03 Mar Best Practices For Google’s Responsive Search Ads
Responsive Search Ads first became available to advertisers in October 2019, offering a new ad type in the search ad format using dynamic ad copy. Responsive search ads solve one of the most common pain points for advertisers: wasted time spent writing different variations of ad copy. So how does it work, and how do advertisers use it to create ads?
First, the advertisers input several different headlines and descriptions, and machine learning algorithms test different combinations of each headline and description. As a result, the algorithm can optimize the ad copy and find the best performing combinations to drive leads. Let’s walk through how the tool works and some of the main benefits of creating a responsive search ad.
Advertisers can input up to 15 headlines and four descriptions, and the tool automatically compiles the objects into the ads displaying three headings and two descriptions at a time. This helps advertisers avoid the tedious act of writing multiple versions of ads and saves time when optimizing campaigns. You can view the performance of different ad combinations on the “view assets details” tab.
It’s a good idea to test the new ad format on your existing text ads. Google recommends using at least one responsive search ad per group.
Let’s highlight some advantages of using this Ad Format.
Benefits of Responsive Search Ads
1. Save time and test various ad copies with ml algorithms. This cuts down on the monotonous work of writing ad copy for each group.
2. Customize the position and combinations of headlines. While the ml algorithm automatically tests and combines different headlines and descriptions, advertisers can still choose the position of the ads and where they show them. You can pin headlines and descriptions within the interface, which is helpful if you want to place a particular headline at the beginning of the sequence.
3. Use ML algorithms to distinguish the best performing combinations.
Best Practices For Responsive Search Ads
To get the most out of the new tool, follow some of these best practices:
1. Input seven to eight headlines. This gives Google ML more variants to assemble the best performing ad.
2. Use keywords in your headlines. Include a few top-performing keywords in your headlines. 2-3 keywords in your headlines work best.
3. Create headlines that meet the character limit. Your headlines don’t always need to meet the maximum character limit; you can vary them in length. Note that the size of the ad changes depending on the type of device displaying your ad.
4. Do not duplicate your call to action, since the tool can show two descriptions at the same time.
Responsive search ads allow digital marketers to leverage google machine learning algorithms. As a result, you can optimize ad copy and discover combinations of headlines and descriptions that increase clicks and drive potential customers to your website and increase conversion rates. To learn more about Google SEM tools, read our comparison on Search Ads 360 and Google Ads.