What Are Responsive Search Ads?
Ads that are responsive to searches allow you to automatically customize your headlines and descriptions to create the most effective pairing for your directed ads. This is a simple way to improve your automated PPC ads by making strategic changes.
Google automatically finds the best combinations of ads for responsive search ads, and gets rid of ads that don’t work well. This means that you will no longer have to search through piles of data, compare advertisement sets, and rely on chance for your ROAS.
With responsive search ads, you can:
- Deliver the right message at the best time
- Optimize your ad process and save time
- Boost your engagement metrics with accurate reports
- Reach more customers with varied headlines that allow you to compete in more auctions and queries
Responsive search ads are more likely to be clicked on than regular ads. This happens because they provide consumers with relevant, targeted content and appear more often in consumer searches.
Responsive Search Ads vs Extended Text Ads
Up until 2017, the Google advertisement program was called AdWords, and there was only one type of search ad: standard text ads. Standard text ads only offer one headline and two description lines, with 95 characters in total.
Advertisers can now include more ad extensions, explain their offer in 140 characters, and include two headlines in their ads. If you are familiar with Google Ads, then you probably think of Extended Text Ads when someone mentions it.
Even though paid ads can be a great way to test the waters if you are new to advertisement, they do have some flaws. you’d be out of luck If you want to test different copy to see which one your audience responds to better, you would need to set up multiple ads. If you can’t explain the benefits of your offer in less than 150 characters, you would be out of luck.
All of this is going away. The default search ad type is changing from extended text ads to responsive search ads.
You will not be able to create extended text ads starting on June 30th. Of course, Google won’t stop supporting them. If you’ve been using them for a while, you can still edit, pause, or activate them. If you’re very interested in them, you can keep experimenting until you find the best ad to keep running even after June.
Be aware that your ad views and conversions may go down when using expanded text ads. As more and more searchers use responsive search ads, the competition to have your expanded ad shown will increase.
While some people have been speculating about the sudden ending of extended text ads, Google’s explanation makes sense. The way people search is changing and evolving, so Google Ads have to change and evolve too.
Responsive search ads allow businesses to target a new generation of potential customers who value different things when deciding whether or not to purchase a product.
How Big Are Responsive Search Ads?
Google’s responsive search ads allow advertisers to show more text than traditional expanded text ads. The ads can have three headers at 30 characters each and two descriptions with 90 characters each. This is nearly twice the size of a regular expanded text ad.
Google provides up to 15 different headlines and four description options to help you optimize your adverting. This gives you the ability to create 40,000 different variations of your product to better fit your customer’s needs.
How to Create Responsive Search Ads
You can create responsive search ads in your Google Ads account easily. It is important to keep up with Google Ad hacks to ensure your return on investment is high.
Open Your Google Ads Account
You’ll see adding an image to your ad is as easy as clicking the “Image” icon. In your Google Ads dashboard, on the left of the screen, click the “Image” icon to add an image to your ad. There is an option to use the responsive search ad creator. This feature may not be accessible to you if you don’t see this function. Contact Google to find out what your options are.
Create Your Responsive Search Ad Headlines
Next, begin adding your headlines into the open lines. Make sure your headlines are unique when you are testing your copy so that you can get accurate results. If all of your headlines are similar, you might not be getting an accurate idea of how your campaign is doing.
The greater the number of headlines you provide, the more likely it is that Google will display ads that are most relevant to users’ search terms.
Pin Relevant Headlines
You can pin the headlines you want by choosing the pin icon next to the headline. You can control the order in which headlines appear on your website, rather than relying on Google to determine the order.
Here, you have the option to put your headline in the first, second, or third spot. If you decide to pin only one headline, it will block other headlines from being used in that spot. Google suggests that responsive search ads should only be used by experienced advertisers, as it will limit the effectiveness of the responsive search ad software.
Add Your Responsive Search Ad Descriptions
Google will allow you to enter up to four descriptions, and will show up to two descriptions at a time in your ads.
You can pin descriptions in the first and second positions, similar to your headlines.
To get the most out of your responsive search ads, it’s best to use more headlines and descriptions. These ads are designed to test and optimize your copy. The more information you give Google, the more personalized their services can be for you.
Benefits of Responsive Search Ads
In addition to Google’s responsive search ads, there are also many other variations of ad combinations that can be used to give you insights.
Google is making it easier for you to find the most effective content for your ads by doing the heavy testing for you. Not only does this save you time, but you can also use the data in future campaigns.
The best part? Google does all of this for free. All you need to do is pay your regular debts and let Google take over from there.
What Types of Businesses Can Benefit From Responsive Search Ads?
If you are already running Google PPC ads and testing different copy and content variations, you can benefit from responsive search ads.
If you use Google’s AI capabilities to create and test ads, you can spend more time growing your business. You can also use data from your ads to improve other areas of your business.
Tips for Creating Headline and Text Variations for Responsive Ads
Even though responsive search ads will automatically adjust and improve based on machine learning, they will not work properly if you don’t have good headlines and descriptions to start with.
Running successful responsive search ads starts with your copy. Here are a few tips for creating compelling RSA copy:
Use Unique and Varied Headlines
You should create different types of headlines so Google can test them and see which ones work best. Make sure your headlines are different from each other and don’t use similar wording.
The Ad Strength meter will tell you how well your headlines perform.
Benefits of Responsive Search Ads
Google’s intelligent machine learning paired with responsive search ads can give you insights into thousands of variations of ad combinations.
Google is doing the work of finding effective content for your ads instead of you having to do it. This not only saves you time, but also provides data that can be used in future campaigns.
The best part? Google does all of this for free. You just need to keep paying your normal PPC fees and Google will take care of the rest.
What Types of Businesses Can Benefit From Responsive Search Ads?
If you are already using Google PPC ads and testing different variations of copy and content, then you can benefit from responsive search ads.
Google’s AI can help you create and test ads quickly, so you can spend more time growing your business. The data you collect can be used in many areas of your business.
Tips for Creating Headline and Text Variations for Responsive Ads
Although responsive search ads can be left to run without much supervision after being set up, they won’t perform as well as they could if you don’t have well-written headlines and descriptions.
Running successful responsive search ads starts with your copy. Here are a few tips for creating compelling RSA copy:
Use Unique and Varied Headlines
You need to create different headlines for your Google ads so that it can test them properly. Do not use the same wording or similar phrases in your headlines. Try to make each headline unique.
You can see how strong your headlines are by checking the Ad Strength meter in the upper-right corner of your screen.
Key Differences Between Extended Text Ads and Responsive Search Ads
| Responsive Search Ads | Extended Text Ads | |
| Headlines | Up to 15 | Up to 3 |
| Descriptions | Up to 4 | Up to 2 |
| Maximum ad length | 300 characters | 150 characters |
| Control | Low | Complete |
Now, with Google Ads, you can control your ad campaigns more easily than ever before. Although Google Ads’ machine learning capabilities are strong, responsive search ads are even better. Although this might sound like a lot of work, it doesn’t mean that your ad campaigns will be left on autopilot. There is still research that needs to be done with keywords, ads, and optimization.
Responsive ads make it easier to target a wider range of devices with a single ad group.
New Elements of Responsive Search Ads
There are still some basic things that need to be done for search ads, like writing copy and targeting keywords. However, Google’s added a few things to the toolbox:
Ad Strength
When you create or analyze the performance of a Responsive Search Ad, you will see the Ad Strength indicator.
Although your Quality Score does not directly affect your advertising bidding and cost per click, the AI will eventually let you know if your ad is not up to par.
Ad Strength shows potential ad effectiveness. The Facebook Ads Manager will also provide you with recommendations on how to improve your ad before you publish it, or when you are editing it.
You’ll see specific suggestions such as:
- Headlines/Descriptions are too similar
- Add popular keywords to your descriptions
You’ll also see suggestions for other things that might be useful, like extensions, as well as specific ideas on how you could improve.
Although Google may not have the power to make your leads into satisfied customers, it does have access to data. Now, you can see what characteristics successful ads share.
Pinning
Your assets can appear in any order to searchers.
You can make sure some parts of your ad are always displayed by pinning them to your ad. You can maintain control, which can be especially helpful for things like call-to-actions.
Google will not show an ad unless it has a call-to-action.
Advantages of Responsive Search Ads
Secondly, responsive search ads enable searchers to see more relevant information. Searchers see more responsive search ads than any other type of ad, which enables them to see more relevant information. Why? They’re simply more relevant.
This type of advertising allows you to target leads with specific ads that address their individual needs. This means that their ad is clicked on more often, which in turn affects the quality score, which then affects how much you pay per click.
Secondly, you gain more flexibility. This means that if you insert 15 headlines and 4 descriptions into Google’s AI, there are over 40,000 potential combinations that it could use to serve your ads. There’s no way you could test all those combinations with manual A/B testing. But artificial intelligence can. This will give you an idea of what searchers are often looking for, providing insight into their journey.
The increased character count allows you to take up more space in the search results. Your leads will see more of your ads, or they will see them for a longer period of time. The more characters you have, the more opportunity you have to sell your product.
Finally, optimisation is the key to Google Ads success. There are many benefits to using RSA, including the ability to use AI to analyse your results. Though it may not hurt to listen to suggestions, I would always recommend that you take them with a grain of salt and do your own analysis.
