Learn about Google’s Responsive Search Ads! Google’s Responsive Search Ads have the potential to be your best friend in online marketing, but you have to use them right.
Google has changed the way it does ads for search campaigns. In mid-February, Google debuted responsive search ads, giving advertisers a powerful new tool in online advertising.
What is a Responsive Search Ad?
A responsive search ad is an ad that adapts to the user so that Google can put the most effective ad in front of a consumer.
Sounds great. How does it work?
When you create a responsive search ad, you can enter multiple headlines and descriptions. Google will test these in different combinations and learn which ones work best for which specific search queries. It’s in your best interests to input the maximum allowable, which are 4 descriptions and 15 headlines. Google’s machine learning will then determine which combos are most effective and use those.
Not only do they adapt to customer search queries, they adapt to long-term search trends. For example, during the pandemic, more search queries have highlighted concerns over safety measures. By adding a relevant headline and description to your responsive search ad, you can take advantage of that traffic. If what works best changes, then so will the headline and descriptions that appear in search results.
Does it work?
Preliminary data suggests responsive search ads work quite well. Multiple companies have reported increases in both clicks and conversions.
Google recommends using their product Ad Strength to ensure you’re getting the most effective ad. Make sure to use location insertion, as you want to attract customers who are within driving distance of your store. Google also suggests using Smart Bidding and broad match keywords to widen your reach.
Have you tried responsive search ads yet? If so, let us know how they worked for you in the comments.