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Google's New Responsive Search Ads

September 28, 2018

Google are continually evolving their products to harness the power of machine learning. Their ultimate goal is to deliver the very best experience for their users — aka your potential customers. Their latest offering is Responsive Search Ads which is already available in beta across some of our clients’ Google Ads accounts. We’ll begin rolling this out across all client campaigns as part of our ongoing active management and campaign testing/improvement process this month.

What are Responsive Search Ads?

Put simply, they are Google Ads that show more text, and more relevant messages to your prospective customers. Due to the powerful AI driving them, they respond better to the user intent (based on their search query), adapt to the device being used and also offer increased ad serving opportunities — meaning that your ads appear more often than ever before.

How does it work?

When setting up an Ads campaign there is now an option to add more headlines and descriptions than with the previous standard text ad offering ¬— advertisers can set up to 15 headlines and four descriptions. Dynamic pairing of the multiple headline and description combinations (using machine learning) means that as Google test the different combinations over time, they will ensure that the ad appearing is the most relevant one to the particular query and device — ultimately resulting in improved ad performance and lower campaign costs.

 

What are the benefits of Responsive Search Ads?

  • Multiple headlines mean more room to convey your message•
  • The ads are flexible and adapt to multiple device widths•
  • Save time with reduced A/B split testing and let Google’s machine learning do all the heavy lifting.•
  • Reach more potential customers and increase sales as your ads compete in more auctions and match more queries.

We look forward to seeing the impact of this powerful new offering on our clients’ campaigns over the coming months. If you’re keen on Google Ads advertising but don’t know where to start, drop us a line or give us a call — we’d be happy to help.

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Filed under Google Adwords

Written by

Karyn as co-founder of Apex Digital is primarily responsible for the marketing and strategic direction of the company. With 20 years of specific experience in the Digital Marketing field, Karyn has a wealth of knowledge in the industry and is heavily involved in product/service development for both the Digital Marketing and Website Development sides of the company.  

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Add a comment1 Comment

Reply Suraya Casey | October 10th, 2018 at 9:36am
It is a great new format, which seems to get past the built-in 'ad blindness' of web users nowadays -- especially younger audiences. The way the ad content is presented, usually with a lot of white space, also grabs attention within a cluttered visual landscape.

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