Responsive Ads from Google
Google Ads recently launched Responsive Ads and it has revolutionized the way I go about creating campaigns for clients. With this new ad format, I’m able to give Google a selection of headlines and descriptions to choose from and they pick the best-performing ones to show to potential clients.
Making a Great Responsive Ad
Responsive Search Ads
To create a great responsive ad, first look at your Search Terms report to find your best-performing keywords. Use that information to write Headlines and Descriptions that match those keywords.
In the example above, you can see that you’re able to give Google plenty of headlines and descriptions to choose from (up to 15 Headlines and up to 4 Descriptions)! You can also pin a specific headline or description if you want to be shown every time. Pinning headlines and descriptions is not recommended as it may hinder the performance of your ads.
It’s that simple! Press “Apply” and your ad is good to go.
To see which Headlines and Descriptions are performing the best, simply go to your ad report and click “View assets details” below your responsive ad. This will show all your headlines and descriptions as well as the number of impressions given to each one. From this page, you can also edit your ads to remove poorly performing assets and create new ones.
Responsive Display Ads
Responsive Display Ads have been around for a while but if you’re not familiar with them, here is a quick overview.
The interface for creating a Responsive Display Ad is very similar to the one for Responsive Search Ads. The main difference being that you’ll need to include images for the display ad. These images can either be uploaded, pulled from your website, or selected from a list of stock photos. Another difference with the display ad builder is that you only get one option each for the short headline, long headline, and description. Google uses these inputs and images to create dynamic ads that fit every placement size.
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