September 5, 2019

Responsive Search Ads Will Change How You Build Your Next Campaign

By Infogroup Staff
Responsive Search Ads Will Change How You Build Your Next Campaign

In an effort to further align Google's revenue generation capabilities with your advertising success, Google has launched responsive search ads, which put Google's powerful machine learning technology to work for you, delivering the best ads to the right customers at the right time.

While this new feature is in its beta stage and we expect it to further improve over time, it already takes a lot of the guesswork out of getting started with Google Ads™, and optimizing ad performance, to help you reach more people through their ad platform. Let's explore what the hot new feature does and how to get it set up and working for you.

What Are Responsive Search Ads?

Responsive search ads are a more personalized and optimized form of ad. Google Ads uses its big data depository to help you deliver the most relevant ad to the most likely customers in search results. You could spend weeks and lots of money trying to A/B test your headlines and descriptions to see which are the most effective.  Now, Google puts its big data to work for you, automatically testing your ads to find the best ones, then showing those ads to earn clicks. When people click on that ad both you and Google win.

By aligning their revenue generation with your success, they're solidifying their place as the top ad platform for businesses of all sizes.

Why Are Companies Switching to Responsive Ads?

Digital marketing has gotten increasingly complex year over year. It's at a point where people who don't have access to more advanced software as a Service (SaaS) and Data as a Service (Daas) programs can't compete. These types of programs help businesses collect, aggregate and analyze massive amounts of data no human could decipher. They eliminate the many tedious and repetitive, yet important digital marketing tasks through automation.

By launching responsive search ads, Google is helping put smaller businesses on a more level playing field with Fortune 500, giving them access to tools that enhance customer experience and optimize ad performance faster.

Responsive search ads save companies of all sizes significant time and money by giving them free access to the benefits of Google's big data. These tools take the tedious testing out of the equation so that companies can focus on producing creative ideas.

Responsive search ads help you expand your ad portfolio, giving you more opportunities to compete in various settings automatically so that Google Ads can determine where your strength is and help you work toward it.

Google wants you to try their new more dynamic ads option. To encourage you to do so, they're giving those who use the function three headlines instead of two and a longer 90-character description.

Responsive Search Ad Best Practices

When you choose responsive search ads, you'll be taken to a screen where you'll enter the ad information. Google Ads will help you test up to 15 headlines and up to four ad descriptions.

Creating Effective Headlines

In a single Google Ads headline line, Google Ads shows three headlines separated by "|". For example, a three-part headline might look like this: ABC Financial Advisors |Free Consultations | Over 50 Years Experience

Using your 15 headlines options, create unique headlines that accentuate what you offer, your selling points, and calls to action:

  • Best Enchiladas
  • High-Quality Flooring
  • Money-back guarantee
  • Free shipping on $45+
  • A+ Rated By BBB
  • 5 Stars on Yelp
  • Over 1M Happy Clients
  • Buy 3, Save 15%

Some headlines can reasonably appear in positions 1,2 or 3, while others should ideally not be the leading headline or not be combined with other similar headlines, so you can also choose to keep headlines in a given position.

Google Ads will automatically test various combinations in many searches to choose the most effective ad for you. But don't leave it all to Google or you'll end up with ads, such as: Free Returns | Get Free Returns | Free Shipping $45+

Creating Effective Descriptions

Google will show your top description most often, starting out, so lead with your best description, then create other relevant variations.

  • Get the enchiladas rated best in town. Order online for fast delivery.
  • If you're in the market for a new floor, we have the widest, top-quality selection
  • Are you confident in your retirement portfolio? Take this portfolio health test.

Use this opportunity to expand on what you offer and entice searchers to click on your ad. Once again, Google will test the options you provide to it to choose the optimal headline and description combinations in various searches.

Assessing Your Ad Strength

Google applies an algorithm to judge your ad strength during the variation creation process. If your variations are too similar or you fail to create enough variations, it may rate the ad "poor". In this case, you should keep at it. Improve that score. If they show your ad being good or higher, then that's a good place to start. You can improve your methods over time.

How Big Data Powers Responsive Search Ads

Google already has the big data, they're simply putting it to work in a new way to mutually benefit themselves and advertisers on their platforms. Through machine learning they can optimize:

  • Your headline (limited to the headlines you provide it)
  • Ad position, helping you gain optimal ad visibility in the searches where you're likely to have the highest success rate
  • Overall performance

While Google puts their big data to work for you, realize that they're also putting it to work for your competitors. It's important that you understand how to make the most out of this free ad testing by employing your own collected data.  Use your own data to:

  • Develop more effective headlines and descriptions from the start. If you give yourself a head start, you'll get where you want to be faster. Which selling points and factors matter most to your target audience? To which CTAs are they most responsive?
  • Segment ad groups to send the right message to the right people
  • Choose more effective keywords
  • Segment by device, match type, geography, and more to reach your ideal customers
  • Cut costs by employing negative keywords and avoiding certain searches. It won't do you any good if Google decides your ad performs best in a search that is not your ideal customer. Your own use of big data and analytics prevents this.
  • Keep a close eye on ad performance and make adjustments as needed to further optimize
  • Optimize your landing pages to get the most value from these added clicks. If your landing page underperforms, having these enhanced ads does little to help your business succeed.
  • Make real-time decisions with real-time data to trim the waste caused by delayed indicators.

Get the Best Results with Big Data

Infogroup helps companies expand their reach, generate leads, foster loyalty and grow through access to the data and tools they need to delight customers and maximize profits. Our SaaS and Daas tools give you the competitive advantage you need to thrive in complex data-driven industries. Find out how we can help you get the most out of Google's latest innovation. Contact us to learn more.