Back in May this year, Google announced that they were testing a brand new search ad format, the Responsive Search Ad. Powered by Google’s machine learning, Responsive Search Ads are a form of automated ad testing in which various combinations of headlines and descriptions are displayed together in order to determine the best performing combination.
Google has now announced that it is releasing 4 new updates for the ad format that are mainly related to reporting and feedback.
- Suggested headlines and descriptions when creating new responsive search ads. This feature will be rolled out in English only, to begin with, but will be available in other languages eventually.
- Importing headlines and descriptions from existing text ads from the same ad groups. This feature will allow for Responsive Search Ads to be created much more easily and Google has stated that advertisers can see up to 10% more clicks when they use headlines and descriptions from existing ads.
- Real-time ad strength updates. The feedback dial indicating the strength of your ad will be updated whilst ads are being created. Inputting more headline and description variations will allow your feedback to be more accurate and useful.
- Ad strength updates will also be displayed in the status column. Information such as ad disapprovals and impression figures will be updated in real time.
In addition, Google has announced that Responsive Search Ads are now available in ten more languages: Danish, Dutch, Italian, Japanese, Norwegian, Polish, Portuguese, Russian, Swedish and Turkish.
Google’s updates indicate that they are devoting more time and money to developing Responsive Search Ads and as such, advertisers should too. It is likely that Google will continue to roll out more features and updates as Responsive Search Ads evolve and become adopted by more advertisers, so it’s a good idea to start experimenting with them now, in order to get better results over time.