09 Oct Quick Tips For Responsive Search Ads
Google is quickly evolving, and it’s looking to switch things up when it comes to paid search advertising. The result has been an upgraded version of expanded text ads, providing a whole lot of flexibility that combines “your creativity with the power of machine learning to help you show more relevant ads to more people,” according to the search engine.
Not sure what responsive search ads are or how to build effective ads? Here’s a quick look:
What Are Responsive Search Ads?
As Google continues to create tools that prepare users for the future, one of the keywords to come from this initiative is automation, and Responsive Search Ads are Google’s answer to this latest trend. Expanded text ads (which were phased out on 30 June 2022) were limited to three headlines and two descriptions. These were placed together to create one static text ad. In an attempt to create a more flexible search ad format, responsive search ads allow up to 15 different headlines and four different descriptions.
Using machine learning, Google matches headlines and descriptions in different combinations, serving them to the user based on several data points.
While automation plays a major role when ensuring users are served the best version of your ad, there are a few tips you can apply to make sure you get the best results.
Here are a few quick tips for responsive ads:
Use Everything At Your Disposal
It’s best to use everything at your disposal when crafting your responsive ads, and that includes utilising the 15 headlines and four descriptions that Google allows. This ensures you maximise your testing options which will improve the amount of learning Google does when it comes to providing an array of choices to your desired customer. However, because you’re serving up to 15 headlines, it’s important that you try to say something different and in a manner that grabs the user’s attention.
Don’t Forget Your Keywords
You want to get people to see your ad, right? Including search terms and keywords people actually use will increase your ad’s visibility while grabbing the user’s attention. For example, terms such as “plumbing near me” or “emergency plumbing services” are excellent phrases to include in your headlines if you are a local plumbing business.
Use Power Words
When it comes to any ad, you want to create a sense of urgency. A great way to do this is to use power words. Words such as “limited time only,” “shop now,” or “Sign Up Today” are all excellent calls to action when it comes to creating a sense of urgency for the user. Try testing out a variety of CTAs to see which one works best.
There is no one-size-fits-all with responsive search ads, so one of the biggest tips is to play around. See what works and what doesn’t and adjust where necessary.
Call the Experts
While the above are great tips to keep in mind, it’s not always easy to build effective responsive search ads. Whether you’re not achieving the desired results or you’re still struggling to understand how this form of paid advertising can help your business, don’t fret.
As one of the leading Digital Marketing Agencies in South Africa, we’re ready to help your business achieve the desired results! Speak to one of our experts today to find out more.
Originally posted 2023-03-08 14:48:00.