Google Ads is an important tool for many small and large businesses. Many businesses rely on this tool to push their products and services to their target audience while generating cost-effective leads. Local Brand Advisor notes that Google effectively sunset expanded text Ads on June 30, 2022, four years after introducing the feature. The outcome of the latest development is that Google Ads users are now left with Responsive Search Ads.
Business owners who wish to maintain their previous successes or those looking to beat their past numbers must now learn more about responsive search ads. This article covers the important things you should know about responsive search ads.
Responsive Search Ads (RSAs) Explained
Responsive search ads are fluid and designed to adapt to the medium upon which they are displayed. This means the ads can automatically adjust their appearance, size, and messaging to fit the respective platform they’re displayed on across the Google network.
One of the biggest advantages of responsive search ads is their ability to appear on Search, Gmail, Google Shopping, and other ad-enabled Google property. Another advantage is that they can be tailored for the searcher and around their search intent.
Components of Responsive Search Ads Work
Business owners must understand how responsive search ads work to get the most out of them. To do that, they must understand the three core components of such ads, which include;
Headlines: Ad users can have up to fifteen (15) different headlines present for their responsive search ads. Google will test a combination of the headlines across different users and intents to determine the best-performing headline.
Description: Users can provide up to four (4) different descriptions for their responsive search ads. Similar to the headlines, the descriptions will be tested to determine performance, and the best ones will be selected.
Path fields: While this component is optional, it is highly recommended when setting up a responsive search ad. The path field allows users to provide additional information for their ads, including the business or website and the URL or specific product page.
Each responsive search ad combines options from these three core components to show customers or search engine users based on their search intent.
Benefits of using Responsive Search Ads
While many business owners and Google Ads users are more familiar with the expanded text ads, responsive search ads also have several benefits to leverage. In measuring the benefits of responsive search ads, users must consider three important factors;
- Ads visibility
- Leads generation
- Ads conversion
While many are more particular about the visibility of their ads, the metric doesn’t add much to the business’ bottom line. In fact, a good measure of ad performance would be ad responsiveness and conversion rate. In this context, responsive text ads offer users a greater chance of generating better leads based on true intent and improving conversion rate (by directing users to specific websites or product pages to make final purchases).
Essentially, a responsive search ad offers improved results as Google tests the three core components to decide which is perfect for each user and which is most likely to deliver the most results.
How To Create Responsive Search Ads That Drive Quality Results
Results are the most important measure of your ads’ success. Below are some tips on how you can create result-driven responsive search ads.
Keep headlines short and catchy: Ensure that your headlines are streamlined to deliver only the important information. If it’s too wordy, trim it down to the essential point. Always remember that it’s an ad and not a paragraph.
Use relevant keywords: Keywords are an important part of your visibility. Determine the keyword your audience is most likely to use to find you or similar businesses and incorporate it in your headline and description.
Design stand-alone ad copies: Your ad copy should be punchy and should deliver all the motivation and direction your audience needs to act. Ensure that the copy is clear and can stand alone to drive sales and conversion.
Be creative: Remember that a combination of headlines and descriptions can end up together. With that in mind, ensure creativity when drafting your headline and copy. This helps avoid redundancy and improves conversion.
Test, test again, and re-test: The best ads combine tests and results. You should aim to test as many variants as possible to determine what works best. Even at peak levels, continue testing as you may discover a better-performing ad combination.
Evaluate ad score: While observing the tips above, it is also important to consider your ad score and see where you can improve. If the ad score is bad, find creative ways to improve it for better results.