The Ultimate Guide To Creating Google Ads Responsive Search Ads

Google Ads Responsive Search Ads allow marketers more flexibility when delivering messages to users. Being able to adapt your messaging so that it’s more relevant means that over time, you can improve campaign performance and invest smarter on the content that works.

You create multiple headlines and descriptions when creating your ads that Google Ads then automatically tests, taking away much of the guesswork when looking at which combinations deliver the best results.

Watch our YouTube video where Uzair talks about Google Ads Responsive Search Ads. You can watch it here.

What Are The Benefits Of Creating Responsive Search Ads?

Google Ads Responsive Search Ads allow you to do multiple things including the following:

  • Create flexible ads that adapt according to device widths, giving you more room to share your message with potential customers.
  • Save time by letting you provide multiple headlines and description options, for Google Ads to then show the most relevant combinations to your customers.
  • Reach more potential customers with multiple headline and description options that give your ads the scope to compete in more auctions and match more queries.
  • Tailor your headlines and descriptions to your customers’ locations, regular locations or locations of interest.
  • Increase ad group performance by attracting more clicks and conversions that your existing text ads aren’t capturing.

How Does Creating Responsive Search Ads Work?

responsive search ads

They say the devil is in the detail and the more relevant your search results, the more likely click-throughs are. With that in mind, the more headlines and descriptions you enter, the more opportunities Google Ads has to serve ads that more closely match your potential customers’ search queries, which can improve your overall ad performance.

google responsive search ads

You can choose up to 15 headlines and 4 descriptions, and when you enter your headlines and descriptions, Google Ads will group the text into multiple ad combinations. As users search, a maximum of three headlines and two descriptions will be selected to show in different combinations and orders. This means, over time, Google Ads will test the best performing ad combinations, and learn which combinations are the most relevant for different queries.

Choosing Your Headlines

You’ll have already completed your keyword research, so you’ll know those words you’re targeting. It’s important you make sure at least one word is appearing in some of the headlines you create. Bear in mind that your content can appear in any order, so you’ll need to ensure that headlines and descriptions work as standalone content as well as making sense in combination.

Top tip: Writing your first three headlines as if they’ll appear together in your ad is a great way to make sure your ads are relevant and make sense to the user.

Try to create as many unique headlines as possible because this gives Google Ads more options for creating relevant ads, which ultimately will increase performance. You could highlight a particular product or service and its benefits, provide a solution to a common problem, or even provide shipping and returns information. To create even more headlines, look at different variations such as two or three call to actions.

Don’t Reinvent The Wheel

It’s worth mentioning, it can initially feel daunting creating a large number of headlines and descriptions for what is essentially one campaign, but it doesn’t need to be. If you have previous high-performing text ads, you can use the same copy when creating your responsive search ads – relevant messaging will always perform well, and repurposing good content is smart marketing.

What If A Specific Message Needs To Appear In Every Ad Combination?

While we’ve said that messages can appear in any order and combination, inevitably, there will be occasions where a specific message needs to appear every time. It might be a disclaimer or time-limited offer for example. When creating your responsive search ads, you’ll have the option to pin a certain piece of content to a specific position, such as the first part of every description.

Word of warning though – using the pinning option ultimately reduces the number of combinations at your disposal, so it’s not recommended in the vast majority of cases. If you do need to use this function, consider pinning two or three combinations to a pinned position to give you more flexibility and insight into better performing content.

Are Google Ads Responsive Search Ads For you?

Any campaign relies on a test and learns approach to ensure you’re creating the right messaging, for the right users, at the right time. By creating responsive search ads, you’re automating that process meaning you can continually improve your content and increase the performance of your ads.

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