How to create ad creatives | The best way to implement Google's responsive search ads

Google Policy Updates

Expanded text ads

  Policy Interpretation

After June 30, 2022, you will no longer be able to create or edit expanded text ads. However, your existing expanded text ads will continue to run alongside responsive search ads, and you will still see reports on their performance going forward. This means that starting June 30, 2022, responsive search ads will be the only search ad type that can be created or edited in standard search campaigns.

Unlike expanded text ads, you can provide up to 15 headlines and 4 descriptions for a responsive search ad.

Responsive search ads creative best practices

  Best Practices

▶ Add at least 5 different titles;
▶ Add 2-3 more titles related to your keywords;
▶ Add at least 2 different ad descriptions;
▶ Do not use the same or similar terms in each title;
▶ If you have a promotion or limited-time offer, include this information in a headline or description;
▶ Try using existing headlines and descriptions from other ads that are relevant to the current ad group and keywords;
▶ Make sure your headline and description are expressive, either alone or together.

  Timely feedback on advertising effects

Ad strength is a measurement tool that measures the relevance volume and diversity of your responsive search ad content.

When creating advertising creatives, ensure that the advertising effectiveness reaches the "Good" level or better!

According to feedback, advertisers who improved their ad effectiveness from "poor" to "excellent" found that they received an average of 9% increase in clicks and conversions.

Responsive search ads performance improvements

How to improve advertising effectiveness (I)?

1. In the ad table, filter out ads with poor and average effectiveness;
2. Sort by number of impressions;
3. Review the improvement measures to learn what steps to take next to improve your ad.

* Tips: Improve your headlines and ad content to increase clicks on responsive search ads

How to improve advertising effectiveness (Part 2)?

▶ Reuse high-performing content in expanded text ads and focus on ad effectiveness;
▶ View your account's suggestions page. Quickly add or improve responsive search ads based on suggestions;
▶ Pin your headline or description to a specific location in your responsive search ad. This is useful when you need to always show certain messaging. If you need to use a pinning mechanism, try to provide at least 2-3 options for content to be fixed in one location.

Finally, I recommend that each ad group contain at least 1 responsive search ad with an ad effectiveness of at least "good" or "excellent". No more than 3 responsive search ads should be enabled per ad group.