Let Google do the work for you – read below for tips to set up Responsive Google Ads today.
This Responsive Search Ads Guide will help guide you through the new update with Google Ads. As of July 2022, you won’t be able to create or edit your Expanded Text Ads.
That means, that although they’ll continue to run– you won’t be able to optimise their performance.
Take advantage of Google’s newest offering of ‘Responsive Search Ads’ and start working smarter, not harder.
What are Responsive Ads?
When you create a new ad, you’ll be given the option to create either a static text ad, or a ‘Responsive Search Ad’ (RSA).
By creating a Responsive Ad you’ll be given the opportunity to provide up to 15 different headlines and 4 different descriptions.
Google will then run these ads and present different combinations to searchers to work out which variation works best. As the ads learn and grow, they will start serving the best message to searchers dependent on:
- the keywords they’ve used,
- past browsing behaviour,
- their device (mobile, tablet or computer)
- and other signals.
With over 40,000 possible combinations, it makes Responsive Google Ads the largest and most flexible search ad format yet.
Tips for getting the most out of Responsive Google Ads
1. Variety is key
Make sure that the headings and descriptions you’ve provided are different. Google will work to accommodate different devices until they find the ideal combination.
Including different lengths of headlines is important as shorter ones tend to work best on mobile devices. It’s a great chance to highlight different benefits of your product/service.
2. Keyword selection
Although it might seem strange, some of your headlines shouldn’t contain a keyword at all. This is to avoid becoming repetitive when Google combines them.
Your primary keyword should be in at least 2 of your headlines. A primary keyword is a term that you’re looking to rank for as it aligns closely with your business but also gets a lot of traffic!
3. Make sure your ads make sense by ‘pinning’
Some of your headlines might only make sense if supported by the right description. Or, you might need to add a particular disclaimer for a certain offer.
To make sure that a description only shows with certain headlines you can take advantage of Google’s option to ‘pin’ it.
4. Use your Existing Ads insights
Before constructing a responsive search ad, you should always have an overview of your static ads with the best return.
Taking the best performing elements and combining them gives your ads the best chance of success.
This could be things like calls to actions, offers, or even headlines that you’ve noticed perform well.
5. Only test 1 RSA per Ad Group
Including more than one responsive ad per ad group will actually slow down your optimisation.
Google will already test all ad combinations so there’s no need to include multiple RSA’s for the same ad group.
Take advantage of the benefits of Responsive Search Ads by contacting us today.
We hope that this responsive search ads guide has helped you understand this aspect of PPC more, but feel free to contact us with any questions.
You can either call us on 01792 293366 or by emailing firstname.lastname@example.org.