Google will be rolling out the responsive search ads to more accounts, starting this September. The responsive ads will be available in English, German, Spanish and French. Responsive Text Ads offer you three headlines along with two, 90 character descriptions for each ad. That’s not all, the added character benefits of the responsive text ads are going to be extended into the existing text ads. This gives you an extra headline to play around with along with longer descriptions – great news!
In September, advertisers will be able to add an additional headline to their current ads and make use of the additional 10 characters in the description, and a second description to. It’s time to start working on what you want to say and how you can use those characters and headlines to encourage your target audience to click your ads over everyone elses.
Google has been testing responsive text ads since early 2018. In July, they announced that the new ad format would be arriving at some point before the end of the year. Google uses machine learning with the new responsive text ads, which works out the best combinations of headlines and descriptions to use. Google also allows advertisers to enter up to 15 headlines and 4 descriptions in the new ads, creating lots of variations to be tested out with the users of the search engine.
Machine Learning and Optmised Google Ads
Text ads have been increasing in size and continue to get longer. Expanded text ads were launched in July 2016 to everyone. ETAs introduced the second headline, providing 30 characters and giving more length to the description. Google is now relying more on machine learning, and therefore they’re encouraging advertisers to increase the amount of ads they have in their ad groups. It is hoped that the responsive ads will make things easier for advertisers and allow Google the freedom to optimise ads with the ability to change combinations of headlines and descriptions in real time.
Advertisers will be trusting in Google to do the optimisation, something that is not easy for most to do. Need help with Google’s responsive ads or the traditional text ads? Get in touch, we’re always happy to discuss how you can make the most of these SEO tools.