What are responsive search ads?
Responsive search ads automatically adjust to show the most relevant message to each customer. When creating an ad, you enter multiple headlines and descriptions. Google’s machine learning systems test different combinations and show the most relevant message to the customer.
Responsive search ads are now the default in Google Ads PPC search campaigns. This change aligns with the growing automation in Google Ads.
With responsive search ads, you can reach more customers and boost campaign performance. Google says advertisers can see a 10% increase in clicks and conversions compared to standard text ads.
However, responsive search ads have a much broader set of benefits:
Responsive Search Ad Example
How to set up responsive search ads in your Google Ads PPC search campaign:
Log in to your Google Ads PPC account and select “Responsive Search Ad” from the “Ads” menu.
Go to “Ads & Extensions” in the left menu.
Click the blue “plus” button at the top.
Select “Responsive Search Ad” from the menu.
Select a search campaign and ad group.
Enter the final URL (this is the landing page URL).
Enter display paths for the display URL (optional).
Enter at least 5 unique headlines (3 to 15).
Enter at least 2 unique descriptions (2 to 4).
The performance indicator will show how well the ad is doing.
5 Best Practices for Responsive Search Ads in Google Ads PPC
To optimize your responsive search ads and increase clicks and conversions, follow these tips:
Add at least one responsive search ad to an ad group that is performing well or excellent. Google recommends including at least one responsive ad in each ad group. Use the ad strength indicator to evaluate the quality of your ad.
More unique headlines and descriptions improve relevance and reach.
Create new ads using your old headlines and descriptions.
Pin your headlines and descriptions. Don’t overuse this feature.
Improve your ad’s strength. Use the strength indicator to check its quality and performance. Aim for “good” or “great.”
Conclusion:
Responsive search ads use automation and machine learning to improve your PPC search campaigns. Follow the recommendations above to boost their performance and get better results.
