Advertising on Google search? Welcome the new feature – Google Responsive Search Ads which provides you with more space for ad text by allows you to add 3 headlines write descriptions up to 90 characters and more. It’s still in Beta version and not available for all users yet, but promises flexibility, increase in visibility and better ad group performance.
Some marketers would love it, others would be more suspicious but nonetheless the feature offers an innovative approach to advertising on Google’s search network. Now, let’s explore what we’re getting into.
How the Responsive Search Ads Feature Works?
It allows marketers to add multiple headlines and description which Google Ads will combine automatically to show users different content and test which combinations work best. Much like an A/B test of your search ads. And you know what this means – automation of A/B testing. And this is great! It saves time in all the hassle required in setting up such a test manually.
This all sounds amazing and really exciting but we need to warn you before your first dive into the Google Responsive Search Ads. All the combinations are matched automatically by Google’s machine learning engine. What does this mean for you? Well, it can literally create all types of combinations no matter the meaning of the end result. That is why you will need to think through all the variations carefully and know how they would match if combined in order to avoid nonsense and worse. Of course, Google Ads provides an option to “pin” some of the headlines and descriptions to specific positions but, again, you will need to think of variations that match well enough to provide a meaningful ad to your potential customers.
How to Craft Your First Responsive Search Ad Campaign
There are a few things you need to keep in mind before you start crafting your fist campaign. Here they are:
The feature is in Beta, so bugs can occur, reports can disappear, it may stop working, etc.
Currently, you can add a responsive search ad campaign to an ad group with existing text ads. This might be removed after the release of the official version of the feature.
Your headlines and descriptions can be shown in any order unless they’re pinned.
Some of your ads may not show due to lack of searches to specific keywords, lack of the searched keywords in the combination or other reasons.
For easier and better understanding of how the responsive search ads feature work, think of it as a smart “phrase spinner” – a digital “engine” which rotates and spins words and phrases. In this case, Google’ engine spins variations of the headlines and descriptions and creates a number of combinations. This number depends on the number of different headlines and descriptions you’ve added and the pinning option. The more “pins”, the less combinations. Then comes the “smart” selection of the best combinations which will be shown to users depending on their searches and behavior.
Now, here are some useful guidelines to help you craft your first responsive search ad campaign.
Try to include keywords from your ad groups in headlines and descriptions in order to provoke relevance.
Best practice, noted by Google Ads, is to include at least one keyword from the ad group in the headlines.
Always be relevant to the keywords you’re targeting.
You may change just a word and create two different headlines or descriptions.
Use synonyms and idioms to diversify and create even more variations.
Try different call to actions.
List different benefits. Then you can use synonyms to explain those benefits in different words and you will have even more variations to test.
Try to match all the variations and see what comes out in order to keep the control over what the engine will show to users. Remember, even really smart, it’s just a “robot”.
You see, the purpose we’re suggesting here is A/B testing. With the automation this feature of Google Ads provide, it will be much easier to see which combination gets more clicks, which converts better, which gets ignored and so on. We see it as an amazing feature which will save us tons of time on A/B testing and measuring results. All we have to do is write a lot.
What Responsive Search Ads Might Mean for Small Businesses
We know that small businesses have very limited budgets and they have to spend it wisely in order to keep a positive ROI. The new Google Ads Feature offers an automation that would save time and money on A/B testing different ads (and doing all of the mentioned guidelines above) manually. Thus, we strongly recommend all small business owners to take a deep dive into this feature when it’s available for them. On the downside, it will at least provide you with information on what text works best for your potential leads without spending much money on it.
As a Conclusion
We think that the new Google Responsive Search Ads have a really bright feature offering the much wanted automation of A/B tests. And some day, manual A/B test may even remain in history. We all know how much time and efforts, and money this takes until reaching the “golden apple” and we also know, that tests never stop as users and their behavior change.