Responsive search ads are a type of ad where an advertiser can write multiple headlines and descriptions for a search engine ad. You can get creative and have 15 variations of titles and four descriptions for one ad. Marketers have been talking about this for some time now and this trend isn’t going away anytime soon. Additionally, the wayx people search is changing too. Google found that 15% of search queries every day are new searches they have never seen before.
The goal of responsive search ads is to show a different combination of titles and descriptions for different users depending on their unique queries and search history. Google will alternate between the titles and descriptions, showing thousands of different versions of the ad. The search engine will then find the most effective title and description combination and use it the most often. This is a simple yet strategic way to create an effective marketing strategy. You can boost your engagement and reach more potential customers with the most effective version of your ad.
Starting June 30 this year, responsive search ads will be the only search ad type that can be created or edited in Google standard search campaigns. It will help simplify the way you create search ads and make it easier to drive performance.
To prepare for this upcoming change, it is worth discussing the benefits of creating responsive search ads.
Personalization is one of the main benefits of responsive search ads. A lot of people find marketing personalization very appealing, so it's important to make your ads as personalized as possible.
Responsive search ads are displayed based on a user’s search history, past clicks, device type, and search query. Google will then use the title and description you wrote that is most relevant. It can also be tailored depending on a user’s current location, regular location, or location of interest. With responsive search ads, you’ll benefit from a more personalized ad experience.
When a user is searching on their mobile device compared to their computer, the size of the device is different. Meaning, they can see less of the title and description of your ad. With the help of responsive search ads, you can allocate smaller-width headlines and descriptions for the mobile experience.
With responsive search ads, Google will use thousands of variations of your search engine ads. They will automatically be testing the different versions of your ad, so you don’t have to micro-analyze CTR or impressions anymore. This ad type will save you time since Google will do the testing for you and drive higher results.
Having more headlines and descriptions means your ads will compete in more auctions, match more queries, and ultimately reach more customers. One of the main benefits of using responsive search ads is increased reach while having an increase in the results as well.