Responsive Search Ads

Expanded text ads are coming to an end. On 30 June 2022, they will no longer be a part of Google Ads. They will be replaced largely by Responsive search ads which will become the default ad type.

Google is constantly changing how its ads work and how its AI functions. This is a serious change in Google Ads and will be a seismic shift in the digital marketing landscape.

Responsive search ads were introduced in 2018 and have been one of the most revolutionary changes to the platform since expanded text ads were introduced in 2016. Now that expanded text ads are coming to an end it is now more important than ever for digital marketers to understand how responsive ads work, and what their strengths and weaknesses are.

What Are Responsive Search Ads?

When you look at Google search results responsive search ads look exactly like expanded text ads. However, they are very different and are more complex.

Responsive search ads can include up to 15 headlines and 4 descriptions for a single responsive search ad. You enter in all the information and potential headlines and descriptions that you want to show potential customers.

Google will help you create the best possible responsive ads by informing you of how to make customers click on the ads.

When a customer searches on a keyword that is a part of your ad group they will test different ad combinations of your headlines and descriptions. Over time Google will start to understand which combinations work best and bring in the most conversions.

Google will then use the information they’ve gathered to understand what the different searchers click on depending on their device used, past browsing behaviour and other signals.

What Are The Benefits of Responsive Search Ads?

So what are the benefits of responsive search ads? Why should you create responsive ads now? Well, there are a lot of huge advantages to responsive search ads.

Flexible Ads To Reach A Large Audience

The biggest difference for responsive search ads is that after they’ve been enabled, responsive ads will start to accrue information on what ad combinations certain users like. This means that you can reach a large audience with just one ad.

This means that you won’t need to create multiple ad groups to reach different audiences. Instead, the Google AI will in time know how to appeal to all the demographics that may be interested in your responsive search ads.

Save You Time

Writing individual ad copy can take ages. All that time could be better spent creating ad groups and analysing ad group performance.

Responsive search ads can save you time because they provide multiple headlines and description options to suit the customer. You can then copy the ad to another ad group and slightly tweak it to get it functioning perfectly.

This is much quicker than writing each ad individually.

Tailor Ads To Locations

Another feature of responsive search ads is that you can tailor them to specific locations. This is a great addition and can help appeal to customers and make them more likely to convert.

More Helpful Ads For Customers

By adding more headlines and testing multiple ad combinations you can ensure that the ad shown will be more helpful for the customer. If the ad is more helpful for them they are more likely to turn into a lead.

Tips For Making The Perfect-Responsive Ads

Now that you know why you should make responsive ads you are ready to start creating them. They can be quite tricky to perfect so to help you we’ve listed a few tips to help you make the most of responsive ads.

Responsive Ads Work Best With Multiple Headlines and descriptions

The first tip is kind of obvious if you think about it. Try as many headlines and descriptions as possible. This allows Google AI to test as many combinations as possible. If you give it as many options as you can then you have a higher chance of it coming up with better results.

Once it has tested all the combinations it can select the right combinations for the right customers. A select responsive search ad can bring in substantial traffic to your business and lead to conversions.

Highlight Something Different In Each Headline and Description

While you should put in as many headlines and descriptions as possible you should try to avoid repeating yourself too much. Too many of the same keywords won’t result in substantially different Google results, this means the Google AI won’t be able to tell which is the best combination.

In the worst-case scenario, this could lead to you having weak responsive ads and not getting any leads from them.

Instead, try to highlight something different with each line. If you’re an artist, show that you paint in one headline and the other shows that you do portraits. They may seem like minor differences but they can make a huge difference.

You Can Pin Headlines & Descriptions

If you need a certain headline or description to appear every time in your ad you can ‘pin’ it. When you pin headlines you ensure that it will be shown every time your ad is shown to a customer. This can be useful if your business has a legal disclaimer or another important text that you must show with your ad for any reason.

Be Careful With Pinning

Pining can be a great help to you and if needed you should do it. But be aware that it does limit your responsive search ads potential. This is because it limits the number of ad combinations that can be made using the same headline/description.

Keep this in mind when thinking about pinning headlines or descriptions.

You Can Keep Expanded Ads For Now

If you’re unsure about responsive search ads you still have time to fully understand them. There is no rush. You still have until June 2022 to perfect responsive ads.

If you’re apprehensive about using them it may be useful to start testing them now so you can gain a better understanding of how responsive search ads work. If you’re unsure about them just test one ad group with responsive ads this way it limits the potential damage or gain.

This way by June you will be able to understand how they work and won’t be unsettled by the change. This also gives the Google AI time to understand your ads so that when the expanded text ads stop your responsive search ads will be ready.

Use Keywords

As we all know keywords are crucial to a successful digital marketing strategy. Responsive search ads are no different. Always use a variety of keywords that you want to appeal to in your responsive ads. These can be professional words like ‘artist’ or ‘locksmith’ or they can be words to do with location or the demographic that you’re targeting.

The Google AI often ends up finding out that the most efficient ad combination includes keywords so you should always include them in your headlines and descriptions.

However, bear in mind that they are not always the option picked by the Google AI and be ready to be surprised by the more efficient ad combo.

Claire Jarrett – Google Ads Expert

Responsive search ads are the new standard for Google Ads. You don’t want to be left behind by Google and be unable to get great ad performance.

Interested In Learning More?

If you’re interested in learning more about how responsive search ads can improve your business and bring in more leads then you should contact her by using Claire Jarrett’s contact page.

Don’t Be Left Behind By Google

Don’t be left behind by the new changes being rolled out by Google. Instead, take your Google Ads search campaigns to the next level by learning more about Google Ads from Claire Jarrett or hiring her to manage your campaign and ensure that your responsive search ads perform great.