In a perfect world, you would mix and match hundreds of ad headlines and descriptions, until you finally come up with the perfect combination. A combination that would surely capture the attention of customers. But let’s be real, no one has time for that and Google knows it. That’s where responsive search ads come into play. With responsive ads, you enter multiple headlines and descriptions at once, and Google will do all the heavy lifting. Sounds great, right?
Here’s everything you need to know:
Responsive search ads allow up to 15 headlines and 4 descriptions (a minimum of 3 headlines and 2 descriptions are required). By combining headlines and descriptions in each and every way, Google is able to create up to 43,680 different ad combinations. Google Ads will test each of these combinations over time in order to understand which perform best. The more headlines and descriptions you enter, the better chances you have of Google being able to serve an ad that is most relevant to the potential customers’ search query.
In order to create the most effective responsive search ads, it’s best to supply as many unique headlines and descriptions as possible to avoid redundancy. However, this does not mean that you need to come up with entirely new content. One good idea is to take the headlines and description of your best performing text ads and use them in your responsive search ads. Odds are, if they work well for your already existing text ads, they will most likely work well in your responsive search ads as well. It would also be effective to add keywords to your headlines, thus increasing the relevance of your ads. After all this is done, you can always check the feedback and action items that are provided by Ad Strength to see if anything else can be done to improve ad effectiveness.
The real question is whether or not responsive search ads actually provide better results. Ideally, responsive search ads not only save you time, but they should also give your ads the opportunity to compete in more auctions and reach more potential customers. According to Google, responsive search ads have a CTR that is 5-15% higher than that of standard search ads. However, whether or not your ads will see the same boost in CTR depends entirely on the industry that you’re in and what your customers are looking for. The only way to know for sure if responsive search ads are the way to go is test them out for yourself. So, enter your headlines and descriptions, then sit back and relax while Google does the rest.