RSA Ad Copy Completeness
What AdGradr checks
Section titled “What AdGradr checks”AdGradr evaluates every RSA in your Microsoft Ads account against five criteria: headline count (target 15, minimum 8), description count (target 4, minimum 2), pinning ratio (less than 50% of assets pinned), ad strength (“Good” or “Excellent”), and use of Bing-specific formats like multimedia ads and action extensions. Falling short on any of these areas triggers a finding in your report, with missing headlines and low ad strength flagged most heavily.
Why this matters
Section titled “Why this matters”Microsoft Ads uses the same RSA framework as Google, but most accounts are imported from Google and never optimized for Bing. That means they ship with Google’s asset mix and zero Bing-native formats. You leave performance on the table because Microsoft’s ad serving algorithm has fewer combinations to test, and Bing-exclusive placements (like multimedia ads) go unused entirely.
What good looks like
Section titled “What good looks like”- 15 headlines per ad group, with distinct messaging angles across them
- 4 descriptions that reinforce different value propositions
- Pinning used sparingly and only where message sequence matters (brand name in headline 1, for example)
- Ad strength rated “Good” or higher
- At least one multimedia ad or action extension configured per campaign
Common mistakes
Section titled “Common mistakes”- Importing from Google and calling it done. Google import brings over RSAs but not multimedia ads or action extensions. The account looks complete but misses Bing-native formats entirely.
- Over-pinning to control messaging. Pinning more than half of your headlines defeats the purpose of responsive ads. The algorithm cannot optimize what you lock down.
- Running the minimum asset count. Two headlines and one description technically work, but they give Microsoft almost nothing to test. More assets means more combinations and better auction performance.
How to fix it
Section titled “How to fix it”- Open each ad group and check headline/description counts. Add assets until you hit 15 headlines and 4 descriptions.
- Review pinning. Remove pins that do not serve a specific business requirement.
- Create at least one multimedia ad per campaign. These are Bing-exclusive and show image-rich ads on the Microsoft Audience Network.
- Add action extensions to campaigns where a clear CTA exists (request a demo, get a quote, shop now).
- Check ad strength weekly until all RSAs reach “Good” or higher.
When to ignore this check
Section titled “When to ignore this check”If you are running a single-product campaign with very specific messaging requirements, heavy pinning may be intentional. Likewise, some B2B verticals have so few viable headlines that 15 distinct assets is unrealistic. In those cases, aim for 10+ headlines rather than forcing low-quality filler.
Want someone to handle this? The Click Makers team manages Microsoft Ads accounts for companies spending $5K+/month. Get in touch to see if we are a fit.