In 2020, Google unveiled a new and exciting feature to their online advertising platform: responsive search ads. Responsive search ads offer larger ad messages and a number of other benefits that make them a noteworthy addition to the platform.
Some marketing professionals have hailed it as one of the most significant changes to come to Google Ads since expanded text ads in 2016.
Considering the impact of this new feature, it is important to discuss exactly what responsive search ads bring to the world of PPC marketing and how they are different from normal expanded text ads.
What Are Responsive Search Ads?
In the past, marketers crafted a single, static ad text. You would write headlines and descriptions together to be published as your ad message. Expanded text ads helped the case by increasing character limits and adding more options for headlines and descriptions.
Responsive search ads, however, are truly a game-changer. You can write 15 different headlines and 4 descriptions. Google uses these to create different combinations and unique ad messages.
In total, responsive search ads can be arranged over 40,000 different ways. As Google tests these different permutations, it keeps track of what combinations work best and with which types of users.
Over time, it grows an understanding of the best possible ad messages to show to each audience segment. For most PPC markets, responsive search ads create better overall ad experiences that unlock higher metrics and superb campaign performance.
How Do Responsive Search Ads Compare To Expanded Text Ads?
Bigger is better when it comes to online advertising. The larger your ads and the more space they command on the SERPs, the more visible and enticing they are to prospective customers. Again, expanded text ads were able to give marketers more room to work with, but responsive search ads take it up another level.
Yes, paid search marketing and paid ads are necessary for every startup.
Expanded text ads allow for two headlines to be created, each consisting of 30 characters. It’s worth mentioning that both headlines are not always displayed; sometimes only a primary headline is posted with the ad’s description.
Headlines in responsive search ads have the same 30-character headline length. However, these ads offer an additional headline spot, for a total of three. A third headline slot means you can include even more valuable information in your ads to entice clicks.
Responsive search ads also have the edge over expanded text ads when it comes to descriptions. While expanded text ads grew the size of descriptions to 80 characters, marketers are limited to only one per ad message.
With the newest ad format by Google, responsive search ads, descriptions are expanded again by 10 more characters, for a total of 90. Moreover, these ads can include two descriptions, instead of only one.
Thanks to the added headline and description, and the increased character limits of both, responsive search ads double the maximum possible length of expanded ads, from 150 characters to a whopping 300!
More Advantages Of Using Responsive Search Ads
While increasing the size and visibility of your ad messages is a powerful benefit in itself, responsive search ads carry a number of other noteworthy advantages.
Testing Made Easy
With the ability to input many different descriptions and headlines into Google’s algorithm, marketers can test many ad assets simultaneously. Google even provides a report that shows the PPC manager which headlines and descriptions are most effective.
More Relevant Ads
Google doesn’t just try and assemble the best ad message from your descriptions and headlines. It tries to match the most relevant message based on the signals and behaviors of the user.
With more relevant ad messages, marketers experience the higher performance from their campaigns and even improve their Quality Score.
Thanks to the automation provided by responsive search ads, marketers can spend less time testing individual ad messages and more time learning what types of messages their audiences actually respond to.
Responsive search ads are undoubtedly a better option for many marketers over expanded text ads. Not only are they longer, but they provide far greater options to PPC managers.
That said, if you have existing ETAs in your campaigns, you do not need to pause or replace them with responsive search ads. Instead, supplement their performance with insights gathered from responsive search ads!