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.
In many cases, the leap to achieving great things is in our own mind. So it is a
In many cases, the leap to achieving great things is in our own mind. So it is also in our control to change those thoughts #digitalclarity #saturday #reflections #positivevibes #positivequotes

Posted 20 hours ago.

In many cases, the leap to achieving great things is in our own mind. So it is also in our control to change those thoughts #digitalclarity #saturday #reflections #positivevibes #positivequotes

×
Steve Jobs said “Design is not just what it looks like and feels like. Design
Steve Jobs said “Design is not just what it looks like and feels like. Design is how it works.” In our continually complex and evolving digital economy, good design helps engage and trigger an emotional connection. Learn more #digitalclarity #digitalmarketingagency

Posted 1 day ago.

Steve Jobs said “Design is not just what it looks like and feels like. Design is how it works.” In our continually complex and evolving digital economy, good design helps engage and trigger an emotional connection. Learn more #digitalclarity #digitalmarketingagency

×
We met a client who been going round in circles for 4 years. With a digital audi
We met a client who been going round in circles for 4 years. With a digital audit, careful analysis and executing our strategic plan, the client increased revenue and profitability for their business. In a commoditised market don’t trust your brand to amateurs - deal with the best. Learn more #digitalclarity #strategy #analytics #planning #seo #ppc #digitalmarketing #socialmedia

Posted 2 days ago.

We met a client who been going round in circles for 4 years. With a digital audit, careful analysis and executing our strategic plan, the client increased revenue and profitability for their business. In a commoditised market don’t trust your brand to amateurs - deal with the best. Learn more #digitalclarity #strategy #analytics #planning #seo #ppc #digitalmarketing #socialmedia

×
Be yourself, everyone else is taken. To stand out from the crowd you need authen
Be yourself, everyone else is taken. To stand out from the crowd you need authenticity. Learn how we help brands leverage their natural self to become powerful players in Social Media and Digital Marketing #digitalclarity #authenticity #socialmediamarketing

Posted 3 days ago.

Be yourself, everyone else is taken. To stand out from the crowd you need authenticity. Learn how we help brands leverage their natural self to become powerful players in Social Media and Digital Marketing #digitalclarity #authenticity #socialmediamarketing

×
Photo courtesy @mariotestino - Karl Lagerfeld, Chanel fashion designer, dies age
Photo courtesy @mariotestino - Karl Lagerfeld, Chanel fashion designer, dies aged 85 #rip #karllagerfeld #fashion #chanel #fendi

Posted 4 days ago.

Photo courtesy @mariotestino - Karl Lagerfeld, Chanel fashion designer, dies aged 85 #rip #karllagerfeld #fashion #chanel #fendi

×
Posting on social channels doesn’t guarantee sales. Here @digitalclarity we an
Posting on social channels doesn’t guarantee sales. Here @digitalclarity we analyse the user journey and plan engagement and execution. Learn more about growing your brand and increasing revenue 📶💵 #digitalclarity #engagement #sales #digitalmarketing #socialmediamarketing #analytics

Posted 4 days ago.

Posting on social channels doesn’t guarantee sales. Here @digitalclarity we analyse the user journey and plan engagement and execution. Learn more about growing your brand and increasing revenue 📶💵 #digitalclarity #engagement #sales #digitalmarketing #socialmediamarketing #analytics

×
The aim of great marketing is to know and understand the customer so well the pr
The aim of great marketing is to know and understand the customer so well the product or service fits and sells itself #mondaymotivation #mondayquotes #monday #motivation #hustle #riseup #motivationalquotes #digitalclarity

Posted 5 days ago.

The aim of great marketing is to know and understand the customer so well the product or service fits and sells itself #mondaymotivation #mondayquotes #monday #motivation #hustle #riseup #motivationalquotes #digitalclarity

×
With around half of all website traffic being mobile and almost 40% of transacti
With around half of all website traffic being mobile and almost 40% of transactions now occurring on portable devices across Western Europe. Mobile is IMPORTANT – yet brands still don’t pay it enough attention. Learn to reduce bounce rate and engage customers @digitalclarity #mobile #mobileux #ux #uxdesign #design

Posted 1 week ago.

With around half of all website traffic being mobile and almost 40% of transactions now occurring on portable devices across Western Europe. Mobile is IMPORTANT – yet brands still don’t pay it enough attention. Learn to reduce bounce rate and engage customers @digitalclarity #mobile #mobileux #ux #uxdesign #design

×