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Goodbye Expanded Text Ads, Hello Responsive Search Ads!

Google’s research shows that 15% of searches every day are new, meaning it’s more important than ever to make it easier for people to connect with your event through relevant and helpful ads.

Automation is key to keeping pace with these trends and Responsive Search Ads are a great example of how this is done.

If you’ve been running campaigns with Tag Digital in the last couple of years, you will likely already be somewhat familiar with this smart creative.

At Tag Digital, we have incorporated Responsive Search Ads (RSAs) within our campaigns since they were released in 2018, running them alongside 3-4 Expanded Text Ads (ETAs) which was the best practice set out by Google Ads.

From 30 June 2022, we will no longer be able to create or edit expanded text ads. This announcement was made shortly after Google shared that Responsive Search Ads will be the default text ad type within search campaigns. 

Benefits of Responsive Search Ads

Responsive Search Ads show the right message for the right query and as a result can drive conversions. 

How does this work?

We upload up to 15 headlines and 4 descriptions. Google outputs the best performing combination – while taking into account the individual users’ search query and search history through automation and machine learning algorithms. 

How will your ads look on Search Engine Results Pages (SERPs)?

The ads will be the same as with expanded text ads; often 3 headlines and 2 descriptions but at least 2 headlines and 1 description. 

So what does this mean going forward? 

As always at Tag Digital, our Paid Media Specialists will create copy that follows best practices, keeping ad strength in mind.

Four key best practices we follow when writing effective Responsive Search Ads: 

Relevant and unique copy

Writing headlines and descriptions with the end-user in mind to ensure we are really honing in on those key messages that are going to attract the right audience. It is also important to include variety so that the smart creative and bidding algorithms can show the best combination to each user depending on their interests.

Tie in keyword insertion 

Incorporate keywords into headlines and descriptions helps users engage with ads that appear the most relevant to their search. We use keyword insertion and ad customers to maintain this relevance for larger campaigns. 

Use specific call to actions

Clear and consistent messaging across your ads and landing pages allow for a smooth journey to conversion by letting users know exactly what’s expected of them when they click. As paid media specialists for events, we have access to huge benchmark data of best performing CTAs across different sectors and objectives we refer to when writing compelling ads. 

Pin headlines and descriptions 

By default in Responsive Search Ads all headlines and descriptions may appear in any order. While this may work in some instances, we would typically want to pin your event name in headline 1 and also pin CTA variations to ensure a. that they always appear as a key element to our overall ad and b. they don’t appear together. 

The one thing you need to do…

For those who work with us, when your Google Specialist shares the copy workbook for sign off, then all you need to do is review the copy, keeping in mind the wider variety of possible combinations. 

We will take care of the rest!

Author: Ashley Hamilton, Google Team Lead.

25 January 2022

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