Need more space to get your message across? – now you have it
If you struggle with coming up with 3-5 ads per ad group, then this might help you. Responsive Search Ads (RSA’s) lets Google control the layout of your ads, all you have to do is provide up to 15 headlines and 4 descriptions.
Although you will need to come up with a whole load of new ad copy, you won’t need to figure out what works best together. The algorithm will do that for you. But, be sure to check the combinations to make sure you aren’t advertising something that comes across completely incorrect. Google says best practice is to create 8-10 headlines and 2 descriptions to ensure there are enough variations to test.
You not only get more headlines and descriptions to play with. Google also increased the character count and amount of headlines and descriptions used within each ad. You now can display in each ad:
- 2 x 90-character descriptions (previously 1 x 80 description)
- 3 x 30-character headlines (previously 2 x 30 headlines)
Amazing – right?
Alongside this new and exciting space, if you feel that one of your headlines needs to be in a specific position you can ‘pin’ it. It’s recommended to not pin too many headlines as it will affect the testing of different variations of the ads. Yet, if you know you need to keep a specific message in a specific spot then this pinning feature will come in handy.
Are Responsive Search Ads beneficial to your PPC strategy?
You might be thinking that this sounds interesting, but what can it do for my PPC strategy? Rather than testing 3-5 ads in each ad group – although it’s advised you keep some expanded text ads within each ad group, you give the testing over to Google. Although you are technically only adding in 1 ad. You are giving Google the chance to display many different variations of that 1 ad – let’s hope one of them is a winner. You can also generate a report to see which combinations produce the highest impressions and then you can switch up your existing text ads to match the best performing.
Google also states these new ads will improve performance. How? Because you have more ad variations you’ll be competing in more auctions. Therefore, generating more clicks and conversions.
Yet, some people are curious about Google’s testing ability. Machine Learning requires a vast amount of data to understand algorithms and recognise what users want to see. So how do we know that the right ads are being displayed? Well, we don’t unless we run side-by-side tests of Responsive Search ads vs Expanded Text ads (including all the variations) and see if you are receiving better performance.
What are our thoughts on Responsive Search Ads?
We have been adding in these new ads into some of our campaigns and so far, they’re interesting. We currently can’t discuss specifics as they are still in Beta and everything is a bit hush-hush. However, they have been a nice addition to our PPC strategy. More freedom with ad copy without the need for traditional testing lots of ads is something we all think positively about. Keep your eyes peeled for an update of our performance with all the details, once they are off Beta.
If you have the chance to implement Responsive Search Ads, then we recommend! An opportunity to test copy whilst using Google’s Machine Learning is worth a shot. If it works, brilliant. If it doesn’t, you’d still be running your expanded ads to maintain performance. And if you are still waiting for it to come off beta, it shouldn’t be much longer – we hope.
Have you been enjoying our Google series? We’ve been breaking down all of Google’s latest updates and innovations into bite size chunks! You can check out our other posts on optimising for mobile ads and getting your head around Smart Bidding.