Responsive Search Ads (RSAs) will gain the ability to leverage ad customizers in this quarter’s open beta, Microsoft Advertising announced Tuesday,. That news should be well received by those advertisers that crave customization. Ad customizers have been available for Microsoft’s Expanded Text Ads and can now be deployed across the modern RSA ad unit.
RSA customizers can help to create more dynamic ads that feature more product information in the ad copy without requiring advertisers to manually change the copy. These enhancements allow marketers to create hundreds of ad variations across what is technically a single ad. These ads can be more targeted based on unique product details fed to the ad. This customization can, in turn, lead to higher conversion rates and lower cost per acquisition.