The Google Responsive Search Ads toolkit released in 2018 has the potential to help businesses grow their customer base. Web marketers and SEO specialists have already started to experiment with it, and the reactions are more than positive. According to the specialists at Google, this new kit is expected to improve campaign success and reach as many relevant prospects as possible. The last feature Google Ads come with is helping campaigners tailor ad headlines to become more fitting to potential visitors. While business owners might not be familiar with these features, they have the potential to disrupt and improve their marketing campaigns.
Google Responsive Search Ads – What Are They?
According to marketers who have already tried this new Google Ad feature, responsive search ads are a single ad that displays three headlines and two descriptions simultaneously. The main benefit identified until now is that every ad can have up to 15 headlines and 4 variable descriptions. Powered by AI, the ads’ description and headline will change depending on what the engine believes to be the best match for each potential visitor. The entire assessment is based on their search history. Sounds witty? That’s because it really is!
Besides, the units can contain both text and images, and they can be correlated based on what potential visitors are more likely to respond positively to. This helps businesses scale the visual aspect easier and to draw more visitors’ attention.
Advantages of Integrating Responsive Search Ads in Your Campaigns
The staff at Google claims that flexibility is what makes responsive ads desirable instead of traditional ads. There are more than 2,700 search ads combinations the search engine’s AI can choose from, all coming from a single ad! While these ads’ full potential hasn’t been fully perfected, they will allow businesses to reach more customers. Because Google gathers data from their users continuously, they are also planning to improve AI’s functionality through machine learning. The additional advantages are described below.
- Flexibility – responsive ads not only respond better to each potential visitor online habit, but they also perform incredibly well on all devices. Desktop, laptop or smartphone, responsive ads perfectly fit the width and technical requirements of each of those.
- They help you save time – and improve the effectiveness of your Ad campaigns. Besides, they help businesses save money. Creating different ads and testing each of those can be time and money consuming. Responsive ads are automated and powered by machine learning and AI, so they are less time-consuming and more accurate.
- Improved ad performance – responsive ads increase your chances to offer potential visitors the exact result they are searching for online. They have the potential to offer businesses a competitive edge, being by 5% to 15% more efficient than traditional ads (click-through rate).
- Increased control over your campaigns – Responsive ads offer businesses and marketers the opportunity to customize in detail their Google Ad campaigns, from headlines to descriptions and possible matches between them.
Things You Should Know About Google Responsive Search Ads
Obviously, like in the case of any new toolkit, there are plenty of questions that need to be answered.
- Will all headlines and descriptions appear at the same time? No. Depending on each type of screen and its size, fewer headlines and descriptions might appear. But responsive ads are designed to show at least two headlines and a description.
- How well do these ads perform? According to this post, these ads perform better than Expanded Text Ads. Responsive search ads increase their chances to show up in front of a bigger number of potential customers and have a higher click-through rate than regular ads.
- Does their performance depend on the number of headlines and descriptions? Following the minimum number of headlines and descriptions in your campaigns is not as effective as higher numbers of each are. Users are allowed to test up to 15 headlines and 4 descriptions at once, so why not profit from it?
Making the Most Out of Your Responsive Search Ad Campaign
Hiring a professional online marketing agency is the best way to ensure your campaigns have the expected outcomes. But some general rules are illustrated below.
- Responsive search ads should highlight different value propositions, call to actions and offers in both headlines and descriptions.
- Be mindful of your use of keywords. At least 2 of your headlines should include a top keyword and at least three headlines don’t include keywords at all. This will prevent your ads from becoming repetitive and will outline better the qualities of your product/service.
- Both headlines and descriptions should have different lengths. This will maximize your ads’ changes of displaying a third headline and description, no matter how large the display is.
- Responsive Search Ads should allow a combination of unique messages to reach closer to potential visitors.
- Pin headlines and descriptions to match specific positions. This is a great feature of these ads. Because it will automatically test different headlines in different positions and how they perform individually, Google can find the best message for each user, the keyword used in the campaign and device they search on. But if you want to have a specific message pop up, you still have the ability to pin headlines and descriptions, depending on your preferences.
- Use this function moderately. While making sure that essential parts of your ads show, you have to be moderate when using the pin function. Used extensively, it might damage your ad’s performance. For instance, pinning 2 headlines will reduce the opportunities for testing down by 99.5%. Pinning a single headline will reduce the resting Google does on this type of ad by 75%. So, moderation is the key in this case.
As technology advances, marketing campaigns become increasingly responsive and intuitive. Having access to users’ search history and online behaviour can help businesses grow their customer base by providing the exact results potential visitors are more likely to respond to.