Travel

You’ve likely heard that Google is sunsetting the Expanded Text Ad (ETA) format in favor of Responsive Search Ads (RSAs). It’s Google’s next big push for automation in its advertising platforms. While this may seem like a big change, it’s nothing to worry about as long as you prepare. Luckily, the sunset isn’t happening until June of 2022, and Marin’s industry experts are here to answer some commonly asked questions:

What Exactly Are Responsive Search Ads (RSAs)?

Traditional Google text ads consist of static headlines and descriptions, so advertisers provide specific headlines and descriptions which remain constant within an ad. Google then rotates that version with your other static ad versions according to your campaign settings.

When creating an RSA, you’ll input a variety of different headlines and descriptions. Google and Bing will then rotate through different combinations of assets, serving the combination that seems best based on the demographic data of the person who is searching. The purpose of RSAs is to improve the personalization of search ads through automation. This personalization should lead to improved performance, and eliminate the need for you to run lots of ad copy tests as the engines are basically doing the testing for you.

How Many Headlines and Descriptions Can I Include in an Ad?

You can input at least 3 and no more than 15 potential headlines.

You can input at least 2 and no more than 4 potential descriptions.

The publishers recommend using at least 8 Headline Assets and at least 3 Description Assets.

What Will Happen to My Expanded Text Ads?

You will not be able to create new ETAs. Your current Expanded Text Ads will continue to serve, but you won’t be able to edit them. You can still play, pause, or remove them, but the ad content will be unchangeable. Reporting for your current ETAs should not be impacted in MarinOne or the platforms.

Will I Have Any Control Over Which Headlines and Descriptions Serve?

Yes, you have the option to pin assets to certain positions in the ad. For example, if you have a top performing headline that you’d like to display as Headline 1 every time your ad serves, you can pin that headline to position 1. You can also pin descriptions.

For example, if you pinned “Low Prices” to headline 1, the every time that ad serves, “Low Prices” will be the first thing people see.

But that being said…

Should I Pin My Top Performing Assets to Position 1?

My natural instinct was to pin top performing headlines and descriptions from my ETAs to my RSA positions 1 and 2. However, this often hurts the ad’s quality score, sometimes even knocking a ‘good’ ad down to ‘poor’ quality, therefore limiting its ability to serve in the SERP.

In order to avoid a decrease in quality score while still maintaining control over your ads, Google recommends pinning 2 or 3 headlines and descriptions to each position. This allows Google to rotate those assets, and may prevent decreases in quality score.

For example, if you pinned “low prices” and “shop now” to headline 1, Google will rotate through those options, so every time the ad is served people will see one of the two headlines in position 1.

How Will I Analyze Performance in MarinOne?

MarinOne users are already accustomed to the performance benefits the platform provides for all their search programs, and RSAs will be no different. The digital marketers at Marin have already made changes to help you measure, manage, and optimize your RSAs and are always prepared for future changes from the publishers.

Responsive Search Ads should flow seamlessly into any workflow you currently utilize for analyzing ad performance. These ads will be automatically added to any automated reports just like expanded text ads are.

We have also added two new columns to our creative grids, titled Headline Assets and Description Assets. Select these columns in the column selector to see a list of all headlines and description variations for an RSA.

Note that in the Headline column in the grid, you can see a preview of what your RSA might look like in its completed form. This does not necessarily represent all Headline or Description Assets that have been entered. You will simply see the first three Headline Assets in the order they were entered. This is the same behavior as in the publishers.

You will also see the ads’ creative type listed as Responsive Search, and you can filter for Responsive Search in the Creative Type column if you want to see a readout of performance for RSAs only.

If you export your ads grid into a report, you will see separate columns for each Headline and Description asset, with Headline 1 simply called Headline and the remaining Headlines numbered 2 through 15.

How Will I Bulk Create RSAs in MarinOne?

You can create RSAs in bulk in much the same way you do for other ad types in Marin. To specify the creation of an RSA in a bulksheet, you should include the value Responsive Search in the Creative Type column.

You can edit your RSAs in bulk by including the Creative ID column. To find your creative IDs, simply run a report from the main Creatives grid with the relevant columns included.

When building your bulksheet for either creation or editing of RSAs, you can use the following bulk headers:

  • [Headline 1] through [Headline 15]
  • [Description Line 1] through [Description Line 4]  
  • [Headline Pinned to Position 1]
  • [Headline Pinned to Position 2]
  • [Headline Pinned to Position 3]
  • [Description Pinned to Position 1]
  • [Description Pinned to Position 2]

I hope this all eases your mind about the transition from ETAs to RSAs. The idea behind RSAs is basically constant, dynamic AB testing and ad personalization, which sounds great in theory. I expect this shift to lead to improved ad performance and easier management through automation.

The paid search experts at Marin are always eager to help clients, new and old, navigate the ever-changing search landscape. Click here to schedule a demo with us and learn more about what Marin can do for you!

In light of recent news on COVID coming out of the UK and US, such as plans for re-openings and increase in vaccine distribution, travel companies have seen a much-needed surge in vacation bookings.

The Guardian reported that Easy Jet flight bookings from the UK jumped 337% and package holidays surged 630% when compared with the previous week. In the U.S., a recent survey from TripAdvisor found that 80% of consumers planned to take at least one overnight domestic trip in 2021, with over 1/3 of respondents planning at least three.

A term coined in recent weeks, “revenge travel” is the latest buzzword for travel marketers to know about. Surveys suggest that people will want to travel as soon as they can, and this pent-up demand will likely result in similar booking surges around the world as each respective country communicates their road to recovery and timelines of normality.

How to Win:



  • Leading with Data


In April 2020, I wrote that Business Intelligence and First-Party Data was the vaccine to neutralize competitors. This is even more important now, as advertisers scramble to recover lost revenues. Airline marketers should be leaning on their Data & Analytics teams, requesting access to route codes, profitability metrics, and flight details to automate the creation and optimization of search and social campaigns. Similarly, those marketing the supply of accommodation should be leveraging internal catalogues, occupancy data, and room value to balance the supply & demand of bookings. This data offers little value in our current world, however, as we begin to see countries emerging from restrictions, and life returning to normal, using this data to power your performance channels will be pivotal.

The travel ecosystem is dictated by supply & demand. Marketers, all the more, need to integrate the supply & demand equilibrium to their performance program to ensure efficiency and competitiveness.


  • Enhanced Automated Optimization


The unknown ahead will likely lead to peaks and troughs in performance. Auction intensity will increase. Impressions and CPCs will rise. Firstly, advertisers need to get back to basics with account health and do this quickly.

Marin can collaborate with advertisers and agencies to find the ideal solution that leans into publisher optimizations while also leveraging first-party data, flexibility and control.


  • Cross-Channel Audience Alignment


Integrating your performance channels and viewing your data in a unified way is a start, but advertisers need to do way more to get ahead. Your audience data, and how you use it, is incredibly important.

By combining data with digital audience solutions, savvy travel marketers can connect with travellers better – and drive more bookings. Advertisers should be reviewing lifetime value (LTV) to understand how to communicate differently to varying value customers and optimize throughout the entire customer journey.


  • Reporting & Visualizing Data


As we see travel reopen, it is likely that we’ll see new “Top Routes” emerge and it’s pivotal that marketers stay on top of these changes. A great way to do this is to lean on a solution like Data Studio, Tableau or Looker. Customized dashboards in these tools can give you the data you need, right when you need it.

Did you know that Marin can easily send data to these tools?

Travel advertisers certainly have a mountain to climb to execute a recovery plan, and success is ultimately tied to each country’s reopening timeline. However, advertisers need to be agile and ready to capitalize on the recovery of travel.

Speak to a member of the Marin Team to understand how we can help you prepare for the return of travel today.

We’ve added nine new bidding and setup Insights to help advertisers get the most out of digital marketing campaigns and provide them with the tools needed to quickly implement those recommendations.

Here are the new recommendations:

  • Enhanced CPC Identifies Google campaigns using Marin Bidding or Manual Bidding without Enhanced CPC and allows you to easily enable the Enhanced CPC setting
  • Bid Caps: Identifies keywords, ad groups, product groups, and placements performing above the bid strategy efficiency goal whose bids are limited by the Bid Cap setting. Users can then disable or raise the Bid Cap setting unless there is a specific business case to maintain a maximum bid
  • Bid Floors Identifies keywords, ad groups, product groups, and placements performing below the bid strategy efficiency goal whose bids are artificially raised using the Bid Floor setting. Users can disable the Bid Floor unless there is a specific business case to maintain a minimum bid
  • Keyword Bid Overrides Identifies keywords on Bid Override that are in active Bid Strategies. Users can disable these Bid Overrides unless there is a specific business case for manual bid optimization
  • Bidding Reactivity Identifies Marin Bidding Strategies that are not using the Limit Bid Changes under X% setting. Users can enable the Limit Bid Change setting and set it to 25% for affected folders.
  • Keyword Count Identifies ad groups with more than 100 active keywords. Advertisers should segment keywords into multiple ad groups to improve keyword/ad relevancy
  • Ad Count Identifies ad groups with less than 3 active ads. The publishers recommend maintaining at least 3 active ads in each ad group.
  • Invalid Credentials Identifies publisher accounts that require a password update in Marin.
  • Sync Errors Identifies campaigns that have fallen out of sync with Marin.


All Insights are available under the top-level Insights tab, next to your Home tab. For more details about Marin’s Automated Insights check out our original launch announcement.

What are Automated Insights?


There are a lot of moving parts to a digital marketing campaign. So many that it’s hard for even an experienced marketer to know what they need to do to get the best results from their campaign. Collecting data, recognizing the trends for optimization and other paid search strategy efforts often do not come as quickly as advertisers would like. That’s where we come in.

Marin has been providing account insight to our customers for over 10 years and now we are delivering these powerful, actionable recommendations directly in the MarinOne platform.

Insights are automatic, tailored recommendations that help advertisers get more out of digital marketing campaigns and provide them with the tools needed to quickly implement those recommendations.

Automated Insights in MarinOne are designed to

  • uncover opportunities to reduce wasteful spending
  • capitalize on additional volume in high-performing areas
  • Implement learnings from one channel to another


How Insights Work


Each Marin Insight is a customized, cross-channel recommendation designed to increase your campaign’ performance. Unlike recommendations from the publishers, Marin Insights look across channels to identify the most efficient areas of improvement or to highlight where a learning in one publisher can be implemented in another. We also focus on recommendations that align with your business goals, not just increasing spend.

To help you prioritize your work, Marin Insights are always presented with a corresponding performance change. With this information you can easily tell how your account may change as a result of implementing and insight. These performance forecasts are built by analysing recent performance of campaigns, ads, keywords, and products and benchmarking that against the overall account performance.



If your account is tracking revenue data the forecasts will be reflected in terms of predicted change in Revenue and Spend. If your account does not currently track revenue, the prediction is in terms of Conversions and Spend.

Insights are updated daily based on performance data over the most recent four weeks so you never have to worry about wading through old materials.

What Insights Help You Do


Each Marin Insight is presented along with a downloadable report that enables you to go from insight to action. Each report can be uploaded back into MarinOne to apply the recommendation. This workflow gives you flexibility and the ability to accept or reject each recommendation at the most granular level.

Examples of our Insights Include:

Ad Copy Optimization - Identifies the individual word with the most clicks across an ad group's keyword set and determines if that word is included in the highest-traffic creative.

Ad Optimization - Identifies underperforming ads using the KPI and statistical confidence in your A/B test settings.

Budget Capped Campaigns - Identifies high performing campaigns limited by their daily budget.

Keyword Expansion - Identifies non-exact match search terms performing at a lower cost-per-conversion than their parent campaign based on Google conversion tracking.

Keyword Match Type Expansion- Identifies high performing keywords that do not exist on more specific match types.

Keyword Publisher Expansion - Identifies top-performing keywords that are not being leveraged in Bing.

Negative Keyword Expansion - Identifies non-converting search terms based on Google conversion tracking with a statistically significant amount of clicks.

Single Keyword Ad Groups - Showcases which keywords have significant mobile performance to move each into their own ad group so it can get its own mobile bid.

Top Performing Products - Identifies shopping products performing above average within their product group and should be moved to a dedicated product group for additional control.

Key Benefits:


Highly Qualified Recommendations - Volume and performance criteria result in recommendations that are expected to provide meaningful impact to your bottom-line performance.

Performance Predictions - Incremental spend, conversion, and revenue estimates allow you to prioritize your time on recommendations that will have the most impact.

Platform-Ready Exports - Downloadable reports allow you to review Insights at the most granular level. We've also made it easy to implement the recommended changes using a bulk upload.

Click on the Insights tab in MarinOne to see your personalized recommendations today!

If you aren’t yet a Marin customer, reach out today to learn about everything Marin has to offer.

Who Are the Big Four?


The digital marketing landscape has become more and more consolidated into “The Big Four” publishers — Amazon, Apple, Facebook, and Google.

These entities have a vested interest in keeping each other at arm’s length and they will continue to silo their data from each other. This means if you are relying on publisher-owned tools (Like Facebook Ad Manager, or SA 360) for your digital marketing management and bidding optimization, you will not be able to connect the dots for activities that jump from one silo to another and will be missing conversion data as a result.

Marin is able to work with, and across, all technologies in the space. This allows us to create cutting-edge features — like our Marin + Amazon Attribution feature, in order to provide advertisers a consolidated view of their Search, Social, and eCommerce activities alongside conversion data — regardless of where that conversion occurs.

If you have any tracking challenges or want to discuss how Marin can ensure you are effectively reporting and optimizing to a complete ROI for all your digital marketing initiatives — don’t hesitate to reach out today to speak with a Marin Expert.







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