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It’s finally here. Though we’ve waited for quite a while now, Google has finally delivered. Now, you can set up a single ad with a high number of headlines and descriptions, and Google will automatically test different combinations to determine the one that will most likely achieve your desired advertisement goals.
Plus now you get more real estate that the initial standard text that we got accustomed to!
The new responsive search ads update is currently in beta. And it’s yet to be revealed to some advertisers.
Machine learning a key pillar
Google plans to restructure the complexity and efficiency of AdWords by focusing its efforts on building and developing machine learning models. Essentially, this will enable the machine learning model to do all the work when it comes to ad creative optimization.
In the process, we’ve gotten to experience some of the progress in features such as automated ad suggestions (remember Ads Added by Google?), as well as dynamic search ads.
In fact, over the years, Google has exerted efforts to get advertisers to rescind manual A/B testing in favor of adding a minimal of three ads per ad group.
Of course it’s the same concept, with a tad more automation coming into play. Oh, and let’s not forget how Google has been pushing advertisers towards automated ad rotation optimization.
Multiple ad options
The idea behind having numerous ad options is that your ad groups will now have the ability to compete in an increased number of actions, as well providing the opportunity for certain keywords to activate your ads.
However, this requires one to relinquish most of the control to the machines. And for those with a mantra of ‘it’s all or nothing’, such a setup might prove too much to bare!
The slow but steady death of A/B testing
Despite the resistance, the writing is on the wall. The introduction of such features like responsive text ads is a clear indication that the glorious days of manual A/B testing are coming to an inevitable end.
So why should you give the new responsive text ads a try? Well, apart from the gradual death of manual A/B testing, Google has prioritized responsive search ads with more real estate in terms of character as compared to expanded text ads.
- For starters, you will now get three headlines instead of the initial two
- You can now have up to 90-character descriptions instead up from the initial 80-character description.
Using pinning and writing different ad combinations
Thought the perks had ended? Not at all. Now advertisers can put up as many as 15 headlines and up to four descriptions in a given responsive search ad. Though it’s worth mentioning that other fields are more or less similar to those of expanded text ads.
So the presence of extra lines as well as the automated option means that you’ll need to put more thought to the different combination scenarios that could occur. That being said, one hack that Google suggests practicing is writing the first three headlines as if they will be together in the ad.
However, make sure that the headlines are distinctly different from each other. For example, they should have different offers, calls to action, features, benefits etc.
Alternatively, you have the option of ‘pinning’ descriptions and headlines in your desired positions. This is particularly helpful for advertisers that work in sensitive industries and hence, require features such as disclaimers.
Keep in mind though that if you’re just pinning a single description or headline in a given position, it will be the only feature that is shown in a given spot.
That being said, you still have the flexibility to pin a few descriptions and headlines in a given position to give a more dynamic feel with your ads.
In conclusion, though the update is still in its beta stage, you can still learn more about it by contact 4Spot Marketing today. You can email us at [email protected] or call us at 702-721-9763. We offer a free consultation to determine what approach will serve your company best.