It’s happening! Ad automation is reaching a new level of autonomy. Google recently announced the introduction of a new feature to their text-based search engine marketing (SEM) ads for advertisers. Responsive search ads provide advertisers with a new level of customization and flexibility in order to provide the most relevant message possible to the target audience.
First, let’s identify exactly what we’re talking about here. In the Google Ads world of advertising, there are three primary ways that you can advertise: search engine text ads, display (banner) ads, and YouTube video ads. Responsive search ads are an extension of the search engine text ads.
Normal text ads allow for two headline segments that allow up to 30 characters each, and a description segment that allows 80 characters. With responsive search ads, you are allowed up to three headlines instead of two and can show up to two 90-character descriptions instead of one 80-character. They also change the way in which they display.
Google has essentially eliminated the need for A/B testing and writing multiple ads with multiple combinations of headlines and descriptions. Responsive search ads allow advertisers to write up to 15 30-character headlines and four descriptions to be selected from.
How does this help you and what does it mean for the future of your search marketing campaigns?
- Highlight key features, benefits or calls to action in various headlines and descriptions all within one ad. Then, Google will do the work for you in selecting the headlines and descriptions that are most relevant to the keywords entered!
- Cut down on guessing what combination of headline, description, and call to action will be the most appealing. Automation based on keywords takes over and makes the ad more compelling for you!
- Promote your brand or a feature you absolutely want in your search ads by pinning a headline into an ad.
In this digital marketer’s opinion, this feature in Google Ads is a game changer for the way we promote community financial institutions. Community FI’s can now compete with larger brands on a more even playing field. It also provides so much more flexibility in targeting the exact item a consumer is looking for while searching for a financial product.
Google is still in beta testing with the responsive search ads, which means they are slowly rolling this out to advertisers on the Ads platform.
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