What’s going on?
So, Google AdWords (sorry Google Ads) have launched new responsive search ads. They launched in beta in certain places for certain advertisers. As of 26th July, we are not able to create them yet. They will be available to all advertisers later in the year. We are all here eagerly waiting for the opportunity to experiment with this new ad type.
What are Responsive Search Ads?
I thought you’d never ask. They are Google’s latest update on their search marketing platform. A larger ad will appear, comprising of 3 headlines of up to 30 characters each and 2 lines of description of up to 90 characters each. That’s a lot more real estate space on the SERP. Advertisers can write up to 15 different headlines and 4 different descriptions per ad group. Google will then use its “machine learning technology” to determine which headlines and descriptions are more likely to achieve a chosen goal.
What are the implications of this?
The main outcry is that this is another blow for those advertisers who are fans of manual A/B testing. Once the machines have full control over our PPC ads, what will they come for next?
There is the possibility of pinning headlines in certain positions on these new ads, so some slight manual A/B could be done. There won’t nearly be as much control as there previously was though.
Do you have any tips for making these new ads?
Why yes, I do. To increase your chances of having your ads appear is to add at least 5 headlines and make sure that they are different enough from each other. Once they are available to everyone, we will surely see advertisers who utilise these new ads to their full potential, and some that don’t quite get it.
What can I do about it?
Lucky for you, we have a team full of expert ad writers who are also keeping on top all the changes within digital marketing. If you would like to talk to one of them then get in touch.