Responsive search ads are similar to expanded text ads on SERP. They let you input 15 headlines and four descriptions, unlike expanded text ads, where only three headlines and two descriptions are allowed. Responsive search ads were first introduced in July 2018, they give marketers more opportunities for their ad campaigns. According to many marketers like Start digital Marketing Agency – SobeViral, responsive search ads are expected to become the only text ad format available for use in the future. Hence, you should optimize your responsive search ads proactively to stay ahead of the competition. Here are certain ways you can use to improve your ad campaign with responsive search ad and overcome the challenges that come with it:
Creating a Good Responsive Search Ad
Writing a strong responsive search ad requires a little more creativity than a regular text ad. Since Google can combine your descriptions and headlines in different ways, every element should be able to stand alone while fitting with the other elements. Below are some tips for writing responsive search ads that may work:
Add As Much Text As Possible
Responsive search ads need a minimum of three headlines and two descriptions. However, your ads will not work if you go with the bare minimum. You should ideally write as many of the 15 headlines as possible with the four descriptions to get different ad copy variations and increase your chances of being seen by your target customers.
Balance your Copy
Ensure you don’t repeat your calls to action or value propositions when creating the 15 headlines. While keywords are important, add variations or write a few headlines without them to break the monotony. You should also keep the lengths of the headlines different and ensure they all work together.
Run One Responsive Search Ad per Ad Group
Your ad will essentially be competing against itself. Adding multiple ads in one group will dilute your results. You may not even be able to see statistically significant results from your ad campaigns. So it is ideal you run a responsive search ad per ad group.
Improving Ad Strength
Despite your best efforts, you may have one or two ads in your group that will not perform well. However, you can improve the strength of those responsive search ads to improve their performance. Below are eight common issues with responsive search ads and their solutions:
Missing ad group: Assign an ad group to your ad.
Missing keywords in the ad group: Your responsive search ad will not serve without keywords. Add keywords to the ad group.
Missing final URL: Add a final URL to the ad.
Similar headlines and descriptions: Try to keep headlines and descriptions as different as possible. Highlight different aspects of your product or service with each headline and description. Adding unique headlines and descriptions will increase the chances of your ads performing well.
Short headlines and descriptions: Provide proper details in your headlines and descriptions to catch your customers’ attention.
Missing popular keywords: Try to include keywords that often serve in your ad group in the headlines and descriptions.
Descriptions with few keywords: Include more keywords in the descriptions to improve your ad performance.
Pinning: Pinning affects the overall number of headlines and descriptions displayed. If you unpin or pin multiple headlines and descriptions to each position, you will have more headlines and descriptions.
Besides the above solutions, creating relevant ad copies will help your responsive search ads perform well. You must clearly understand your target audience and their search behaviors. Build relevant personas and create ad copies that align with these personas to ensure they do well.
How to Optimize and Fix Underperforming Search Ads
Once you identify which responsive search ads need improvement, you can optimize them in several ways for better performance. Below are common ways to optimize your responsive search ads:
Increase Your Headline Variants
Different headlines will let you include more relevant keywords. These keywords will help your ads reach a larger number of potential customers. More headlines will also increase your total impressions, allowing Google to create an ideal ad for each situation.
Analyze Your Asset Labels
Google ads asset labels indicate performing and underperforming assets. Analyze these assets for at least two weeks to identify and replace underperforming ones.
Review Combination Reports
The combination report will tell you which ad combinations are served most often. They will help you determine how Google’s algorithms work. Check these reports to ensure there are no awkward combinations. Check if all the headlines and descriptions that Google has combined make sense and are relevant to your business. These reports will also tell you the number of impressions these assets have and help you replace assets with low impressions.
Optimizing your search ads can help you get the best out of your ad campaigns. You can take the help of professional marketing agencies to help you. You can as well contact SobeViral to find marketing agencies to work with you and help you optimize your ad campaigns.