Google’s new Responsive search ads could be a real boon. For many years marketers have been experimenting with different tools to make campaigns more profitable and effective. We’ve seen this in how marketers deployed A/B testing to increase conversions and land more sales. Yes, A/B testing yields results but not without flaws. With the new responsive search ads, AI will take over much of the task associated with analyzing reports, allowing marketers to focus on higher value tasks like branding, public relations, and customer management.
The days of rigid A/B testing are coming to an end. For some marketers, it can be intimidating having to use machines to make decisions. But if there’s one industry that can benefit most from machine learning, it’s the marketing industry. One great thing about Google’s new responsive search ads is that it makes the mundane tasks of testing ads and ads optimization easier. According to Google, you can create multiple descriptions and headlines for an ad, and over the long haul, AdWords will learn the combinations that most appeal to your target audiences. A study has shown that an ad is more likely to generate clicks and conversions when targeted at the right audience. The new responsive search ads do exactly that, by adapting your ads to more closely match the terms your prospects are using.
Although this new tool is still in beta and only available to some advertisers, Google advised that advertisers should closely monitor their ads as responsive search ads learn and improve. From what we’ve seen, our older ad accounts (3+ years ago) have been given access while we’re still waiting on the newer ones. Responsive search ads come with plenty of features including the ability to adapt ads to device widths, which allows advertisers to reach prospects regardless of device or platform. With the help of responsive search ads, your ads will be able to compete in more auctions. By creating multiple headlines and descriptions, the chances of your ad matching search queries are greatly increased.
In order to understand how the responsive search ads will impact your campaign, here is what you can expect:
Responsive search ads allow you to create as many as fifteen headlines and four descriptions for an ad, which allows AdWords to show different combinations of headlines and descriptions that more accurately match prospects’ search queries.
Unlike expanded text ads, responsive search ads can show up to two 90-character description fields, and up to three headlines instead of two. As mentioned earlier, you can create up to four descriptions and fifteen headlines for one responsive search ad, allowing AdWords to display different combinations based on search queries dynamically. All other fields in expanded text ads and responsive search ads are the same. Since descriptions and headlines can be shown in any order, Google advised that they should be comprehensible both individually and in combinations.
In conclusion, responsive search ads have the potential to fundamentally reshape how ads are delivered to consumers — changing the way content is both produced and consumed. Though still in beta, if successful, the program will be rolled out more broadly.
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