Google is introducing a new ad product that uses machine learning to adapt to users’ queries.
Responsive search ads allow advertisers to provide up to 15 headlines and 4 description lines.
Google will then test different combinations of the headlines and descriptions, learning which ad creative performs best for different search queries.
In testing, Google says using machine learning to test multiple sets of ad creative can increase clicks by up to 15 percent.
As well as increasing clicks, responsive search ads will allow advertisers to compete in more auctions and match more queries. This can help advertisers reach more potential customers.
“Responsive search ads let you create an ad that adapts to show more text—and more relevant messages—to your customers… By adapting your ad’s content to more closely match potential customers’ search terms, responsive search ads may improve your campaign’s performance.”
Responsive search ads may sound similar to expanded text ads, but they’re different in two key ways.
More space: Show up to three headlines instead of two, and up to two 90-character description fields (instead of one 80-character description field).
More flexibility: With up to 15 headlines and 4 descriptions for a single responsive search ad, there are many possible combinations for Google to show depending on the query.
Responsive search ads are currently in beta and available to a limited number of AdWords advertisers. They will start rolling out to all advertisers over the next several months.
As a reminder, Google AdWords will soon be “Google Ads.” The new branding will change over on July 24, 2018. Learn more here.