With Google AdWords, you can now create an ad with up to three headlines and two descriptions with responsive search ads. The descriptions also have an extended 90-character limit. Google will conduct tests themselves to test these combinations to serve the combination which is most likely going to achieve the advertiser’s set goals.
Google have also recently launched a beta for their responsive search ads. The format is currently only available to a selected amount of AdWords users, but it is expected to be available to all users soon. Responsive search ads allow you to set a variety of combinations of headlines & descriptions and optimize ad delivery based on the top performing combination. They are powered by Google’s machine learning.
There have been some ad types before it such as dynamic search ads and automated ad suggestions which were efforts from Google to get advertisers away from A/B testing and add three different ads in each group. Responsive search ads do just this but in a more automated way.
With responsive search ads, advertisers will have better opportunities to compete in more auctions because there are more options for the keywords to trigger the advertisements. In turn, it is expected that responsive search ads should have higher click-through rates. Advertisers will also be able to upload 15 unique headlines and descriptions for Google to utilize in ad delivery and choose the best ad for the advertiser. This will, in turn, allow advertisers to save time on what comes with traditional A/B testing and responsive text ads are an indication that the practice of A/B testing could be coming to an end.
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