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Over the past year, the world of paid advertising has evolved significantly, with many new tools and features now offering advertisers more dynamic ways of reaching their audiences.
One of the biggest changes in Google Ads was the introduction of Responsive Search Ads (RSA). While there has been some mixed reaction to this new feature, it certainly shows a lot of promise.
Let’s find out what you can do with it.
Traditional ads in Google’s platform were considered a little limited by some people, with Expanded Text Ads restricted to two headlines and a single 80-character description line.
With the launch of google responsive search ads, Google is offering a wider scope for creativity. Now, you can create:
In a static ad, these headlines and descriptions would be displayed to every viewer that sees your ad. However, with responsive ads, you can create a maximum of 15 different headlines, plus 4 different description lines.
After creating your headlines and descriptions, Google Ads will assemble the text into multiple combinations.
Then, artificial intelligence (AI) does the rest, effectively shuffling the combinations so that users always see the version of your ad that is most closely aligned with their needs and interests. Incredibly, the 15 headlines and 4 descriptions can be arranged in over 40,000 unique permutations!
The platform tests various combinations over time and uses machine learning to determine the most effective combinations and most relevant ad versions for specific search queries.
So, once the initial creative process is complete, Google’s AI does the grunt work. This presents several great benefits for you and your business.
Having the option of using multiple headlines and descriptions hands an exponential boost to your ads, especially in a competitive market. Here are some key advantages of responsive search ads.
Firstly, you have more space in the base content, with three headlines compared to two, and two 90-character description fields rather than a single 80-character line.
Once you decide to employ Responsive Search Ads, you can create up to 15 headlines and 4 descriptions, which means you have a lot of flexibility for testing different ideas.
With more options up front, you can test out a lot more ideas in a short space of time. Through machine learning, Google Ads will help determine the best-performing ads.
The nature of machine learning is that it gets smarter over time as it collects more data. Furthermore, it does not make the same mistakes that humans do. This ensures that your ads will become more optimized as time goes on, so you can offer more targeted, engaging ads for each segment of your audience.
Responsive Search Ads tend to attract a higher clickthrough rate (CTR) than standard ads. This is because they show up in more searches, and also because they are more relevant to viewers.
Therefore, they will attract more clicks, and probably result in more conversions.
The benefits of additional headlines and descriptions are clear, and it’s hard to deny the advantages that machine learning brings to the game in terms of optimization and ad performance.
But you still need to do your bit. Here are a few things to consider with your creative input to ensure you give your responsive search ads the best chance of delivering great results:
In order to get the most out of responsive search ads, Google offers the following tools for reporting and feedback:
The move to automation is nothing new, and in Google Ads, it is good news for marketers. From smart campaigns and automated bidding to responsive search ads, AI and machine learning are helping advertisers create more dynamic, engaging, optimized ads.
Ultimately, the immense power of AI is making paid advertising easier, which makes it more likely that your ads will succeed. While many people struggle with the idea of handing over more control of their Google Ads accounts to the machine, the benefits are worth it.
Not only will you have more effective, optimized Google Ads, but you will also have more time to focus on audience analysis, as well as more click data from all the relevant traffic responsive search ads help you attract.
You can use the PPCexpo Reports Library to dig deep into your data to gain new insights into what your customers want.
Make 2019 the year you embrace automated advertising.
Responsive search ads let you create an ad that adapts to show more text–and more relevant messages–to your customers. Enter multiple headlines and descriptions when creating a responsive search ad, and over time, Google Ads automatically tests different combinations and learns which combinations perform best.
Google Ads tests various combinations of these headlines and descriptions to find the ideal combinations. Responsive search ads also adapt to match the search terms used more closely. Google has made responsive search ads as default type now in Google search campaigns.
To make use of responsive search ads, an advertiser must define at least three headlines and two descriptions. Google will then attempt to combine headlines and descriptions to create an ad that most closely matches a user’s search query, as they explain in their support pages.
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