What are Responsive Ads?
Responsive Search ads are the latest addition to Google Ads and are the most extensive and highly flexible form of Google search ads. Responsive search ads allow marketers to develop multiple descriptions and headlines. They are a form of advertising that enables creators to create as many as fifteen titles and four descriptions at once.
In making search ads more flexible and productive, Google’s AI (artificial intelligence) shows different combinations of the meta title and the meta description to build unique search ad listings for various users.
Before, if you had to find out whether a piece of ad copy is effective, you had to manually do the A/B testing of your ads across locations, ages, and demographics.
But now, with responsive ads, Google tests different combinations of your headlines and descriptions to check which ones are working effectively.
Quite popularly known as “RSAs,” the ad copy a user sees is automatically assembled by combining different copy elements specified by the advertiser.
Best Practices for Responsive Search Ads-
- Minimum of 2 Responsive Ads Per Ad Group:
Create multiple responsive text ads in each ad group. The more variations, the better your campaign.
- Optimize Ads Each Month:
If you run multiple ads in each ad group, Google Ads will continue to serve your most optimal ads. One best practice is periodically pausing under-performing ads and creating new, unique advertisements.
- Utilize Unique Headlines:
Use unique headlines that match your keywords to encourage clicks on your advertisements.
- Analyze Competitors’ Ads:
Do the basic keyword research by searching your keywords in Google and Bing to determine what your competitors are doing.
- Maximize Ad Features:
To maximize ad features try using Dynamic Keyword Insertion and Countdown ads.
Benefits of Using Responsive Search Ads
One of the most significant advantages of using responsive display ads is that they can help you reach a wide audience.
Since you can adjust various elements in your ad, you can maximize where your target audience can see it.
You don’t have to keep creating new ads with responsive display ads. Google Ads does the work for you by identifying the best ad combinations. The combinations are made based on its algorithm and what can produce the best results.
With responsive search ads, you can:
- Deliver the right message at the right time
- Optimize your ad process and save time
- Boost your engagement metrics with accurate reports
- Reach more customers with varied headlines that allow you to compete in more auctions and queries
The best advantage of these ads is that they have higher clickthrough rates and are quicker to create, and Google favors them in terms of impressions that it gives these responsive ads.
Using Responsive Display Search Ads enables:
- Increased visibility in relevant searches – Since the ads are customized per different user search queries, these ads will appear more in the Search Engine Result Pages. Thereby increasing the chances of a higher conversion rate.
- More flexibility – Three headlines compared to two and two 90-character fields for descriptions. Also, all the headline options allow for greater diversity in testing.
- It saves time – With multiple descriptions and headlines upfront, Google can quickly discover the most relevant combinations.
- Optimization through machine learning – If you write all the headlines and descriptions, there are 43,680 possible permutations for the Google Ads AI to play with, providing incredible testing and optimization scope.
- Better performance – Responsive Search Ads can generate a 15% higher clickthrough rate (CTR) than typical search ads.
- Less human error – Machine learning can perform faster and more accurately than humans.
Examples of Responsive Display Ads:
Below are a few examples to make you understand about how responsive search ads work. One of the crucial things to keep in mind is that you need to come up with multiple unique headlines and descriptions to create a responsive search ad. The ad copy should be compelling so that more people click your ad and enjoy the advantages of the offers on your website.
The second example is from the Google Ads blog when they announced the release of responsive text ads.
This is how responsive ads adjust as per the relevant search queries:
When to Use Responsive Search Ads
One of the key features of responsive search ads is their automation capability. After the basic creative process, you can let Google Ads take over, which is excellent if you don’t have much time to test and track key performance indicators (KPIs).
Responsive Search Ads are best for brand awareness campaigns and lead generation. The format drives more impressions and facilitates greater relevance between user search queries and ad content.
Difference Between Responsive Search Ads and Dynamic Search Ads:
Dynamic display ads and Responsive display ads – both are image ads. Responsive-display-ads respond by fitting into a particular ad space, whereas, Dynamic-display-ads use data from the feed to “dynamically” fit in an ad’s template. Mostly dynamic ads are used for remarketing.
Dynamic remarketing responds as per the user’s behavior; for example, after visiting a website, the user sees personalized ads across many websites since the system responded and reengaged the used.
Both these ad types require review and approval. The only difference is that responsive display ads are reviewed on a per-ad basis while dynamic display ads are reviewed all-together.
Since dynamic-display-ads are usually tied to remarketing and respond to user behavior with personalized ad content, additional rules, policies, reviews, and restrictions are mainly related to privacy.
Google uses machine learning to deliver the top-performing search ads in your account. The different types of ad formats and by creating a vast number of ad combinations, you can get the most out of your campaign. This will help improve your quality score, which will thereby help your ad rank every time you enter the auction.