Responsive search ads are a versatile ad format that automatically customizes the most relevant message for each user. When creating an ad, you enter multiple headlines and descriptions. Google’s machine learning combines these elements and tests different combinations to see which ones work best over time. The end result is the most relevant message that is displayed to the customer.
Responsive search ads became the default ad type in Google Ads pay-per-click (PPC) search campaigns on February 18, 2021. This change is not surprising given the increased role of automation in Google Ads.
Responsive search ads change their content to show the most relevant message to users’ search queries. This allows them to reach a wider audience and can improve conversion rates and overall campaign performance. According to Google, advertisers using responsive search ads can expect to see a 10% increase in clicks and conversions compared to standard text ads.
However, the benefits of responsive search ads go far beyond these numbers.
Here’s an example of a responsive search ad appearing in Google search results:
How to set up responsive search ads in your Google Ads PPC campaign
Sign in to your Google Ads PPC account and select “Responsive search ad” from the “Advertisements” menu.
Select Ads & Extensions from the left menu.
Click the blue plus button at the top.
Select Responsive Search Ad from the menu.
Enter your headlines, descriptions, and final URL for your ad.
Select a search campaign and ad group.
Enter your final URL (this is the address of your landing page).
Enter display paths for the display URL (optional).
Add at least 5 unique headlines (3 to 15). The tool will suggest keywords for your headlines.
Enter at least 2 unique descriptions (2 to 4).
The performance indicator will show you how well your ad is doing as you create it. You will also be able to see a preview of it in different combinations.
Save your ad.
5 Best Practices for Using Responsive Search Ads in Your Google Ads PPC Campaigns
The following tips will help you optimize your responsive search ads to increase clicks and conversions:
Add at least one responsive ad per high-performing ad group.
Google recommends including at least one responsive search ad per ad group. Use the ad strength indicator to ensure that your ad has a “good” or “great” rating, which increases the likelihood that it will show. You can have up to three responsive ads per ad group.
Use multiple unique headlines and descriptions.
The flexible format of responsive ads allows you to create multiple headline and keyword combinations, which increases reach and relevance. When creating these ads, try to include as many unique headlines as possible to increase their effectiveness.
Borrow content from your existing expanded text ads.
Use headlines and descriptions from previous expanded text ads. This will help create more combinations with keywords that have already performed well.
Pin headlines and descriptions in specific locations.
If you want to control the order in which your headlines and descriptions appear, you can pin them to fixed positions. However, do this sparingly, as it can limit the number of possible combinations.
Increase ad strength to increase effectiveness.
Pay attention to the ad strength indicator, which shows how well your ad is performing. Improving your ad quality from “poor” to “excellent” can increase clicks and conversions by up to 9%.
Are expanded text ads supported?
Expanded text ads are still available, but they are no longer the default format for Google Ads paid search campaigns. You can run them in ad groups along with responsive ads. Google recommends running one responsive ad and two expanded text ads in a single ad group to improve performance.
Responsive search ads therefore highlight the trend toward automation and machine learning in Google Ads. Our digital marketing agency has been using responsive ads in PPC search campaigns, seeing clicks and CTRs increase compared to expanded text ads. Following these best practices, you can improve the performance of your PPC campaigns in Google Ads.
