Whenever you market your services on Google, there’s a lot to take in. You need to have proper SEO, make sure that your content has lots of keywords, and you need to be sure it ranks high enough to be seen. But another way to show your content to your customers is to use Google Responsive Search Ads.
These new ads are designed to be flexible, allowing your customers to see different types of ads depending on their searches. There are many differences that make responsive search ads better than traditional ones, and any business owner should add them to their arsenal.
The Main Difference With Google Responsive Search Ads
Whenever you make a traditional search ad for your business, you simply type in a headline and one line of text. Then you send it to the internet void to see what happens. Responsive Search Ads flip the formula a bit, allowing you to write fifteen headlines and four different descriptions. You can then arrange them in any manner you want.
Once you’re done, you have several combinations of ads that you can use to market your goods and services. That’s where Google comes in. Google automatically starts testing the various combinations of ads on your customers and gathers data on how they work.
An Adaptable Ad Service
Over time, both you and Google will start to figure out what types of headlines and descriptions get your clients to take action. If you’ve prepared different headlines and descriptions with unique calls to action, product benefits, and offers, you will cast a wider net.
You might find that a direct explanation of the benefits they get is the best way to get them on board for the majority of your customers. Then you can create more ads that target them and slowly phase the rest out.
This is certainly much faster and also more beneficial than creating one ad at a time. With a broader array of headlines and descriptions to work at once, Google Responsive Ads are the best way to understand your customers and grow your marketing base quickly.
Using Them Alongside Other Ads
If you already have a solid marketing plan with Google’s Expanded Text Ads, then don’t fear! Google Expanded Text Ads are not going away, and you should use both ad groups in conjunction with one another. If you have very high performing Google ETAs, you can use them to help with responsive search ads.
Look at your highest performing Google ETA, and figure out why it is performing so well. Is it because of a particular keyword or style of speaking? You can take that information and then use it as the launchpad for your responsive ads. Then you’ve got your ads in two places, rather than one!
Making Great Google Response Search Ads
If you want to make great responsive search ads, you’ll need to have a few things handy. The first is a couple of keywords about your business and the products that you offer. These keywords can be used as headlines or in the description. For example, let’s say you own a flower business, and the keywords are: “Great flowers, visit our store, a flower for every occasion, and excellent prices.”
Keep in mind that your headlines will often be mashed together and placed in different orders. If those four above keywords are your headlines, then you might see headlines that look like this:
- Great flowers l Visit our store l Excellent prices
- Excellent prices l Great flowers l A flower for every occasion
- Visit our store l A flower for every occasion l Amazing prices
Next, you’ll need descriptions that add more value to your keywords. Unlike traditional Google expanded text ads, you’ll be able to have ten more characters in your description. A total of ninety characters might not seem like a lot, but sometimes it can make or break a description.
Writing A Great Description
An excellent description of responsive search ads works to help bring prospective clients into your website. They should give one key piece of information, followed by an excellent call to action. If we continue with the flower example, a description could be:
“We offer the best roses and lilies of any store. Find all your favorite flowers in one place, and browse our wide selection!”
That description offers information about your products and gives a call to action. A passionate flower lover will probably click on your website and visit your location to see what your selection looks like.
The Pinning Feature
Another great benefit of Google Responsive Ads is that certain parts of them can be pinned. For example, you can pin one headline to always show up in your google ads if you need it to be shown.
You can pin a headline to your ads to show disclaimers, convey important information, or share a specific keyword. Pinning headlines or descriptions isn’t recommended if you don’t need to pin them. Since Google uses combinations of different headings and descriptions to see what your customers like best, limiting them by pinning can hamper your results.
But if you absolutely need to have a piece of information show up every single time, the feature is there to use!
How Google Responsive Search Ads Benefit Your Business
Google Responsive ads are one of the things that need to be a cornerstone of any paid marketing plan. The marketing potential and data from seeing performance metrics on all your ads are invaluable for marketers.
You won’t have to worry about what types of ads are performing well or if certain keywords are resonating with your audience. Instead, you’ll have all the data in one place with Google telling you all the answers.
Hopefully, you aren’t on the fence anymore about using responsive search ads for your business. Using them now will only help your marketing platform grow, and as the ads get more advanced, you’ll be able to benefit.