Google Ads Releases New Responsive Search Ads Guide (PDF)
Google has released a new Google Ads PDF guide for RSAs, responsive search ads. The new guide is a 9-page PDF document that can be downloaded here.
Responsive search ads let advertisers create an ad that adapts to show more relevant messages to your customers, Google said. Enter multiple headlines and descriptions when creating a responsive search ad, and over time, Google Ads tests different combinations and learns which combinations perform best. By adapting your ad’s content to more closely match potential customers’ search terms, responsive search ads may improve your campaign’s performance, Google said.
This guide covers:
- The challenge with delivering the right ads
- Why responsive search ads
- How responsive search ads select combinations to generate Search ads
- Ad Strength: a feedback mechanism for creative content
- Tools to help create high quality assets
- Evaluate the effectiveness of responsive search ads
- AI-ready account structure: Smart Bidding, broad match, & responsive search ads
- Key takeaways
Ginny Marvin, Google's Ads Liaison, posted about this new guide on Twitter:
Understanding how RSAs are designed to work, what Ad Strength does (and doesn’t) indicate & how to use tools like Ad Variations are key to getting more out of your Search ads.For example…— AdsLiaison (@adsliaison) August 4, 2023
Did You Know?- 3 steps occur before RSA combinations advance to the auction- Ad Strength is a tool that looks at 4 categories identified to result in ⬆️ performance through regression analyses- Metrics like CTR can be misleading because they aren't goal (conversion) focused— AdsLiaison (@adsliaison) August 4, 2023
Here are some of the questions she answered around this new guide:
I’ll never understand how it’s virtually impossible to get an “excellent” score while pinning a few headlines into pos 1. Headline 1 should always be fixed because it should speak directly to the keyword being bid on. Headline 2 speaks to end customer pain points.
— Liad Ben-Shimon (@Liad_BenShimon) August 4, 2023
But I’d also challenge how you’re thinking about pinning. RSA looks at the context of each query & combos are assembled based on relevance & expected performance for the query. Your assumptions may be correct & get reflected in the ad combos served most often… 2/3
— AdsLiaison (@adsliaison) August 4, 2023
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