New Google Responsive Search Ads can show 3 headlines, longer descriptions

We are finally here. We can now set up an ad with multiple headlines and a couple of descriptions, and Google will start testing combinations dynamically to serve the combination it deems most likely to achieve the ad's stated goal. As an added bonus the ad gets more space than a standard text ad.

Google's new Dynamic Search Ads are now in beta in AdWords, though they're not yet available to all advertisers.

They are part of the ongoing process to enable machine learning models to do the work of creative ad optimization. Some of the above initiatives: Dynamic Search Ads, Automated Ad Suggestions (formerly known as Ads Aggregated by Google), and Google's efforts over the past year to get advertisers to ditch manual A/B testing and add at least three ads. . per ad group. This is the same concept, only more automated. And, of course, there's the push for automated ad rotation optimization.

The argument for having multiple ad options is that your ad groups will have a chance to compete in more auctions when there are more options for keywords to trigger your ads. It also requires giving up more control to the machines. But responsive text ads are just one more indication that the days of manual A/B testing are coming to an end, and fast.

Need an incentive to try them? Google is giving responsive search ads more character properties than expanded text ads.

  • Show up to three headlines instead of two.
  • Show up to two 90-character descriptions instead of one 80-character description.
  • Advertisers add multiple headlines and descriptions when setting up Google's new responsive search ads.

Writing ad combinations and 'pinning' them

Advertisers can set up to 15 headlines and four descriptions in a responsive search ad. The other fields are the same as Expanded Text Ads.

The extra lines and automated ordering mean you'll have to think through the various combination scenarios. Google suggests writing your first three headlines as if they appear together (in any order) in the ad.

Try to differentiate headlines from one another by highlighting different features, benefits, offers, calls to action, etc.

Best practice for responsive text ads: write headlines that are relevant to the keywords in the ad group and include at least one of the keywords in your ad group in the headlines - still applies.

There is an option to "pin" headlines and descriptions to specific positions. This will be particularly useful for advertisers in sensitive categories that require disclaimers, for example. Keep in mind that if you only put a title or description in a position, that will be the only thing you will be able to display in that place. It is possible to pin some headlines or descriptions to a position to provide more flexibility in dynamic comparison.

To view metrics for search response reports, filter them in the ad type column, then download the report or open it in the Report Editor.

By: Joseph Angersoen
21 de November de 2018
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With more than 20 years of experience working in technology, web design and development, marketing and data analysis. We offer solutions to the challenges of today's competitiveness in an increasingly digitized world.

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