Crafting the perfect ad copy tailored to the audience and their context can be a game-changer for any advertiser. After all, this ad copy is the gateway to driving users to the website. As the significance of a “perfect ad copy” continues to grow, we witness ongoing innovations in the available ad formats within Search.
Standard text ads have become a relic of the past, replaced recently by Expanded Text Ads, and now even this format has been superseded by Responsive Search Ads – a disruptive offering from Google, poised to make a significant impact by all metrics.
Responsive Search Ads allow advertisers to include up to 15 headlines (with a limit of 30 characters each) and four descriptions (up to 90 characters each). The other fields remain the same as with expanded text ads. Google automatically selects the best combination to display your ad for every keyword match.
With the ability to showcase up to three headlines simultaneously, advertisers gain more ad space, leading to increased visibility and potentially higher click-through rates (CTR). What’s more, the days of A/B testing are becoming a thing of the past. Gone are the days of creating multiple copies and testing them before optimization. Simply upload the content, and let Google work its magic!
The Ad rotation setting provides some automation by rotating our copies to either “prefer best performing ads” or “rotate indefinitely,” an improvement over previous settings such as “optimizing for conversions” or “rotate evenly.” However, creating multiple copies requires manual effort, which may not be feasible for every advertiser. In such cases, this feature can prove to be a boon.
While there is an option to pin headlines and descriptions to specific positions, it’s crucial to include only one headline or description per position, as only one will be displayed at that spot.
By leveraging this feature, advertisers can reduce the manual effort involved in A/B testing, leading to improved ad relevance, CTR, and conversion rates for their accounts.
