Have You Used Google Responsive Search Ads?

Google responsive search ads are the only ads in town. Since the 30th June Google changed the way we set up search ads.  Before it was good practice to set up 3 ads per Ad group 2 being expanded text ads and one being responsive.

Google responsive search ads are the only ads in town. Since the 30th June Google changed the way we set up search ads.  Prior to the 30th, it was good practice to set up 3 ads per Ad group.  Two being expanded text ads and one being responsive.

For the expanded text ads the advertiser would write the headlines and text for the two ads and split test which one worked the best.  For the third, a responsive ad, we give Google multiple headlines and description text and let Google run multiple combinations dependent on the search term used.

Responsive search ads use machine AI learning to automatically show the most relevant ads in real time.  This proved so popular that it is now the default ad type we can use for search.

Here are some of the best practices Google recommends a long with my take as someone who runs Google search campaign every day.

Implement at least one responsive search ad with ‘Good’ or ‘Excellent’ Strength per ad group. 

Remember that Google grade your ads and some believe by doing everything Google recommends will get you better results.  This is not necessarily true.  Always keep in mind Google sells ad space and will drain your wallet.  Do check out some of what they recommend and test the results yourself. Advertisers who improve Ad Strength for their responsive search ads from ‘Poor’ to ‘Excellent’ see 9% more clicks and conversions on average.1

Enable ad extensions such as sitelinks and image extensions. 

Using ad extensions is a must do, it makes your ad so much bigger.  We want to use all the available space in a search result. Ad extensions make Search ads more useful and engaging to users and can help improve campaign performance. For example, advertisers can see a 20% increase in clickthrough rate on average when four sitelinks show with their Search ads.2

Combine responsive search ads with Smart Bidding and broad match keywords. 

Google have a great auction set up for bidding for ads.  Set the budget and let Google do the heavy listing. UK-based tails.com increased sign-ups in Germany from its generic Search campaigns by 182%, while increasing clicks by 258%, using the combination of broad match, Smart Bidding, and responsive search ads.

Evaluate the success of your ads based on incremental impressions, clicks, and conversions your ad groups and campaigns receive. Responsive search ads help you qualify for more auctions, so ad-level performance and metrics like clickthrough rate and conversion rate may not paint a full picture of your performance.

More ways to improve your Google search ad performance

Create messaging that reflects your brand and the products and services you offer.

Create ad text that appeals to users across devices

A compelling call to action on one device tends to be compelling on other devices as well.

Focus on your headlines

Grab attention your headlines are the first thing people see and will play a big factor in how well your ads perform.

Try headlines of varying lengths

Google gives you a set character length for creating headlines and the temptation is to use them all.  Longer headlines increase the clickable space of your Search ads, but you might find that shorter headlines perform better for people already searching for your brand.

Consider using Dynamic Search Ads to save even more time

Dynamic search ads are amazing and given that Google knows more about you that any other platform (yes, including Facebook) can be really effective. It’s scary because Google can use the content of your website to create your ads for you, Based on content from your site, Dynamic Search Ads automatically generate headlines for you and show your ads to people searching for your products.

If you have never tried Google search ads to get more leads and sales for your business you might be surprised at then results you achieve.  Google tells us that on average for every $1 spent you get $8 back, does that sound good to you?

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Have you used Google responsive search ads?

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