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Technologies keep emerging every day to help business owners reach their potential customers. Google is one company that is behind many of the digital marketing assets we use today. One major area is customers searching Google to find solutions to their problems or websites to get the products they need. From there Keywords, other SEO optimization tactics, and paid search ads came up.
The most recent advertising element Google introduced was responsive search ads. In this article, we will walk you through everything you need to know about Google Responsive Search Ads and how to utilize them to attract more clicks and, ultimately conversions for your eCommerce store.
Table of contents:
- What are Responsive Search Ads (RSAs)?
- How do Responsive Search Ads (RSAs) work?
- Why should you use Responsive Search Ads (RSAs)?
- Responsive Search Ads (RSAs) Best Practises
What are Responsive Search Ads (RSAs)?
Responsive Search Ads are a form of text advertising that mixes AI, machine learning, automation, and split testing together to maximize results for marketers. The way it works is that marketers add multiple headlines and descriptions for Google to analyze and create all possible variations of mixing and matching them together.
Responsive search ads show a different variation for each visitor based on their search query and other data about the searcher.
How do Responsive Search Ads (RSAs) work?
You get the possibility of adding a bunch of different text components (a maximum of 15 headlines and 4 descriptions). Google will start creating combinations and testing them. There can be over 43,680 combinations. Google will bring up the most relevant combination for the end user based on many factors such as their search query, device, location, browsing behavior, etc.
Why should You Use Responsive Search Ads (RSAs) For Ecommerce?
1- Higher clickthrough and conversion rates
Because of the use of machine learning, responsive search ads successfully identify the best combination of headlines and descriptions and deliver the right ad to each user. As a result, this brings in more clicks and more revenue by selling more products to the right target audience.
Google reported that they have seen that advertisers which use responsive search ads achieve up to 10% more clicks and conversions. Furthermore, Google mentioned that one of their users who utilized responsive search ads witnessed a surge in their conversions by 71%.
2- Personalization
As we mentioned before, Google analyzes many factors about the user before the responsive search ad selects the right combination of headlines and descriptions. These factors include the user's browsing behavior, location, interests, device, and more. Showing a relevant ad for each searcher is a powerful level of personalization. A report found that 83% of consumers are willing to share their data to create a more personalized experience.
3- Built-in A/B testing
Testing is a very important strategy in marketing to maximize results. The cool thing about responsive search ads is that you don't need to do any technicalities. Google tests the different combinations for you. Through machine learning, Google benefits from this testing and shows the most relevant variation every time.
4- Reaching a wider audience
With more headings and descriptions with responsive search ads, you can use many keywords and target a wider audience. Before responsive ads, you had to focus on a few keywords, locations, and audiences when creating only one headline and description.
5- Saving time and Bulky operations
All your team needs to do is to write 15 headlines and four descriptions, and in return, Google will create for you over 4000 variations. Imagine the time saved if you had requested a 4000 ad copy done by your team!
Responsive Search Ads (RSAs) Best Practises
1- Utilise all the headlines and descriptions
Add up all 15 headlines and 4 descriptions. Create as many unique headlines as possible. This will help you optimize responsive search ad campaigns.
2- Adapt your search ads to different screen sizes
Make sure to include short headlines and descriptions in the variations you add so that they show mobile-optimized. According to webFX, more than 50% of PPC ad clicks come from mobile. That's losing 50% of your audience if you don't adapt your search ads to mobiles.
3- Make the most out of the "pin" feature
Pins are a great way to ensure that certain messages appear in specific positions on the ad. You can use the pin option to control the types of combinations Google can make. This way you can focus on certain keywords, CTAs, or selling points you always want them to be there.
4- incorporate top-performing keywords
Make sure to include the popular keywords in the headlines and descriptions. Google shows any keywords that are mentioned in both the search query and your headline or description in bold. This will nudge your audience to click as the ad matches exactly what they’re looking for.
5- Create effective ads copy by checking existing high-performing ads:
Use a strong foundation for responsive search ads by using the copy of the ads that performed great before. Go through your ad results and use them for better results.
6- Craft strong call-to-action (CTA)
For all your ad variations, make sure you have a clear and compelling CTA in place. Your ad must have a clear objective that is represented in the CTA, and all ad variations must flow in its direction.
7- Keep an eye on the ad strength
During crafting your headlines and descriptions, pay attention to the ad strength score Google show. Try harder until you reach a good or excellent score. Google mentioned that improving the ad strength from Poor to Excellent can increase clicks and conversions by an average of 9%.
Final thoughts:
Responsive search ads give you the chance to explore thousands of possibilities and reach a far wider audience. All this can be done with little effort and in no time. Google uses split testing and machine learning to deliver excellent results using data analysis and personalization. To maximize results, use Convertedin to automate your Google ads and maximize your ROIs.
