With Google AdWords, you can now create an ad with up to three headlines and two descriptions with responsive search ads. The descriptions also have an extended 90-character limit. Google will conduct tests themselves to analyse these combinations and serve the combination which is most likely going to achieve the advertiser’s set goals.
Google has also recently launched a beta for its responsive search ads. The format is currently only available to a selected amount of AdWords users. However, it is expected to be available to all users soon. Responsive search ads allow you to set a variety of combinations of headlines & descriptions and optimise ad delivery based on the top performing combination. They are powered by Google’s machine learning.
There have been some ad types before, such as dynamic search ads and automated ad suggestions. These were efforts from Google to get advertisers away from A/B testing and add three different ads in each group. Responsive search ads do just this but in a more automated way.
What does this mean for me?
With responsive search ads, advertisers will have better opportunities to compete in more auctions. This is because there are more options for the keywords to trigger the advertisements. In turn, it is expected that responsive search ads should have higher click-through rates. Advertisers will also be able to upload 15 unique headlines and descriptions. Google will then utilise them in ad delivery and choose the best ad for the advertiser. This will, in turn, allow advertisers to save time on what comes with traditional A/B testing. Responsive text ads are an indication that the practice of A/B testing could be coming to an end. There’s also rumours that you may be noticed more from end users when this initially starts, as a ‘thank you’ from Google for giving the new machine learning option a go.