Google Introduces Responsive Search Ads

Estimated Reading Time 3 minutes

Back in early 2017, Google phased out their standard text ads in place of expanded text ads, offering almost double the amount of ad space. A year and a half later, Google are testing another new search ad format, responsive search ads.

 

What are responsive search ads?

 

Responsive search ads are currently in Beta in the new AdWords interface (notice how Google are being clever in forcing users to use the new interface…) and are currently only available to certain advertisers.

The idea behind the responsive search ads is that advertisers create just one advert, with up to 15 headlines and 4 descriptions, and Google will automatically decide which variant to show based on the perceived performance.

“..over time, AdWords will automatically test different combinations and learn which combinations perform best.” Google Support

While headlines and descriptions can appear in any order by default, it’s possible to ‘pin’ them to specific positions, to have control over where they should appear.

pinning descriptions responsive search ads

 

Why should I use responsive search ads?

 

One of the biggest factors of these new ad formats is the amount of real estate that can be taken up with them. It’s possible that the ads could well appear with three 30 character headlines, and two 90 character descriptions, rather than the now-standard 2 30 character headlines and a single 80 character description.

Another benefit, is that due to the amount of possible variants, it’s likely that Google can show a much more relevant ad to users based on their search query.

Responsive Search Ads

Best practices for responsive search ads  

  • Keep your headlines relevant to the keywords in your ad group, including them where you can
  • Remember, headlines can appear in any order – so make sure they make sense in any order
  • Try to make each headline or description different: use different call to actions, USPs, offers, benefits, etc

With so many possible variations and the dynamic aspect to these new responsive search ads, advertisers will need to think more cleverly about how their ads may appear. For more information on responsive search ads and how you can further grow your business through PPC, contact a member of the team today.

Sophie Burrows
Sophie is a rising star in the Google eco-system. With over 5 years’ experience, Sophie is fast becoming a recognised paid search (PPC) specialist in both Google AdWords and Bing Ads. With numerous qualifications in Digital Marketing and Planning under her belt, Sophie is in demand as pragmatic problem solver and can show immense return on investment (ROI) where others could not. Sophie’s skills lie in understanding a brief and delivering exceptional results for her clients. A true digital maven.
What are your plans for 2019? As an award winning business we specialise in help
What are your plans for 2019? As an award winning business we specialise in helping your brand engage with your customers - wherever they are. Learn more @digitalclarity #googlepartners #digitalagency #socialagency #ppc #seo #analytics #winners #instagrammarketing #facebook

Posted 1 day ago.

What are your plans for 2019? As an award winning business we specialise in helping your brand engage with your customers - wherever they are. Learn more @digitalclarity #googlepartners #digitalagency #socialagency #ppc #seo #analytics #winners #instagrammarketing #facebook

×
Post meeting catch up with Mel #nottinghill
Post meeting catch up with Mel #nottinghill

Posted 1 day ago.

Post meeting catch up with Mel #nottinghill

×
What do people see when they search for your brand? Learn more about the power o
What do people see when they search for your brand? Learn more about the power of content and seo @digitalclarity #seo #content

Posted 5 days ago.

What do people see when they search for your brand? Learn more about the power of content and seo @digitalclarity #seo #content

×
If you want to smash 2019 online, talk to the experts who can help. Contact @dig
If you want to smash 2019 online, talk to the experts who can help. Contact @digitalclarity and watch your brand fly! #digitalmarketing #ppc #seo #socialmedia #analytics

Posted 1 week ago.

If you want to smash 2019 online, talk to the experts who can help. Contact @digitalclarity and watch your brand fly! #digitalmarketing #ppc #seo #socialmedia #analytics

×
Tonight is all about winners. Anyone who has come this far has already won. Big
Tonight is all about winners. Anyone who has come this far has already won. Big shout out to @s0phieburrows @rachelmepham and the whole team @digitalclarity #winners #uksearchawards #searchawards #dontpanic #dontpanicevents #london

Posted 2 weeks ago.

Tonight is all about winners. Anyone who has come this far has already won. Big shout out to @s0phieburrows @rachelmepham and the whole team @digitalclarity #winners #uksearchawards #searchawards #dontpanic #dontpanicevents #london

×
Tonight’s the night! We are absolutely delighted to be shortlisted amongst our
Tonight’s the night! We are absolutely delighted to be shortlisted amongst our peers in the category for ‘Best Use of Data’. Good luck to all! 🤞🏼🏆

Posted 2 weeks ago.

Tonight’s the night! We are absolutely delighted to be shortlisted amongst our peers in the category for ‘Best Use of Data’. Good luck to all! 🤞🏼🏆

×
Congratulations @lewishamilton on winning the Abu Dhabi Grand Prix to end the se
Congratulations @lewishamilton on winning the Abu Dhabi Grand Prix to end the season in which he clinched his fifth (5th) world championship 🏆🏆🏆🏆🏆 #f1 #granprix #abudhabi #abudhabigp #mercedes #mercedesamg #🇬🇧

Posted 2 weeks ago.

Congratulations @lewishamilton on winning the Abu Dhabi Grand Prix to end the season in which he clinched his fifth (5th) world championship 🏆🏆🏆🏆🏆 #f1 #granprix #abudhabi #abudhabigp #mercedes #mercedesamg #🇬🇧

×
Post client meeting mulled wine and mince pie to get into the festive spirit
Post client meeting mulled wine and mince pie to get into the festive spirit 🍷🎄

Posted 3 weeks ago.

Post client meeting mulled wine and mince pie to get into the festive spirit 🍷🎄

×