Even if you’re only semi-familiar with Google’s advertising platform Google Ads, you’ll know that it’s a tool that is continuously evolving. In recent years there have been numerous changes including multiple iterations of the UI, the introduction of expanded text ads, and the rebranding from Google AdWords to Google Ads.
And now in mid-2022, another big change has been put in place: users of Google Ads will only be able to create Responsive Search Ads as part of their paid search campaigns.
In this article, we look at the rationale behind this move, before giving actionable advice on how to create powerful Responsive Search Ads.
Why the Shift Towards Responsive Search Ads?
To make sense of Google’s shift toward Responsive Search Ads, all of us involved in marketing need to be aware of the changing search landscape.
The smartphone is at the core of Google’s shift toward Responsive Search Ads. Most of us are always within arm’s reach of our phone or some other internet-connected device and that means that all of us are searching Google more often.
Not only are we searching on Google more often, but we’re also wording our searches differently. Search phrases are becoming more localized as we search on the move or taking on more of a conversational tone as people search whilst engaged in discussions.
With access to the internet a matter of seconds away, most people choose to immediately search Google for answers. Search queries reflect peoples’ initial thoughts or questions in real time. As Elon Musk pointed out; “We’re already cyborgs…your phone and computer are extensions of you.”
Responsive Search Ads take the changes in search trends into account, allowing advertisers to more effectively show their ads on mobile and tablet devices.
The Responsive Search Ads Format
The Responsive Search Ad (RSA) format differs markedly from Expanded Text Ads. Google asserts that RSAs ‘simplify the creation and management of search ads to ensure that customers see ads that are customized to what they are searching for.’
The responsive search ad format consists of:
- 15 headlines (30 characters each),
- 4 description lines (90 characters each),
- 1 landing page link, and
- A choice of ad extensions.
Google’s machine learning-powered system automatically generates ads based on your headlines and descriptions. Machine automation then orders your ads, in optimal combinations, based on the audience search query.
How To Create High-Converting Responsive Search Ad
1. Focus on ‘Ad Strength’
To maximize the performance of your Responsive Search Ads, focus on Ad Strength. Ad Strength is an indication of how well your ad copy follows Google’s best practices for optimal performance. Scores range from ‘No Ads/Incomplete’ to ‘Poor’, ‘Average’, ‘Good’, or ‘Excellent’.
Use Google’s Ad Strength tool to measure Ad Strength. At a minimum, ensure your Responsive Search Ads ads score ‘Good’.
2. Ensure Good Keyword Density
Keyword density has a big impact on Ad Strength score. Try to include your relevant keywords in your headlines and descriptions. The Keyword Insertion tool makes it easier to identify the popular keywords within your ad group.
3. Ensure Your Headlines Are Concise & Unique
Headlines have a 30-character limit to help you communicate your offer as clearly as possible. Within your headlines, you can combine key elements such as your brand name, product names, relevant keywords, and calls-to-action.
4. Aim to Write as Many Headlines & Descriptions as Possible
Although you only need to include 8 headlines and 2 lines of description for your ad to qualify, try to write as many headlines and descriptions as you can for each of your Responsive Search Ads. The more headlines and descriptions you provide, the more combinations Google Ad’s machine learning program can automatically generate and test.
Keep in mind that headlines and descriptions will rotate. Therefore, make sure that your headlines and descriptions will make sense in various combinations.
5. Write Detailed Descriptions
Descriptions are where you can build upon your eye-catching, keyword-heavy headlines. With each responsive search ad having a maximum of four description lines, and each description line having a 90-character limit, descriptions allow you to get persuasive.
It’s always wise to include details that differentiate your offer from that of your competitors, so be sure to include details on USPs, limited-time discounts, and specific benefits. Finally, don’t overlook the value you can gain from one last brand mention and the inclusion of calls-to-action at the end of your descriptions.
6. Localize Your Ads
With Google’s machine learning-powered system becoming better at matching ads to search queries and more people searching whilst on the move, it’s essential that you write some localized headlines and descriptions. Target searchers who are looking for goods and services in cities or even specific neighborhoods – as long as your offer is solid you often don’t need a brick-and-mortar store to capture new leads in this way.
If you do decide to localize your ads, remember to write standalone copy. That is, your headlines and descriptions should make sense when Google Ads automatically combines your various headlines and descriptions.
When establishing your paid advertising strategy it’s essential to focus on building effective campaigns. We offer a range of services related to paid advertising from helping clarify your objectives to designing market research methods.
[simple-author-box]
