Now that you’ve been introduced to Google’s responsive search ads, it’s time to take advantage of their new features. This month, Google began rolling out responsive search ads in a beta testing period for advertisers. As of right now, English, French, German, and Spanish languages are supported with other languages to follow soon. These responsive search ads could prove to be a major factor in PPC campaigns, but how do you take advantage of this testing period?

Why Should You Use These Ads?

Google is making a strong push towards  . Marketing automation has already become a standard in most marketing strategies, and Google Ads is no exception. Although you may not feel that machine learning is the way to go for your marketing campaigns, there’s no denying that it’s becoming more prominent. After creating a responsive search ad, Google’s machine learning technology will mix and match your headlines and descriptions in order to find the perfect match for your goals. In theory, the ads chosen by Google will be best suited for your targeted audience. Google bases its decision on:

  • Keywords searched
  • Users’ past browsing behavior
  • Devices used

According to Google, these ads have a 5-15 percent higher click-through rate (CTR) than normal text ads. We know that a machine can’t perfectly match the human touch that an experienced PPC specialist can bring, but there’s no harm in implementing these ads into your strategies.

How Much Content Can You Put Into These Ads?

Responsive search ads have more headlines and descriptions than you may be used to. These ads can already show up to three headlines and two descriptions, but Google’s continuous updates have expanded them even more. While creating these ads, you’ll have an opportunity to place up to 15 different headlines and four different descriptions! Together that makes thousands of different ads for your business that can be shown on Google. Google will show multiple variants of your headlines and descriptions with a maximum of three headlines and two descriptions shown at one time. Because of these variations, it’s important to:

  • Use creativity
  • Highlight different offers in each headline
  • Include a few headlines that don’t include keywords
  • Have headlines and descriptions at different lengths

With these tips in mind, you’ll be working in tandem with Google’s machine learning technology to create the most optimal ads for your campaign.

Responsive search ads may still be in beta, but soon enough they’ll be a mainstay in Google Ads. After proper testing, many advertisers and agencies will be able to implement these ads into their marketing strategies. If you’re looking to optimize your PPC campaigns or would like to learn more about how these ads can help your business, contact Evolved Office! We have years of experience creating PPC campaigns for our clients with our tested ad strategies.