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In the ever-evolving Google Ads world, online marketers are used to different ads coming and going. Since the introduction of ads, there have been text ads, expanded ads, and responsive search ads. Google introduced responsive search ads in 2018 to match effortlessly with its push for automation and machine learning.
With responsive search ads, marketers have better chances of advancing from one base to another while at the same time scoring a run. That’s because the latest default ad type for Google search campaigns provides more room for faster and easier optimisation.
In the world of responsive search ads, marketers need to ensure their message speaks directly to their potential customers and be unique than ever before. In this article, I’ll explain what responsive search ads are and provide useful information to help you get started with this pay-per-click ad type.
Responsive search ads (RSAs) are the most flexible and largest Google search ad format. They’re different from traditional search ads, where marketers write their headlines and explanations together to create a static text ad. A responsive search ad allows marketers to write a maximum of four different descriptions and fifteen different headlines.
These headlines and descriptions can be arranged in more than 40,000 different permutations, meaning the testing possibilities are almost endless. Google shows these ads randomly depending on their relevance to the searchers’ questions.
How Do Responsive Search Ads Work?
Your responsive search ad may appear a little different based on where the results display and the search terms. Responsive search ads consist of various components, including:
- Headlines: These are short, hyperlinked descriptions designed to attract potential customers.
- URLs: These are actual or display URLs for landing pages.
- Descriptions: These are lengthier explanations that form the ads’ main bodies.
- Extensions: These are extra hyperlinks below the ad descriptions that provide additional options to click.
Additional components include images, a business name and a logo. After including all these components in your responsive search ad and submitting it, Google will automatically test multiple headline combinations and descriptions and know which ones perform excellently.
Responsive Search Ads Best Practices
Here are four proven practices for creating top-notch responsive search ads.
Create Distinctive and Concise Headlines
Responsive search ads allow you to add up to fifteen headlines, each with a maximum of 30 characters. Google’s algorithm optimises different headline-description combinations in order to provide new information in each ad.
Remember, distinctive, concise and easy-to-digest headlines work excellently. Ensure each headline highlights a fresh point and says something unique. Each headline should include important elements like benefits offered, relevant keywords, product and brand names.
Use at Least Three Popular Keywords in Your Headlines
An ad headline that includes terms searchers use increases ad visibility. The chances of searchers clicking on your ads are also higher. Headlines built on popular terms are likely to attract potential customers.
Be Descriptive with Your Descriptions
Your description needs to have a maximum of four lines of text. With this number of text lines, your responsive search ad will have the power to deliver the information you want to your potential customers.
RSAs only display two descriptions simultaneously, and each line features a maximum of 90 characters. Utilise these description fields to illustrate the information you didn’t cover in your headlines.
Use Top-Rated Google Ads Reporting Tools
A Google ads reporting tool allows you to gain access to accurate information, including click-through rates, impressions, quality scores, and more. It helps you capture your marketing data on a single control panel for actionable information at a glance.
A Google ads reporting tool also helps reduce time-consuming tasks, improve accuracy, cut costs and increase productivity. With the best Google ads reporting tool, you can track how your campaign is doing, allowing you to take action to achieve your goals.
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