On August 31, 2021, Google announced that responsive search ads will be the only type of search ad that can be created or edited in standard search ad campaigns as of June 30, 2022.
This is a big change that will affect search ad campaigns across the globe. Even though there is a little under a year until the change becomes official, it is a good idea to get a head start and pivot your search ad campaign to using responsive search ads.
Luckily OppGen Marketing is focusing on pivoting many campaigns to responsive search ads to put our clients ahead of the change. Contact us to learn more about our marketing efforts and strategies.
Before you go all-in with responsive search ads, let’s go over the basics of these ads.
What are Responsive Search Ads?
For those unfamiliar, responsive search ads are a type of paid search advertisement that makes search ad creation and management simpler through the power of machine learning. Using the content you’ve already written, Google will generate flexible ads and show them to prospects.
Compared to the expanded text ads (the ad type responsive search ads are replacing), responsive search ads are more flexible and adaptable because they can show more or less text depending on the device a prospective user is using. The content itself can also change based on what prospects are searching for.
How Google Ads Generates Responsive Search Ads
Google Ads generates responsive search ads through automated machine learning. When you enter more headlines and descriptions, you’re giving Google Ads more options for creating new ads that can more accurately match with prospects’ searches.
Once you enter headlines and descriptions, Google Ads takes them and assembles them into several different combinations. You can submit up to 15 headlines and 4 descriptions for one responsive search ad. In the ad itself, you will be able to have a maximum of 3 headlines and 2 descriptions. If you need a specific headline or description to be consistent across all responsive ads, you can pin them to certain positions. Otherwise, the headlines and descriptions can appear in any order.
When you write these ads, it’s important to remember to make sure the headlines and descriptions are relevant to one another to avoid the generation of an ad that doesn’t quite make sense.
What Are the Benefits of Letting Google Ads Generate Responsive Search Ads?
Spend Less Time Writing Ad Copy
Instead of writing fresh ad copy for every single search ad, responsive search ads will make it look as though every ad is new by mixing and matching headlines and descriptions.
Provide More Flexibility in Your Message
Different devices have different widths, and different widths can result in your ad’s message getting cut off. But by giving Google Ads multiple options to use, it can determine which headlines and descriptions will best fit the device.
Tailor Ads to More Prospects and Bring in More Customers
You can change your headlines and descriptions to include information like your prospects’ locations or locations of interest. Responsive search ads’ flexibility also allows them to better match prospects’ search queries, which can result in more clicks and conversions.
Improve Campaign Performance Without Lifting a Finger
By giving Google Ads multiple options to work with, it can mix and match ads and determine which ads are the most effective when it comes to conversions, clicks, and other goals, and will then push those ads more often.
Learn More About Responsive Search Ads
Although June 30, 2022, is nearly 280 days away (at the time of this blog’s publication), it’ll be here before you know it. If you have any questions or concerns about this big change in Google Ads, talk to the experts at OppGen. We’re already working on shifting campaigns to responsive search ads so we can be better prepared for when the change happens.
For more information, contact us today.
