 characters per line | 2 lines each |
| Callout | 25 characters | 4-10 |

### Responsive Search Ads (RSA):

```
Google shows up to:
• 3 headlines (of your 15)
• 2 descriptions (of your 4)

Google tests combinations automatically.
More variety = better optimization.
```

---

## HEADLINES (15 Required)

Max 30 characters each. Include variety of angles.

### Keyword-Focused Headlines:

```
1. E-commerce Analytics Tool
   [25 characters] ✓

2. Analytics for Online Stores
   [26 characters] ✓

3. Shopify Analytics Platform
   [26 characters] ✓

4. E-commerce Data Made Easy
   [25 characters] ✓
```

**Why These Work:**
- Include target keywords
- Match search intent
- Improve Quality Score

---

### Benefit-Focused Headlines:

```
5. Insights in Plain English
   [25 characters] ✓

6. No Data Science Needed
   [22 characters] ✓

7. Know What To Do Next
   [20 characters] ✓

8. Stop Guessing, Start Growing
   [28 characters] ✓
```

**Why These Work:**
- Address pain points
- Promise clear outcomes
- Differentiate from competitors

---

### Trust/Proof Headlines:

```
9. Trusted by 500+ Brands
   [22 characters] ✓

10. 4.9/5 Customer Rating
    [21 characters] ✓

11. Join 500+ E-com Brands
    [23 characters] ✓
```

**Why These Work:**
- Social proof builds trust
- Numbers are specific and credible
- Reduces perceived risk

---

### CTA Headlines:

```
12. Start Your Free Trial
    [21 characters] ✓

13. Try Free for 14 Days
    [20 characters] ✓

14. Get Started in 5 Min
    [20 characters] ✓
```

**Why These Work:**
- Clear action
- "Free" reduces friction
- Time specificity (5 min, 14 days)

---

### Brand Headlines:

```
15. Clarity Analytics™
    [18 characters] ✓
```

**Why This Works:**
- Brand recognition for retargeting
- Professional appearance
- Pin to position 1 for brand searches

---

### Headlines Summary Table:

| # | Headline | Characters | Type |
|---|----------|------------|------|
| 1 | E-commerce Analytics Tool | 25 | Keyword |
| 2 | Analytics for Online Stores | 26 | Keyword |
| 3 | Shopify Analytics Platform | 26 | Keyword |
| 4 | E-commerce Data Made Easy | 25 | Keyword |
| 5 | Insights in Plain English | 25 | Benefit |
| 6 | No Data Science Needed | 22 | Benefit |
| 7 | Know What To Do Next | 20 | Benefit |
| 8 | Stop Guessing, Start Growing | 28 | Benefit |
| 9 | Trusted by 500+ Brands | 22 | Trust |
| 10 | 4.9/5 Customer Rating | 21 | Trust |
| 11 | Join 500+ E-com Brands | 23 | Trust |
| 12 | Start Your Free Trial | 21 | CTA |
| 13 | Try Free for 14 Days | 20 | CTA |
| 14 | Get Started in 5 Min | 20 | CTA |
| 15 | Clarity Analytics™ | 18 | Brand |

---

## DESCRIPTIONS (4 Required)

Max 90 characters each. Expand on headlines with details.

### Description 1: Value Proposition

```
Turn confusing e-commerce data into plain-English insights. Know exactly what to do next.
[89 characters] ✓
```

**Why This Works:**
- States core value prop
- Addresses pain (confusing data)
- Promises outcome (know what to do)

---

### Description 2: Features + CTA

```
AI-powered insights, one-click setup, no data skills needed. Start your free trial today.
[89 characters] ✓
```

**Why This Works:**
- Lists key features quickly
- Handles objection (no data skills)
- Ends with CTA

---

### Description 3: Social Proof + Benefit

```
500+ e-commerce brands trust Clarity. See insights in 24 hours. Free 14-day trial.
[82 characters] ✓
```

**Why This Works:**
- Social proof first
- Specific timeframe (24 hours)
- Free trial reduces risk

---

### Description 4: Problem/Solution

```
Stop drowning in dashboards. Clarity tells you what your data means and what to do about it.
[90 characters] ✓
```

**Why This Works:**
- Names the pain (drowning in dashboards)
- Positions product as solution
- Benefit-focused ending

---

### Descriptions Summary Table:

| # | Description | Characters | Angle |
|---|-------------|------------|-------|
| 1 | Turn confusing e-commerce data into plain-English insights. Know exactly what to do next. | 89 | Value Prop |
| 2 | AI-powered insights, one-click setup, no data skills needed. Start your free trial today. | 89 | Features + CTA |
| 3 | 500+ e-commerce brands trust Clarity. See insights in 24 hours. Free 14-day trial. | 82 | Social Proof |
| 4 | Stop drowning in dashboards. Clarity tells you what your data means and what to do about it. | 90 | Problem/Solution |

---

## DISPLAY PATH

```
www.clarity.com/ecommerce/analytics
                 [9 chars] [9 chars]
```

**Best Practices:**
- Include keywords if possible
- Keep readable and relevant
- Does not need to match actual URL

---

## AD EXTENSIONS

### Sitelink Extensions (4-8 recommended):

```
**Sitelink 1:**
Title: Free Trial [10 chars]
Description 1: Start free for 14 days [22 chars]
Description 2: No credit card required [23 chars]
URL: /free-trial

**Sitelink 2:**
Title: See Pricing [11 chars]
Description 1: Plans from $0/month [19 chars]
Description 2: Flexible, cancel anytime [24 chars]
URL: /pricing

**Sitelink 3:**
Title: How It Works [12 chars]
Description 1: Setup in under 5 minutes [24 chars]
Description 2: See your first insights [23 chars]
URL: /how-it-works

**Sitelink 4:**
Title: Customer Stories [16 chars]
Description 1: See real results [16 chars]
Description 2: From brands like yours [22 chars]
URL: /customers

**Sitelink 5:**
Title: Integrations [12 chars]
Description 1: Shopify, GA, Facebook Ads [25 chars]
Description 2: 30+ one-click connections [25 chars]
URL: /integrations

**Sitelink 6:**
Title: Watch Demo [10 chars]
Description 1: See Clarity in action [21 chars]
Description 2: 3-minute video walkthrough [26 chars]
URL: /demo
```

---

### Callout Extensions (25 chars max each):

```
1. Free 14-Day Trial [17 chars]
2. No Credit Card Required [23 chars]
3. Setup in 5 Minutes [18 chars]
4. 500+ Brands Trust Us [19 chars]
5. Plain-English Insights [22 chars]
6. Cancel Anytime [15 chars]
7. 24/7 Support [12 chars]
8. SOC 2 Certified [15 chars]
```

---

### Structured Snippet Extensions:

```
**Header: Types**
Values: Customer Insights, Revenue Opportunities, Marketing Analytics, Product Insights

**Header: Brands**
Values: Shopify, WooCommerce, BigCommerce, Magento

**Header: Features**
Values: AI Insights, Weekly Reports, One-Click Setup, Plain English
```

---

## HEADLINE FORMULAS

### Formula 1: [Keyword] + [Modifier]
```
[Primary Keyword] + Tool/Platform/Software
Example: E-commerce Analytics Tool
```

### Formula 2: [Benefit] in [Format]
```
[Key Benefit] in [Delivery Method]
Example: Insights in Plain English
```

### Formula 3: No [Pain Point]
```
No + [Thing They Hate/Fear]
Example: No Data Science Needed
```

### Formula 4: [Number] + [Proof Element]
```
[Impressive Number] + [What It Proves]
Example: Trusted by 500+ Brands
```

### Formula 5: [Action] + [Timeframe]
```
[CTA Verb] + in/for [Time]
Example: Get Started in 5 Min
```

### Formula 6: [Action] + Free/Trial
```
[CTA Verb] + Free/Trial Offer
Example: Start Your Free Trial
```

### Formula 7: Stop [Pain], Start [Gain]
```
Stop + [Problem], Start + [Outcome]
Example: Stop Guessing, Start Growing
```

---

## DESCRIPTION FORMULAS

### Formula 1: [Value Prop]. [Outcome]. [CTA].
```
[What you do]. [What they get]. [Action to take].
Example: Turn data into insights. Know what to do next. Try free.
```

### Formula 2: [Feature], [Feature], [Feature]. [CTA].
```
[Benefit 1], [Benefit 2], [Benefit 3]. [Call to action].
Example: AI insights, easy setup, no skills needed. Start free today.
```

### Formula 3: [Social Proof]. [Key Benefit]. [Offer].
```
[Trust element]. [Main benefit]. [Risk reducer].
Example: 500+ brands trust us. See insights in 24hrs. Free trial.
```

### Formula 4: [Pain Point]? [Solution].
```
[Question/Problem]? [How you solve it].
Example: Drowning in data? Clarity tells you what it means and what to do.
```

---

## HEADLINE TYPES CHECKLIST

Google recommends variety. Include:

```
☑ Keyword Headlines (3-4)
  Include target keywords for relevance

☑ Benefit Headlines (3-4)
  What do they get? What problem solved?

☑ Trust/Proof Headlines (2-3)
  Numbers, ratings, customer count

☑ CTA Headlines (2-3)
  Clear action with offer

☑ Brand Headline (1)
  Company name for recognition

☑ Unique Headlines (1-2)
  Differentiators, unique angles
```

---

## PINNING STRATEGY

```
**Position 1 (First Headline):**
Pin: Brand name OR primary keyword headline
Why: Ensures relevance/recognition

**Position 2 (Second Headline):**
Pin: Key benefit OR differentiator
Why: Communicates value quickly

**Position 3 (Third Headline):**
Let Google optimize
Why: Tests CTA vs. proof vs. benefit

**Description Position 1:**
Pin: Strongest value proposition
Why: Always shows core message

**Description Position 2:**
Let Google optimize
Why: Tests different angles
```

**Caution:** Too much pinning limits Google's optimization. Pin sparingly.

---

## AD COPY BY INDUSTRY

### E-commerce:
```
Headlines:
• Free Shipping Over $50
• Shop [Product] Online
• [X]% Off First Order
• Same-Day Delivery
• Rated 4.9/5 Stars

Descriptions:
• Shop our collection of [products]. Free shipping on orders $50+. Easy returns.
• [X]% off your first order. Thousands of 5-star reviews. Shop now.
```

---

### SaaS:
```
Headlines:
• Start Free Trial Today
• No Credit Card Required
• Setup in Minutes
• Trusted by [X]+ Companies
• See [Product] in Action

Descriptions:
• [Product] helps you [benefit]. Start free, upgrade anytime. No credit card.
• Join [X]+ companies using [Product] to [outcome]. Free 14-day trial.
```

---

### Local Services:
```
Headlines:
• [City] [Service] Experts
• Free Estimates Available
• Same-Day Service
• Licensed & Insured
• 5-Star Rated [Service]

Descriptions:
• Professional [service] in [City]. Free estimates, same-day availability. Call now.
• Trusted [City] [service] company. Licensed, insured, 5-star rated. Get quote.
```

---

### B2B Services:
```
Headlines:
• Get a Free Consultation
• [X]+ Clients Served
• Custom Solutions
• Request a Quote Today
• Industry-Leading [Service]

Descriptions:
• [Service] tailored to your business. [X]+ satisfied clients. Request free consultation.
• Transform your [area] with our [service]. Custom solutions, proven results. Contact us.
```

---

## QUALITY SCORE OPTIMIZATION

### What Affects Quality Score:

| Factor | Weight | How to Improve |
|--------|--------|----------------|
| Expected CTR | High | Compelling headlines, strong CTAs |
| Ad Relevance | High | Include keywords in headlines |
| Landing Page | High | Match ad message, fast load, mobile-friendly |

### CTR Boosters:

```
✓ Numbers (500+, 14-day, 5 minutes)
✓ "Free" in headlines or descriptions
✓ Questions that resonate
✓ Urgency (when legitimate)
✓ Social proof (ratings, customer count)
✓ Specific benefits over vague claims
```

### Relevance Boosters:

```
✓ Include exact keywords in headlines
✓ Match search intent in descriptions
✓ Use keyword in display path
✓ Align ad with landing page content
```

---

## COMMON GOOGLE ADS MISTAKES

| Mistake | Impact | Fix |
|---------|--------|-----|
| Exceeding character limits | Ad rejected | Count every character |
| All headlines too similar | Poor optimization | Vary angles (keyword, benefit, CTA, proof) |
| No keywords in headlines | Low relevance | Include 3-4 keyword headlines |
| Weak CTAs | Low CTR | Use action verbs + offer |
| No numbers/specifics | Less credible | Add stats, timeframes, prices |
| Ignoring extensions | Less ad real estate | Add all relevant extensions |
| Over-pinning | Limited testing | Pin 1-2 headlines max |
| Generic copy | Poor differentiation | Highlight unique selling points |
| Mismatch with landing page | Low Quality Score | Align message and offer |
| No mobile consideration | Poor mobile CTR | Test how ads read on mobile |

---

## RSA BEST PRACTICES

### Do:
```
✓ Write 15 truly unique headlines
✓ Vary headline lengths (15-30 chars)
✓ Include keywords naturally
✓ Mix headline types (benefit, proof, CTA)
✓ Make headlines work in any combination
✓ Use all 4 description slots
✓ Add all relevant extensions
✓ Test and iterate based on data
```

### Do Not:
```
✗ Duplicate headlines with minor tweaks
✗ Stuff keywords unnaturally
✗ Use all caps (except for acronyms)
✗ Include prices if they change often
✗ Make claims you cannot prove
✗ Use trademarked terms you do not own
✗ Pin more than necessary
✗ Write headlines that only work together
```

---

## GOOGLE ADS CHECKLIST

### Headlines:
- [ ] 15 unique headlines written
- [ ] All under 30 characters
- [ ] 3-4 include target keywords
- [ ] 3-4 highlight benefits
- [ ] 2-3 include social proof/numbers
- [ ] 2-3 have clear CTAs
- [ ] 1 includes brand name
- [ ] Headlines work in any combination
- [ ] Variety in length (15-30 chars)

### Descriptions:
- [ ] 4 unique descriptions written
- [ ] All under 90 characters
- [ ] Include keywords naturally
- [ ] Clear value proposition
- [ ] At least one with CTA
- [ ] Mix of angles (benefit, proof, features)

### Extensions:
- [ ] 4-8 sitelinks added
- [ ] 6-10 callouts added
- [ ] Structured snippets added
- [ ] All within character limits

### Quality:
- [ ] Keywords in headlines (relevance)
- [ ] Specific numbers/stats (credibility)
- [ ] Clear CTAs (clickability)
- [ ] Matches landing page (consistency)
- [ ] No policy violations
- [ ] Proofread for errors