[Google Ads] How to achieve effectiveness with responsive search ads

In recent years, automation has become more and more common in the operation of Google ads. In the past, detailed tuning was required to be effective, such as adjusting bids for each search keyword and distribution according to day of the week, time of day, and target, but gradually this is no longer necessary. It’s coming.

Automation of ad text is also progressing, and a delivery method called responsive search ads has been released. This time, we will introduce how to get the most out of responsive search ads.

Key points for creating advertising text for listing ads | MarketTRUNK

What is responsive search ads? Differences from expanded text ads

Responsive

search ads are ads that are dynamically displayed on Google’s side by combining multiple preset “headlines” and “descriptions” so that the content is highly relevant to the user’s search terms. is. Google uses machine learning to deliver ads that respond well to users.

Traditional expanded text ads require setting up and verifying a combination of ad headline and description. Responsive search ads not only eliminate the need to verify ad combinations, but also have the advantage of automatically adjusting the amount of text displayed depending on the device the user is using.

Responsive search ads consist of an “ad headline” and “description,” which are collectively called “assets.”

①Ad headlines

can be set within 15 full-width characters (30 half-width characters), with a minimum of 3 and a maximum of 15.


②Explanation

can be set within 45 full-width characters (90 half-width characters), minimum 2 to maximum 4

Advantages and disadvantages of responsive search ads

You need to understand the advantages and disadvantages of responsive search ads before using them.

Advantage 1: Increased advertising effectiveness

By submitting multiple ad headlines and descriptions, there is a higher probability of matching the user’s search terms and increasing the chances of bidding. By increasing the number of bidding opportunities, you can increase the number of ad impressions (impressions), which in turn increases the number of clicks and conversions you receive, and you can expect to improve advertising effectiveness.

Additionally, the number of characters displayed will be automatically adjusted depending on the device the user is using, increasing the visibility of your ads and making them more likely to be clicked.

Advantage ② Increased work efficiency

Responsive search ads use multiple ad headlines and descriptions to repeat the search word over and over again to increase its relevance to the search word, and display the optimal combination of ads. Therefore, there is no need to verify the combination of ad headline and description.

Since effectiveness verification is no longer necessary, you can focus on analyzing search keywords and the appeal content of ad headlines and descriptions, leading to improved operational efficiency.

Disadvantage ① Effectiveness verification is limited

You can check the results of responsive search ads only by the number of impressions, but not by the number of clicks, CTR, conversions, or CVR. In addition, impressions are displayed for each set of ad headlines and descriptions, so it is unclear which combination was effective.

Along with the number of impressions, performance evaluations are given for each ad headline and description. It is evaluated as “best”, “good”, or “low”, and there are also “under adjustment” and “no evaluation”.

If each ad headline or description is displayed more than a certain number of times, it will be rated as “best”, “good”, or “low”, so if an ad is rated “low”, it will be replaced with another one. I will do so.

Disadvantage ② Unintended advertisements are displayed

The ad will be automatically combined and displayed from among multiple ad headlines and descriptions. Therefore, the combination of ad headline and description may mislead users in an unintended context.

You can prevent this by setting assets that do not lead to misleading information regardless of the combination of texts, or by using the “pin” function that allows you to set display requirements.

Important things to be effective with responsive search ads

Based on the advantages and disadvantages of responsive search ads, we will introduce key points on how to use them to achieve the best results.

① Variations in ad headlines and descriptions

You can set up to 15 ad headlines and up to 4 descriptions. By creating different variations and creating ads with different appeals, you will be able to take advantage of the strengths of responsive search ads.

In order to find the optimal combination, we create assets that appeal from all angles, including product/service features, appealing points, and target user company size and industry. It is best to aim for a minimum of 8 or more headlines and 3 or more descriptions for your ad.

②Incorporate search keywords

In order to create assets that are highly relevant to the search terms, incorporate the search terms (search keywords) into the ad headline. Incorporating search terms also makes it easier for users to recognize the ads they are seeing when they search.

③Regular asset maintenance

Responsive search ads display the optimal combination of ads based on the user’s search terms. It is important to regularly maintain assets in order to find the most optimal combination.

Based on the asset report, we will edit those that are viewed less often or have poor performance ratings, add new ones, and perform maintenance. When performing maintenance, be careful not to have the same appeal content as existing assets.

④ Utilize optimization plans

As you run your ads, optimization suggestions will be displayed from Google. In addition to responsive search ads, other suggestions include increasing your budget and leveraging new tools.

Improvements to responsive search ads include adding additional headlines, inserting commonly used keywords into headlines, and changing headlines and descriptions to make them more unique. By improving according to these, you can create more optimal assets.

The mindset needed to make responsive search ads effective

Responsive search ads use machine learning on Google’s side to automate ad verification and display the most optimal combination of ads. To maximize effectiveness, Google will need the necessary data for machine learning.

To achieve this, we need various variations of assets and a sufficient operational period to verify the optimal combination.

If there are fewer variations, there will be fewer combinations and it will be difficult to find the optimal combination. Also, if you quit before you have enough data to see if it is not effective, you will not be able to verify it.

In addition, it is important to examine the causes of operational results obtained from machine learning results and make improvements in order to achieve results.

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