Google wants you to use responsive search ads
Google’s responsive search ads received a makeover that could revolutionize the platform’s A/B testing and dramatically reduce advertisers’ workload.
At a glance, the new ad type will allow advertisers to create search ads with more text and automatically test different variations so that Google searchers see the best performing ad combination.
What are responsive search ads?
The responsive search ad is Google’s latest text ad type. One of the unique features is its use of machine learning to determine your most effective ad combinations.
Google does this by automatically testing different variations of your ad using the group of headlines and descriptions that you set.
It is worth mentioning that Google won’t always show all three headlines at once because it depends on the device the searcher is using.
A smaller screen size (like a mobile device) may only see two headlines. However, your responsive ads will always show at least two headlines and one description.
To sum up, the key takeaways:
- You can write up to 15 headlines and 4 unique descriptions
- The descriptions and headlines can lead to 43,680 versions of the same ad
- Automatic testing of different ad variations is done for free via Google’s machine learning
- Automatic selection of the ad is tailored to the user’s browsing history, device, and other behaviors
Benefits for advertisers
- The driving force behind these changes, Google says, is improved performance in advertising campaigns.
- This is achieved through the machine learning that Google performs on the multiple options that advertisers have submitted.
- As a result, Google’s learning can establish the best possible combination for the customers advertisers are trying to reach with their campaigns.
- Responsive search ads are also able to display more relevant text to customers; we will discuss more on how this is possible below.
- The complete removal of the necessity of manual A/B testing, helping to simplify the overall process of creating responsive search ads campaigns that will drive conversions.
- Adverts will also appear in more searches than is currently deliverable by standards Adwords campaigns.
While Google updating their products and services always causes mild concern amongst those who rely on the company for their marketing efforts, it’s fair to say that the introduction of responsive search ads is undoubtedly a positive one.
So if you have the option to begin experimenting with Google’s responsive search ads, it’s definitely worth a try.