Googles Responsive Ads Are Here
All About The New Ad Format
The Innovation Hampsters at Google are constantly creating new tools for advertisers. It’s why although digital marketing is a pretty simple concept, in practice it has a large learning curve that never really ends.
For many advertisers they will remember the mild trauma last time Google changed its most basic ad format, the Text Ad and created Expanded Text Ads.
Many thousands of new ads had to created in short order and the increased space allowed meant more creative freedoms as well.
On top of that, like most top advertising agencies, we adopt single keyword ad groups for nearly all keywords, so it was a lot of ads we had to create, and test. Bafflingly, they at the same time took away the ‘Optimise for Conversions’ ad rotation setting so that you couldn’t push ads with a better CPA. Now you can only boost ‘higher performing ads’ which appear mostly to be simply a CTR (click through rate) metric, pushing spend up.
Self Optimising Ad Text Combinations
Obviously Google likes to keep everyone busy and their latest feature in the ad formats is a wee little beastie called Responsive Search Ads.
The big changes are that this has restored automated optimisation, sort of. You write loads of Headline and Descriptions in each ad. Google then tests combinations of these to create blended ads that performs best.
Moreover and perhaps most importantly, you can end up with much larger adverts in certain positions on the Serp. If you have converting keywords that you normally can profitably advertise in the top position, now your ad can get a lot sexier.
The new responsive ad allows up to 2 descriptions of 90 characters, as well as up to 3 headlines, giving up to 270 characters. Currently, it is two headlines of 30 characters, and one description of 80 characters. So 140 characters total.
Google allows you to test 15 different headlines and 4 description fields.
Fortunately because the headlines are the same length you can pluck these straight from your Expanded Text Ads. We would recommend you download and edit in Adwords Editor because its easy to switch screens between the two, but as responsive search ads are still in Beta they may not work propperly in AdWords Editor at this time.
You also have the facility to write more than one Responsive Ad so you test another combination of 15 Headlines and 4 Descriptions. Why would you want multiple Responsive Search Ad? Well, you select which particular headline combinations you want in Headline 1, in Headline 2 and Headline 3, using a handy drop down next to each Headline. This way you can ensure that you put headlines together that combine all your keywords or other relevant information in ways that make logical sense. And this also applies to the descriptions which have a choice of description 1 and 2.
The responsive search ad is still in Beta and may not work propperly in AdWords Editor at this time.
If you think search marketing is a good idea to grow your business then you can review what we offer here or please get in touch with us and we will review the options for you