Google Ads RSA updates with Search Term Categorization in 2025

Google Ads RSA Update 2025

The Google Ads Updates RSAs with New Search Term Categorization in 2025 is a major step toward smarter campaigns. This article explains the change, gives real-world examples, actionable tips, and ensures compliance with Google’s policies and best practices for Indian publishers.

What’s New in 2025?

Starting July 2025, Google Ads rolled out Search Term Categories (STCs) for Responsive Search Ads (RSAs). Instead of reporting each query, Google now groups search terms into intent‑based categories and subcategories, showing aggregated metrics like CTR, conversions, impressions, and volume over 56‑day windows.

Benefits at a glance:

• Better understanding of user intent, not just keywords.

• Aggregated insight simplifies huge term lists.

• Helps optimize RSA headlines, descriptions, bidding based on categories.

• Especially effective when using Broad Match targeting.

Why Search Term Categories Matter

Group Intent, Not Just Terms

With the new tool, advertisers shift focus from thousands of individual phrases to thematic patterns:

• Example categories: “Price‑sensitive shoppers”, “Product support queries”, “Local availability Udaipur”.

• Metrics like conversions per category help prioritize budget.

Better RSA Messaging

By mapping top categories to RSA assets:

• Tailor headlines to intent (e.g. “Affordable Studios in Mumbai”, “24×7 Delhi Support”).

• Adjust descriptions based on what categories convert better.

Real‑World Insight

A Delhi-based travel brand used STCs:

• “Weekend package Pune” category had 20% higher conversions.

• They created headline variants like “Weekend Escape: Pune Deals”, increasing CTR by 15%.

How to Use STCs Step‑by‑Step

1. Access STC Insights

• Go to RSA asset details in Google Ads.

• View Search Term Categories section.

2. Analyze Category Metrics

Look for categories with high CTR and conversions or rapidly rising volume.

3. Optimize RSA Assets

• Add headlines/descriptions targeting strong categories.

• Test A/B style variants.

• Use pinning sparingly: pin only when needed for policy or compliance.

4. Refine Bids and Negative Keywords

• Bid more aggressively on high‑conversion categories.

• Exclude low‑performers by adding negative keywords (e.g. generic support terms with low ROI).

5. Monitor Trends Over Time

• STC data updates on 56‑day windows.

• If a category dips, review messaging or landing pages.

RSA and Automation Best Practices

Use All 15 Headlines

Google recommends using up to 15 headlines and 4 descriptions per RSA to maximize AI’s testing power.

Asset‑Level Reporting

New reporting now shows impressions, clicks, cost, and conversions for individual RSA headlines and descriptions, across Search, PMax, and Display campaigns.

Balance Automation and Control

• Let Google learn—but review Ad Strength and asset performance.

• Use A/B tests across RSAs in same ad group.

• Avoid over‑pinning: Let AI optimize messaging where allowed.

Ensure Policy Compliance (AdSense & Ads)

Follow Google Ads, AdSense, and Analytics guidelines:

• STC insights do not expose individual user queries—consistent with privacy thresholds.

• Avoid pre‑filled search or artificial query generation; only genuine user search triggers ads.

• For AdSense publishers using RSAs or custom search engines:

  • Make sure search ads appear only on legitimate search result pages.

  • Do not incentivize clicks or manipulate user input.

  • Use only one search ad request per user action, and no mixing of ad types on the same page.

Actionable Tips for Indian Advertisers

• Use intent keywords: E.g., “low‑cost sugar mill repairs in Pune” instead of generic “repair”.

• Local targeting: Segment by cities or regional interests.

• Leverage seasonality: Festival periods—Diwali sales, Durga Puja offers—create category‑specific messaging.

• Iterate monthly: Refresh headlines, adjust bids, pause underperforming assets.

Summary Table: New vs Old RSA Reporting

Example Scenario: E‑commerce India Brand

Brand: An online retailer of Ayurvedic supplements based in Bengaluru.

• Issue: Generic keywords (“supplements”) attracted many clicks but low sales.

• STC insight: Category “Hair growth supplement Bangalore” had high conversions.

• Action:

  • Added RSA headlines: “Ayurvedic Hair Growth in Bangalore”, “100% Natural Hair Oil Bengaluru”.

  • Increased bid on that category, added negative keywords for unrelated health conditions.

• Result: Sales from that segment increased by 25% in 60 days; CTR improved by 7%.

Conclusion

Google’s Search Term Categories for Responsive Search Ads in 2025 marks a significant shift in how campaigns are analyzed and optimized. For Indian advertisers:

• It brings clarity and control over user intent.

• Helps design ad messaging that resonates.

• Drives efficiency by focusing bids on meaningful segments.

• Fully aligns with Google Ads, AdSense & Analytics policy (no privacy risk, legitimate query triggers, no ad misuse).

Call to Action

If you’re running RSAs in Google Ads or monetizing search with AdSense:

• Enable STCs beta (if not already visible).

• Review your top categories today.

• Update RSA assets and bids accordingly.

• Monitor performance, iterate monthly.

• Ensure full compliance with policy rules to avoid violations.

Want to dive deeper into applying STCs to your campaigns or search ad monetization? Let me know—I’d be glad to help you craft optimized RSA messaging or audit your setup for maximum ROI and policy compliance.