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Best Practices: Using Responsive Search Ads in Your Google Ads PPC Search Campaigns

Search Ads

Responsive search ads are very flexible ads that automatically adapt to show the right message to the right customer. You enter multiple headlines and descriptions when creating the ad. Google’s machine learning systems will mix headlines and descriptions and test different combinations of the ads to learn which performs best over time. The most relevant message will be shown to the customer.

According to Google, advertisers who use responsive search ads in their ad groups can achieve an increase of up to 10% more clicks and conversions as compared to standard text ads.

Read on these tips that will help you optimize your responsive search ads in your Google Ads search campaigns and increase clicks and conversions.

Add at least one responsive search ad per ad group with “good” or “excellent” ad strength

Use the ad strength indicator to make sure the responsive search ad has a “good” or ”excellent” ad strength, as this improves the chances that the ad will show. Remember, the maximum number of enabled responsive search ads allowed per ad group is three. It's best to create very specific ad groups based on your products with at least three quality ads, as recommended by Google. This enables Google’s systems to optimize for performance and may result in more clicks.

Add some unique headlines and descriptions

The flexible format of responsive search ads lies in having multiple ad combinations and keywords that can match customer search terms. This helps to increase search relevance and reach more customers. When building your responsive search ads, add as many unique headlines as you can to increase possible ad combinations and improve campaign performance. When creating a responsive search ad, you can add up to fifteen headlines and four descriptions. The responsive search ad will show up to three headlines and two descriptions at a time.

Use popular content from your existing expanded text ads

Use headlines and descriptions from your existing expanded text ads in the ad group when writing your headlines and descriptions for the responsive search ads. This helps you get more ad combinations with keywords that have already been proven to be successful in your marketing campaign.

Pin headlines & descriptions to specific positions to control where they appear

Responsive search ads will show headlines and descriptions in any order by default. To control the positions of text in the ad, you can pin headlines and descriptions to certain positions in the ad. Pinning is a new concept introduced with responsive search ads. Use the pinning feature sparingly. Pinning too many headlines and descriptions to fixed positions in the responsive search ad reduces the effectiveness of using this flexible ad format to serve multiple ad combinations.

Increase ad strength to improve performance

As you create a responsive search ad, you will see an ad strength indicator on the right with a strength estimate. The ad strength indicator helps you improve the quality and effectiveness of your ads to improve ad performance. Improving ad strength from “Poor” to ‘Excellent’ can result in up to 9% more clicks and conversions, according to Google.

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