Responsive Search Ads: How They Work & Best Practice
Responsive Search Ads are a fairly recent addition to Google Ads, recent as in the last 12 months or so, but Google want every account to start using them.
Ad copy traditionally included a headline and description together as a single unit. From there, we would test ads against each another to determine the best messaging.
Responsive Search Ads are a bit different. You provide multiple headlines and descriptions as one unit and Google uses machine learning to determine the best combination.
When doing this, the algorithm also takes into consideration the user who's actually viewing that particular ad, and this makes them a bit different to the way standard ad copy worked in the past.
You can think about it a little bit like this, the messaging that resonates with you might not exactly be the same messaging that resonates with me. So Google is taking that into account. They're actually analysing up to 7 million signals people provide them with each month, whether that be people across Google Search, YouTube, places you've visited, things you do on your phone, what kind of pages you like etc. They're looking for the messaging that will resonate with you as a user and try to show you a headline and description combination at the right time to entice you to click.
Why should you use Responsive Search Ads?
They're really useful at rapidly determining what messaging works and importantly what messaging doesn't work. They allow you to tap into data Google has about users that isn't necessarily available to us as marketers.
They're also a really great addition to run alongside standard search ads because you can test rapidly. You can get an idea of, relatively quickly with enough traffic, what messaging is really working and what isn't and then incorporate that into your standard text ads and other marketing.
The other benefit they have is, Google have what they call the OptiScore, built into all their accounts. So by improving and adding Responsive Search Ads, you can actually improve your OptiScore, which can, it's not confirmed, but it can have some positive impacts on your overall ads account.
There are a few things to watch out for or at least be aware of with Responsive Search Ads and Matt also covers the 'gotcha's' in this video.
Great information for people looking to test and get the most out of Responsive Search Ads.
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