Responsive search ads are a versatile ad format that automatically selects the most relevant message for each user. When you create an ad, you enter multiple headlines and descriptions. Using machine learning, Google combines these elements and tests different variations to determine which ones perform best over time. The end result is that the most relevant message is shown to the user, improving ad performance.
As of February 18, 2021, responsive search ads have become the standard for Google Ads pay-per-click (PPC) search campaigns. This change is a logical step amid the growing role of automation in Google Ads.
Responsive search ads dynamically change their content to deliver the most relevant message in response to user queries. This allows you to reach a wider audience and can significantly increase conversions and overall campaign performance. According to Google, advertisers using responsive search ads can expect to see a 10% increase in clicks and conversions compared to traditional text ads.
The benefits of responsive search ads go beyond the numbers, however.
An example of a responsive search ad
How to set up responsive search ads in Google Ads PPC?
- Log in to your Google Ads PPC account and select the “Responsive search ad” option under the “Ads” section.
- Go to the “Ads & extensions” section in the left-hand menu.
- Click the blue plus button at the top of the page.
- Select Responsive Search Ad from the menu.
- Fill in your ad’s headlines, descriptions, and final URL.
- Enter your search campaign and ad group.
- Enter your final URL (your landing page address).
- Enter display paths for the URL (optional).
- Add at least 5 unique headlines (3 to 15 total). The tool will suggest keywords for the headlines.
- Enter at least 2 unique descriptions (2 to 4).
- The performance indicator will show you how well your ad is performing, as well as let you preview it in different combinations.
- Save your ad.
5 Best Practices for Optimizing Responsive Search Ads in Google Ads PPC
The following best practices will help you improve your responsive search ads to increase clicks and conversions:
Add at least one responsive ad to a high-performing ad group. Google recommends having at least one responsive search ad in each ad group. Use the Ad Strength Indicator to ensure your ad ranks at a good or excellent level, which will increase your chances of showing. You can have up to three responsive ads per ad group.
Use multiple unique headlines and descriptions. The flexibility of responsive ads allows you to create a variety of headline and keyword combinations, which increases reach and relevance. Try to include as many unique headlines as possible to improve performance.
Borrow content from previous expanded text ads. Use headlines and descriptions from previously created expanded text ads. This will help you create more combinations with keywords that have already performed well.
Lock headlines and descriptions in specific positions. If you need control over the order in which your headlines and descriptions appear, you can lock them in fixed positions. However, use this feature sparingly, as this can limit the number of possible combinations.
Increase ad strength to improve performance. Keep an eye on the Ad Strength Indicator, which shows how well your ad is performing. Improving your ad quality from poor to excellent can increase clicks and conversions by 9%.
Are expanded text ads supported?
Expanded text ads are still available, but they are no longer the default format for Google Ads paid search campaigns. You can use them in ad groups alongside responsive ads. Google recommends running one responsive ad and two expanded text ads in a single ad group to improve overall performance.
Responsive search ads highlight the trend of automation and machine learning in Google Ads. Our digital marketing agency has been actively using responsive ads in PPC search campaigns and has seen clicks and CTRs increase compared to expanded text ads. Following these tips will help you significantly improve the performance of your PPC campaigns in Google Ads.
