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Responsive Search Ads

Improving Ads Using Responsive Search Ads

One of the most critical tasks for us as a PPC Agency is to improve quality scores in order to reach our goals as cheaply as possible. We do this by working on the factors influencing quality scores. One of the important factors affecting quality score is click-through rate (CTR): the higher the CTR the more chance there is to have a higher the quality score. We achieve a high CTR by increasing our ad text relevance to our customer’s search term. We refine ad text through regularly writing and testing new ads. Google has made Ad testing simple through responsive search ads.

What Are Responsive Search Ads?

Responsive search ads simplify the creation and management of very impressive search ads. With more than 3.5 billions searches being done each day, responsive search ads help us serve the most relevant ads to each search query. It allows us to enter up to 15 distinct headlines and up to 4 separate description lines, which will enable Google to pick the most relevant combination of headlines and description lines, thus giving us the best chance of winning the search auction.

What Are The Key Benefits Of Responsive Search Ads?

Responsive search ads have three main key benefits that should attract us towards it. These include the fact that they’re simple to create, which saves time; they create flexible ads; they do not take control away from us, and they improve ad performance.

They’re Time-Saving:

Writing three different ads for Google Ads to test and show the most relevant ad can be very time-consuming. With responsive search ads, we only need to create 1 ad with a few options of headlines and descriptions for Google ads to test and serve the most relevant messages.

They’re Flexible:

We conduct searches on different devices with different screen sizes (that is desktops, mobiles and tablets). For this reason, it is essential for ads to fully display on the device being used. Responsive search ads allow the creation of flexible ads that fit the width of the device. This potentially allows the appearance of the allocated three headlines and two descriptions per ads thus allowing us to thoroughly share our message by giving us more room.

They Give You Control:

Unlike dynamic search ads where control is taking away from us, responsive search ads give us as much control as we want. we still get to provide all the headlines and description lines. we can also choose the order in which our headlines and description lines show up together by using a pining function. This allows us to have as much control over our ads as we want. However, we also need to remember here that the more control we have over our ads, the less room is giving to Google Ads to thoroughly conduct its function through responsive search ads.

They Improve Ad Performance:

Responsive search ads improve ads by allowing them to compete in more auctions, which increases their chances of showing up in front of more potential customers. Ad groups with responsive search ads have been known to have a 5 to 15% higher click-through rate (CTR) than ad groups with no responsive ads. This is because more ads should, in theory, drive more impression and clicks for a specific ad group.

The Possible Ad Combinations:

The below image shows the ad combination that is possible when we provide 3 to 15 headlines and 2 to 4 description lines. It mixes and matches the different variations of headlines with the different variations of description lines.

How Does Responsive Search Ads Work And What Is Required From Us?

There are three different steps required to set up responsive ads. These include providing text assets; allowing Google machine learning to combine the given assets and finally obtain more ads per ad group in a time-saving manner.

Enter the Texts Assets:

You provide a minimum of 3 but up to 15 headlines, allowing 30 characters each; a minimum of 2 but up to 4 description lines, allowing 90 characters each; and 1 final URL.

The Text Assets Are Combined By Google Machine Learning:

After we provide our text assets, Google machine learning creates the best ad tailored for a specific search through a combination of these text assets. These ads are then optimised for performance.

The Ability Of More Ads Per Ad Groups:

This ad format makes it very easy and time-saving for us to create more ads per ad groups, by giving us the ability to add more text assets at any point in time. Thus allowing us to make changes to our pre-existing ads.

Implementation

Write A Unique Text Assets Per Line

We enter different messages in each ad line, as Google’s systems decide on how to mix and match the text assets. By making each line cover various themes, we can ensure similar lines are not combined creating a repetitive ad.

Add Keywords In Your Text Assets

The relevance of keywords to ad copy is also an important factor when writing responsive search ads. So it is crucial to create a variation of keywords in each ad line to get the best chance to win ad auctions.

Use The Pining Function

For our clients who want to keep a specific messaging in their ad copy, we have the option to keep their headlines and descriptions at a set position. To do this, we can use the pining function  available on Google Ads. It is possible to either pin only one headline or description to a specific position or to pin a few allowing a more flexible dynamic matching.

Ad Strength Indicator In RSAs

After serving Google with our text asset, we can optimise our ads by following the suggestions given by Google’s ad strength indicator. This indicator measures the ad copy’s diversity, quality as well as its relevance to provide recommendations that could be as straightforward as adding new headlines. The index scores responsive search ads from poor to excellent.

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