You intend to create search ads that appeal to your different audiences but to do that, and you may need to create several ads, one for each segment. Google provides responsive search ads as a solution to this problem.
But what are these ads, and how do Google Ads create receptive search ads?
What Are Responsive Search Ads?
Google’s responsive search ads adjust to show your potential customers more text that is more relevant. You can enter different descriptions and headings for these ads. Google Ads tests different combinations of these headings and descriptions to find the ideal combination. Responsive search ads also adapt better to the search terms you use. Google has now set responsive search ads as the default type in Google search campaigns.
How Do Google Ads Create Responsive Search Ads? How Do They Work?
With a respective ad, you take advantage of the fact that entering more descriptions and headings leads to more possible ad combinations. You’re essentially giving Google Ads more information so it can better match your customers’ search queries.
Google prompts you to enter multiple headings and descriptions when you set up your responsive ad. A responsive search ad can contain up to 4 descriptions and 15 headings.
When Google creates your ad, it will select up to 2 descriptions and three headings at a time. They can appear in different orders and combinations, giving you dozens of unique ad combinations.
Google Ads pays attention to how the different combinations perform and tests the combinations that should create the best results based on its data. Once Google Ads confirms which combinations perform best for different search queries, it can prioritize those combinations. This allows you to improve performance by optimizing ads without additional effort beyond the initial inputs.
How to get the most out of responsive ads Once you understand that part of the responsive search ads generated by Google Ads is to combine headlines and descriptions in any order, you’ll realize a few essential things. Most importantly, create your descriptions and headings to make sense when they appear on their own. They should not need additional context to be understood.
You can specify text in each ad, but it must appear in position 1 or 2 of the headline or position 1 of the description.
An additional suggestion for creating headlines Google also suggests creating at least five headlines out of a possible 15. These should use different wording, as redundant headlines make it harder for the system to create unique ad combinations. This reduction in ad combinations may mean that your responsive ad doesn’t perform as well as you had hoped.
If you’re unsure how to make the headlines different, consider highlighting other benefits of your products or services, shipping or return information, or how your product solves a problem.
How To Create Your Responsive Ad
As you better understand how Google Ads creates responsive search ads, you also need to know how to create the ad and enter the appropriate information. The process only takes a couple of steps, but you must enter several headlines and descriptions. The creative process for this can take some time, so it’s best to plan. When you are prepared to create the ad:
- check in to your Google Ads account, go to the left menu and select “Ads & Extensions.”
- Click on the blue plus switch and select “Responsive Search Ad.”
- Enter your ad path text and the final URL. An ad preview will be displayed.
- Enter 3-15 headlines and 2-4 descriptions.
- Save the ad.
If you want to edit the ad later, follow the steps below:
- Go to “Ads & Extensions” in the left menu when logged in.
- Go to the bar above the results table to add a filter. A drop-down menu will then appear.
- Select “Attributes” and then “Ad Type” before checking the “Responsive Search Ad” box.
You will see a results table with all your responsive search ads. Move the mouse pointer over the ad you want to edit, and the edit icon, a pencil, appears.
- Click the edit icon, and after that, click on Edit.
- Make the changes you want and click Save.
Pinning descriptions and headings to a position As mentioned earlier, part of the approach to
Google ads creating responsive search ads involves placing descriptions and headings anywhere. While this is usually fine, some businesses require specific information, such as a disclaimer, to appear in all ads.
If you intend to pin a headline or description, follow the steps above to edit your responsive ad. Then find the headline or description you want to pin. On the starboard side, you will see a pin icon in the shape of a pin. Select the icon and then the position where you want to pin it.
A nice feature is the ability to pin multiple headings to a single position. In this case, Google will always select one of the pinned headings for that position.
Remember that pinned headings and descriptions are guaranteed to show if they are in position 1 or 2 of the heading or position 1 of the description. This is true because some ads contain more text and others contain less text.
Since pinning headlines and descriptions limits the possible combinations Google Ads can create for your responsive ad, you should avoid this feature. While it gives you more control, it conflicts with the reason you chose a responsive ad, which is Google’s ability to optimize it for you.
Regardless of whether your responsive ads are performing well or poorly, it would be best if you kept an eye on them every step of the way. You can’t let your campaigns run blindly and eat up your budget. You invest time and effort, and you need to get maximum ROI in return. To this end
You need to make sure that your cost per conversion stays under control every step of the way. The clicks you received with standard ads should increase with responsive search ads. You can get timely information about your campaign’s performance by using PPC Signal to monitor your campaigns and view them from a different perspective every day.
By learning how Google Ads generates responses, you’ll know how to best use this feature, whether it’s by pinning headlines or understanding why it’s best to create many unique descriptions.
Combine responsive search ads with other machine learning and algorithms that help you optimize your ads, such as automatic bidding, to get the best results.
Receptive search ads make your ad campaigns more flexible and more straightforward.
The idea is that you need titles and descriptions for your ads, and Google’s AI switches and experiments between them, choosing the best ones for you. They are most productive for lead generation, and optimization requires a good knowledge of CTA design.
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