In a hyper-competitive online market, responsive search ads are a great way to help you stand out. However, it is not everyone’s cup of tea to create and optimise Google Ads responsive search ads (RSAs.)
As of today, one of the key platforms that marketers use is Google Ads. Many stats show that it will have a greater dominance in the years to come. But, how can you make the most out of your Google Ads?
Frederick Vallaeys, CEO and co-founder of Optmyzr, a PPC management software company, said during a session at SMX Next, that as his company has found thus far, “You’ll be able to use RSAs as the only ad format in upcoming days.”
In this blog post, we will be discussing 4 ways that Frederick Vallaeys talks about for enhancing the effectiveness of your entire marketing campaign.
So, let’s dive right in!
Make Use of Asset Labels by Analysing Them
To create responsive search ads, you must review and analyse the results.
For best results, Fredrick Vallaeys suggested analysing asset labels for at least 2 weeks and then replacing those that are not performing well.
“By opening your responsive search ads after this time, you can have an overview of how your different headlines and description lines are performing,” Fredrick Vallaeys said.
He further added,” The label that Google is giving you is taken from the performance, so it is an optimal move to optimise it again.”
So, with Google Ads’ asset labels, you can find out which of your assets are doing well and which ones require replacement. By doing so, you will be able to optimise your ads to ensure that your description lines and headlines are perfect. As a result, you will be yielding fruitful results from your ad campaign.
Bring Variations in your Headlines
Another great way to optimise your responsive search ads is by bringing in variations in your headlines.
As per Vallaeys, “By giving Google more variations, you will give Google the option to show the correct ads to the appropriate users at the right time.”
Since Google focuses on improving the user experience by providing many headline variants, you will also see an increase in your click-through rate (CTR.)
Nevertheless, it is imperative to know that an increase in click-through rate (CTR) does not guarantee an increase in conversion rates. However, it does give Google the versatility to create the perfect ad as per the situation.
“Fortunately, increasing the number of headlines also boosts overall impressions since it gives Google additional options in creating the best ad for each case, resulting in more impressions per RSA,” Vallaeys said.
“It is highly recommended that you make the most of the flexibility Google offers you by utilising the 15 headline variations and the descriptions”, he further added.
Review and Analyse Combination Reports
Once again, we come to a part that emphasises review and analysis, but, this time, on combination reports. The combination reports display how Google serves up its ad combinations. It can help you gain a bit of understanding of how the Google algorithm works.
“It is a wise decision to make sure that you do not end up having any crazy ad text combinations,” Vallaeys said.
“Google can sometimes jumble up the headlines if you have used quite a lot of them, and it can be in a completely different context that you are not happy with. So, therefore, this is a place where you can check the common combinations of the ads that Google serves,” he further added.
It can enable you to make combinations that work well for you and optimise your responsive search ads more effectively. Additionally, you can review the assets to see how many impressions they are receiving. Finally, you can replace those assets whose results are not up to the mark.
Set up Smart Bidding Automation
Vallaeys says that “if you are going for manual bidding allowing Google to show your RSAs, it is highly likely it will show ads to the audience that is not willing to convert as manual bidding is not good at handling that bit.”
He further added,” However, combining smart bidding with Google can help you show the correct ads through which you can get optimal results and that too with a little broad match.”
To conclude, we’ve learned that manual bidding gives you the option to allow Google to put your responsive search ads in any group, which can be a problem for you. Because it will not create the same impact and will not be able to convert your audience effectively. However, smart bidding gives you the advantage of getting Google Ads to show up automatically at the right place.
This type of mix-and-match bidding method can help advertisers to take full advantage of Google’s automation. Furthermore, the potential to do A/B testing inside the Google Ads responsive search ads can aid in achieving the requisite outcomes. It is wise to take advantage of Google’s machine learning algorithms to their maximum potential.
As the online market becomes more and more competitive, using effective tools and the right strategies is more than essential. And, Google Ads responsive search ads are one way through which you can stand out in front by getting an edge over others.
Therefore, follow the tactics we’ve discussed in this blog post to make the most out of your ad campaign by optimising your responsive search ads.
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