If you had the ability to put the perfect ad in front of the consumer at the perfect time, would you want to do that? Responsive search ads do that and more.
When running Google Ads, you are probably most familiar with the basic search ad. 3 headlines, 2 descriptions, and extensions. Your options always seemed somewhat limited. Google, in response to this, unleashed responsive search ads, and the difference is amazing.
Below, we’ll detail the features in responsive search ads, and how they can be an effective tool, both in terms of engagement and efficiency.
What are Responsive Search Ads?
In a nutshell, these are ads run on the Google search network that give you the ability to use machine learning to have the most effective ads display at the right time. The goal is to match the correct headlines and descriptions up to the proper search at the correct time on the SERP.
This is achieved through artificial intelligence. Google’s Ads platform learns over time how consumers respond to assets within the ad, and enable the ad to display the most powerful combination to the consumer. Essentially, when a married white female searches for “X” at lunch, she will see a very different ad than the single Hispanic male who is searching “X” at dinner.
Geography, age, occupation, and even web browsing activity can play a role in how responsive display ads are served.
The Difference?
A standard expanded text ad allows for 3 headlines, and two descriptions. These are fixed assets, which means when you create the ad, this is the ad that will display. In responsive search ads, you can create 15 headlines and 4 descriptions. The ads platform will display any 3 headlines and 2 descriptions it feels will create the most impact.
This means that you have approximately 40,000 potential combinations that can be served when the ad wins an auction. Machine learning is so advanced, that it is able to display headlines and descriptions based on billions of data points, customized to the searcher and their query.
Why? Because at some point in the past, Google discovered that intent was a major factor in search. Understanding what the intent of the search query is enables Google to display more relevant results. This thinking then translated to the ads platform, where the ads displayed could be made more relevant to the consumer, while still giving the advertiser the creative control they desire.
Do Responsive Search Ads Work?
The short answer is: yes. The long answer is: YESSSS! The results show that responsive search ads lead to more clicks (22% more) and more conversions (29% more) than the more static expanded text ad.
One of the ways to test the theory is to place these ads into ad groups with expanded text ads. What you’ll see is more than likely what almost every advertiser sees. Impression share goes up, while the number of impressions drops. The CTR will be higher, and you’ll see more conversions than the ads that are bidding on the same keywords and appearing in the same searches.
The bottom line is that responsive search ads will help you increase your bottom line. By utilizing machine learning, these ads learn how to be more effective over time, and optimize results to give you better results. Want an expert to run your Google Ads? Contact us today for a no-obligation consultation.