Google Introduces Responsive Search Ads (beta)

Posted on Nov 13, 2018

What are responsive search Ads?

Google has introduced a new feature to their online advertising platform – drum roll pleaseResponsive Search Ads. Google updated their Ads Editor to version 12.3 and introduced their new feature – Responsive Search Ads. It’s now available for testing although not available to all. In the meantime, it’s still a work in progress and will learn and improve over time.

How can responsive search Ads benefit you?

Google developed Responsive Search Ads to be more useful and time-effective. Google’s Machine Learning (ML), an application of artificial intelligence (AI), is used to power this feature. ML runs, tests and optimises several Ad combinations with various headlines and descriptions for the top performing combo. So you don’t have to lose valuable time from humdrum A/B testing and furthermore, boosting Ad performance is less challenging. This feature only requires one special ingredient to get the mix just right: your creativity. Mix together creative flair with Google’s ML and voilà, relevant Ads with added value hot off the stove.

To summarise:

  • Create flexible Ads
  • Productive and effective use of time
  • Optimisation using machine learning
  • Extend reach to prospect customers
  • Increase Ad size and relevancy
  • Boost Ad group performance

Google does the hard work for you! All you have to do is create headlines and descriptions. The more variations entered, the better Ad combinations that Google’s ML can produce. Increasing click-through rates (CTR), reducing Ad spend and producing more relevant Ads for your target audience is successfully reached.

Tips on how to Create Effective Responsive Search Ads

  1. Create and add five distinctive, non-repetitive headlines.
  2. Add more headlines (8 to 10 headlines is recommended; include a keyword in at least two headlines).
  3. Ensure at least three headlines do not include keywords. We suggest accentuating products, services, delivery or return information instead, so try highlighting these key features and benefits.
  4. Vary the lengths of your headlines, you don’t have to use the maximum character count for each headline.
  5. Create a few distinctive descriptions and add at least two.

Insight tools are available to use at your disposal and will help transform headlines and descriptions into fully-fledged, effective Ad combinations. You can use reporting, feedback and preview tools to analyse, review, improve and see how your Ad will be shown. The Ad strength tool determines the effectiveness and is measured by relevance, quantity and diversity. You can also view reporting for headlines, descriptions and the best combinations according to what shows up most consistently on the search results page.

Building a Responsive Search Ad

There are six images below demonstrating and outlining what the process of creating a responsive search Ad looks like, step by step.

1. Enter the final URL.

Responsive Search Ads
2. Write your first 3 headlines.

Responsive Search Ads
3. Add more headlines.

Responsive Search Ads
4. Create variations of your headlines.

Responsive Search Ads
5. Add descriptions.

Responsive Search Ads

6. Preview your Ad.

Responsive Search Ads

For this beta version, bear in mind, that only Ad groups with pre-existing text Ads can include Responsive Search Ads. Google Ads can show headlines and descriptions in any order, as a result of this, they need to make sense simultaneously and in isolation. It’s fair to say this beta version may require more test runs.

At Fresh Pies, we’re happy to give our expert advice to help you run a successful Google Ad campaign including maximising Responsive Search Ads. So if you need assistance and have any queries or simply need some friendly guidance why not give us a call on 020 7112 9117.