Responsive search ads have been available on Google since late August in 2018, and have quickly become one of the most popular ad varieties on the platform. Improving relevancy and adapting throughout your campaign responsive search ads are widely considered to be the future of marketing, so here’s everything you need to know.
What are responsive search ads?
Here at HESK, we’re an experienced PPC agency in Sydney and so have learned a thing or two about responsive search ads. Responsive search ads are text advertisements that respond to machine learning. Google’s machine learning algorithms take a selection of headers and descriptions and use them in various combinations to find the most effective format, learning from which ads users interact with most. Responsive search ads are also designed to work with any screen size, ensuring that your message gets across no matter which device the person uses.
The benefits of responsive search ads
There’s a reason why responsive search ads have become one of the most popular advert types on Google – they’re effective. Here are some of the key benefits of using responsive search ads.
More than 40% of searches are now conducted on mobile devices, not to mention that the tablet, laptop, and desktop market has diversified, meaning that there are now more screen sizes than ever that you need to make sure that your advert is optimized for. Responsive search adverts are designed to adapt to changing screen sizes, giving you more scope to share your message with your audience.
With the option to upload multiple headlines and description variations that can be used in a number of different combinations, responsive search ads are incredibly efficient, essentially giving you multiple ads for the price of one.
Because responsive search ads can be used in many different combinations, they enable you to compete in more auctions, increasing the chance of you reaching more of your potential customers and gaining conversions.
Over time, Google’s clever machine learning algorithms are able to tell which responsive search ad combinations are most effective and most relevant to different search queries.
Responsive search ad tips
As a leading PPC agency in Sydney, we’ve got a few tips and tricks to help you use responsive search ads effectively in your marketing.
- Be conscious of the order
Make sure that your headlines and descriptions make sense in any combination. Google can put your assets together in any order, so make sure that they make sense alone and in their combinations.
- Know your positions
If you have certain text that you want to appear in every one of your ads, then you need to add it to either Headline position 1, Headline position 2, or description position 1.
- Don’t write redundant headlines
To give Google the best chance of showing your ad, make sure that you provide at least 5 unique headlines that don’t repeat themselves. Redundant headlines can affect Google’s ability to generate ad combinations. You can see examples of redundant headlines here. Ideally, you should aim to create between 8 and 10 headlines.
- Remember your keywords
Remember to use at least one of your keywords in your headline and create your headlines with the keywords that you are targeting in mind.
- Create headlines and descriptions that work together
Remember that Google can display up to 3 of your headlines and 2 of your descriptions together at any one time, so they must work together.
- Create at least two descriptions
Create at least two different descriptions, but remember that they can be shown at the same time.
- Make your words count
Focus on highlighting key points, such as a problem you are solving, your USP, additional benefits or service extras. You can find out more about creating a strong responsive search ad, here.
- If needed, make use of the pinning function
You can control where individual headlines and descriptions will appear in your advert by using the pinning function. Pinning enables you to specify the position of a header or a description and is a great way to include disclaimers within your ads. Use pinning sparingly as it does significantly reduce the number of combinations that Google can use to make your advert responsive.
How to use responsive search ads in your marketing
Responsive search ads are a great way to reach and to display better-targeted information to your potential customers. Because they are responsive, responsive search ads can vary in length depending on the amount that your audience can read on their device and also how much they want to read. Conventional AdWords advertising formats can be restrictive, but responsive adverts break free from these confines, allowing you to create adverts with up to 300 characters, which is double the amount that you can use with AdWords.
The key to using responsive ads in your marketing is to get your head around how the headlines and descriptions work to ensure that your adverts work in any combination. If you’re new to responsive search ads, then it can be best to work with an agency that can help you to design adverts around your keywords. Having come up with your headlines and descriptions, it’s then, as simple as creating them within your Google Ad account and setting up your PPC. With your ads in place, you can then monitor them from your Google Ads account dashboard and make edits to them if necessary.
Need a hand with responsive search ads? HESK can help
Here at HESK, we’ve seen more than our fair share of responsive search ads and have helped businesses of all sizes to create impactful PPC and AdWords campaigns. As an experienced PPC agency based in Sydney, we can help you to create and manage your responsive ad campaign, enabling you to compete in the competitive online market and to rank for your key search terms. To find out more about what we do and how we can help you to grow your business, contact us on 1300 088 544 or if you are local to Sydney, then meet us for a coffee on the house.