SPEAKER: Responsive search ads simplify the creation
and management of search ads, to ensure
that customers see ads that are customized
to what they're searching for.
Using the power of machine learning,
responsive search ads mix the headlines and descriptions
that you provide to automatically test
different combinations and learn which perform best.
You can turn to optimization score
to either implement responsive search ads
or improve existing ones.
For this video, let's get started
by selecting a search campaign and clicking the Ads
& Extensions tab on the left.
Click the blue plus button, select the Responsive Search Ad
option, and then choose an ad group.
First, define your final URL.
This is the page that the ad will direct customers to.
You can also define a display URL.
This is the URL that will appear when the ad shows.
Now, it's time to get creative and write your headlines
and descriptions.
The more headlines and descriptions
that you provide, the more combinations the machine
learning can generate.
On the right-hand side of the screen,
you'll see the Ad Strength tool.
You'll see one of the five different ad strength ratings
when you work on your responsive search ad--
No Ads, Poor, Average, Good, and Excellent.
Along with these ratings, you'll see action items
in the following areas to help improve
the effectiveness of your ads--
Diversity, Quality, Headlines, Description, and Keyword
Relevance.
Make sure your ad reaches a Good or Excellent Ad strength score.
Use the ideas provided by the tool to boost your score.
While some repetition is fine, the best way
to improve your ad strength is to add as much unique content
as possible.
When assembling ads, the system tries
to combine headlines and descriptions that
offer new information.
If you're already running expanded text ads,
try including your top performing assets
in your responsive search ads.
Keep in mind that headlines and descriptions may appear
in any order, so ensure your assets
can work together in any combination.
For best results, follow these recommendations.
Provide at least five distinct headlines.
Don't use the same or similar phrases,
since redundant assets will restrict the ability
to generate ads.
Create eight to 10 headlines, and include a keyword
in at least two of the headlines.
Be sure to have at least another three headlines that
do not include your keywords.
Try highlighting additional benefits and features,
a problem you're solving, or even highlight shipping
and return information.
Test out creating headlines of different lengths.
Don't try to maximize the character count
in every headline, since the machine learning
model will test both short and long headlines.
Lastly, add at least two distinct Descriptions.
Remember that responsive search ads
can show up to two descriptions at one time.
By default, all of your titles and descriptions
can appear in any order.
However, you can control where individual titles
or descriptions appear in your ad,
by pinning headlines and descriptions
to specific positions.
For example, if you have a disclaimer or a special offer
that needs to appear in every single combination,
you can guarantee that by pinning the title.
When editing or creating a responsive search ad,
click the Pin icon and decide the position
you'd like to pin that headline or description to.
If you pin multiple titles or descriptions
to the same position, one of the assets will always appear.
Pinning reduces the overall number
of headlines or descriptions that
can be matched to a potential customer's search,
so it isn't recommended for most advertisers.
If you need to pin, try pinning two or three
Headlines or Descriptions to each position,
so that any of them can share in that position.
Now, click Save to create your ad.
For more step-by-step videos on Google Ads Implementation
and Optimization, check out Google Ads tutorials.
If you have any questions or for more information,
please visit Google Ads Help.
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