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Google Ads Tutorials: Creating responsive search ads

Google Ads Tutorials: Creating responsive search ads


[Light music] 3.6 billion searches happen on Google every day. Consumers are more curious
and demanding than ever before, and expect ads that are customised to their needs. This leads to the question: How can you serve
highly relevant ads to each search query with little effort? In this video, we’ll discuss how responsive search ads
simplify the creation and management of Search ads. Responsive search ads are an ad format that adapt
to show more text and relevant messages to your customers. Using the power of machine learning, responsive search ads mix the
headlines and descriptions that you provide, to automatically test different
combinations and learn which performs best. By adapting your ad’s content to more closely
match potential customers’ search terms, responsive search ads
drive conversion and click uplift. Let’s get started. Select a search campaign
and click the “ads & extensions” tab, on the left. Click on the blue “plus” button. Select the “responsive search ad option” and then choose an ad group. First define your final URL. This is the page that
the ad will direct customers to. You can define a display URL. This is the URL that
will appear when the ad shows. It’s time to get creative
and write your headlines and descriptions. Responsive search ads
can show up to three headlines instead of two, and up to two description fields instead of one. Keep in mind that headlines
and descriptions may appear in any order, so ensure that your assets
can work together in any combination. The more headlines
and descriptions that you provide, the more combinations
Google’s machine learning can generate. For best results, follow these recommendations: Focus on providing as many assets as
possible which are distinct from one another. Remember, your responsive search ad may show up to
3 headlines and 2 descriptions side by side. Try to phrase an idea in different ways, since the system
avoids showing redundant text side by side. Think about additional benefits and features, a problem you’re solving, or even highlight shipping and return information. Test out creating
headlines of different lengths. Don’t try to maximise
the character count in every headline, since the machine learning model
will test both short and long headlines. Try to provide 2 to 3 more headlines
related to your keywords. Enter your headline and description options. Make sure you have reached the available limit by clicking
on the “add headline” and “add description” buttons. You’ll then be able to see an example of how your ad might look. On the right-hand side of the screen, you’ll see the “Ad strength” tool. Ad strength measures the relevance, quality, and diversity of your responsive search ad content. Combined with actionable feedback, Ad strength makes it easy for you
to improve the effectiveness of your ads. Ad strength is available when creating a responsive ad, and also as a column. Think about reusing assets that
performed well in your expanded text ads. The same quality content that worked in your
text ads will work for your responsive Search ads. By default all of your headlines and descriptions can appear in any order. However, you can control where individual headlines or descriptions
appear in your ad by pinning them to specific positions. For example, if you have a disclaimer, or a specific offer that needs
to appear in every single combination, you can guarantee that by pinning the title. When editing or creating your responsive search ad, click the pin icon, and decide the position
you’d like to pin that headline or description to. If you pin multiple headlines
or descriptions to the same position, one of the assets will always appear. Pinning reduces the overall number of headlines or descriptions
that can be matched to a potential customer’s search, so it isn’t recommended for most advertisers. If you need to pin, try pinning two or three headlines or descriptions to each
position so that any of them can show in that position. This gives you more flexibility to find out which
headlines or descriptions perform best. Now click save to create your ad. For more step-by-step videos on
Google Ads implementation and optimisation check out Google Ads Tutorials. If you have any questions or for more information,
please visit Google Ads Help. [music continues]

16 thoughts on “Google Ads Tutorials: Creating responsive search ads

  1. I get ads on my home screen and everywhere else. They need to cut it down on ads. Sometimes they are just x's that I have to press to return to what I was doing.

  2. Hi Google. I don't find the 'Responsive search ad' in my board. Instead I could see only the Dynamic search ad, which I think is different.

  3. What is more efficient and productive: Using responsive ads with all keywords or creating ad groups for specific groups of keywords?

  4. It's a shame the reporting on responsive search ads is very poor. Eg it's impossible to tell which combinations have the best/worst CTR

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