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Best practices for responsive search ads now the default Google Ads format

05 March 2021 (Edited 23 March 2022)

Responsive Search Ads are now the default format as Google continues to streamline ad system

Although you can still use and edit existing Expanded Text Ads, and create new ones, Responsive Search Ads are now the default Google Search Ads format.

For Responsive Search Ads, advertisers create a series of "assets" - headlines and descriptions - which Google via machine learning serves up in various headline/description combinations.

Also, in the Recommendations section of the Google Ads interface, Google is providing recommendations for headlines and descriptions, which you can accept or ignore.

Sylvanus Bent, Product Manager/Google Ads made these recommendations in a recent post:

  • Use Ad Strength to optimize headlines and descriptions.
  • Use Location Insertion and Countdown Customizers to maximize relevancy to customers.
  • Use Smart Bidding and Broad Match Keywords [Note that Modified Broad Match is going away -DHB] to enhance performance while maximizing reach.
  • Review Cross-Campaign Asset Reporting to find out which headlines and descriptions resonate most with customers.

That's leading-edge stuff. Before tackling those recommendations, here's a short version of the nuts and bolts of Responsive Search Ads from Google Ads Answer:

  1. Add as many headlines and descriptions as you can.
    • Provide at least 8-10 headlines:
      • 5 that don't repeat same/similar phrases
      • 2 including keyword
      • At least 3 not including keyword but with other benefits and features
    • Provide at least 2 descriptions that provide additional information not in headlines.
  2. Reuse content from high-performing existing text ads.
  3. Add popular keywords to headlines.
  4. Edit intelligently to get 'Good' or 'Excellent' Ad Strength ratings

That Google Ads Answer page also includes examples of good and bad responsive search ads. Check those out.

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David Boggs    - David
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External Article: https://support.google.com/google-ads/answer/9023565

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