This article on Google Adwords Responsive Search Ads, we will be discussing what these ad types are, how to set them up, and how to utilize them properly to get a better ROI.

 

Watch the video version of this article below:

What are responsive search ads?

Responsive search ads are an important part of ad campaigns because in addition to your manual text ads, you can use Google’s power of machine learning to get relevant messages to new customers.

Overall, we see an uptick of 10% increase in clicks and conversions with responsive search ads added to ad groups.

 

With Google Ads responsive search ads, you can create an adaptive or responsive ad that will show more text and or more relevant messages to customers.

By seeding your campaign with multiple headlines and descriptions, over time, the system will automatically test different combinations and learn which combinations are giving you the best performance by aligning your ad’s content to be more in line with the terms that your future customers are looking for.  And that helps improve your campaign’s performance and your overall results.

 

Benefits of Google Adwords responsive ads

Flexible:  They adapt to device widths, giving you more room to share your message with new customers.

Save Time: You can save a lot of time by entering multiple headlines and description options, then let Google Ads show the most relevant combinations to your customers.

Local Connection: You can tailor your headlines and descriptions to your customers location or area of interest.  People love working with a local company and so your ads can be set to dynamically include the location they are searching for, presenting you as a local company.

Reach: You can reach more potential customers with multiple headlines and description options. With that array of options, your ads have more reach, more match, more queries, and more opportunities

Performance: Get better performance by attracting more clicks and conversions that your existing text ads aren’t capturing. Plus, you can compete in more auctions.

 

Tips on using Google Adwords responsive search ads

Be patient

It is important to allot enough time for the machine learning to kick in. I see this mistake often where people don’t give it the time it needs to test all the variations thoroughly enough to help you find the winners.  You will not see your best results upfront, allow the algorithm time to learn and you should expect to see results continue to improve.

 

Add more information

Google Adwords responsive search ads offer you a lot of room for headline and description copy. Be sure to use as many unique headlines and descriptions as you can. Avoid being redundant. Too many irrelevant headlines and descriptions will mess up Google’s ability to pair a good message to your audience.

 

Utilize the pinning feature

You have flexibility to guide your Google Adwords responsive search ads by pinning. For example, you can pin a disclaimer that you want to appear every time. Pinning something helpful to your campaign is great but don’t overuse it.

 

Do one per ad group

We’ve found that one responsive search ads per ad group will get you the best results. There is no need for more than that. Google is constantly testing the different responsive search ads elements against each other and thus, by putting multiple RSA’s in an ad group will only corrupt your data.

 

How to set up responsive search ads

 

Before setting up your ad, make sure that you already worked on your different headlines and descriptions so it will be easier to just copy and past them once you are creating your ad.

Go to your create and ad section in Adwords. You need to input your link first to start creating your headlines and descriptions.

Once you are on the headline and description sections, you can just fill up the lines provided to you. You can have a maximum of 15 different headlines and descriptions.

Tip: I suggest you complete all 15 headlines and descriptions so Google can fully optimize them to what they think are most relevant to your audience.

 

Conclusion

Setting up your responsive search ads in Google is pretty straightforward. If this is just your first time using this feature, do not be afraid to add and test them yourself. This will definitely bring in some improvements to your click-through rate and conversion.