Starting in May, Google began testing their new responsive search ads. This new format allows for larger search ads to take up more real estate in search results. This is good news for businesses due to the potential increase to ad clicks and provides the ability to provide more details about service or product offerings. However, this may be an unwanted change for those who like to control exactly how their ads are displayed.

In August, an updated ad format was released that allows for nearly double the current character count of 170 to 300. This allows for advertisers to manually control their messaging and testing.

Let’s review how these new developments to Google’s ad platform can be used to gain advantages over competitors slow to change.

What Exactly Are RSA’a (Responsive Search Ads)?

Google Responsive Search Ads - Mason Inc.Responsive Search Ads are Google’s latest ad format that utilizes machine learning to serve various combinations of headlines and descriptions provided by advertisers. Different combinations of headlines and descriptions are chosen based on a searcher’s past browsing history, their device, and words used to search.

Advertisers now can provide up to 15 different headlines and 4 different descriptions. Over time the best performing combination of headlines and descriptions are chosen to primarily serve users in search results.

What Exactly Changed About Expanded Search Ads In August?

Originally, expanded search ads allowed for two 30-character headlines with one description that contained up to 80-characters. In August, these ads nearly doubled in size. Previous ads with two headlines increased to 3 while the 80-character description increased to two 90-character descriptions\ fields.

In total, ads are now nearly twice the size of previous versions, up from 170 total characters to 300. These changes allow advertisers the possible benefits of Responsive Search Ads while retaining control over what exact messaging is tested and appears in search results.

What Are The Benefits Of Updated Expanded Search Ads?

Higher Click Through Rates

One of the biggest benefits of newer expanded search ads is the possibility of increased click-through rate (CTR). When Google previously updated their ad formatting in 2016, advertisers saw an average click through rate increase of 20%.

As of now, Google has noted a 15% increase to CTR for responsive search ads compared to standard search ads. However, these averages do vary from advertiser to advertiser. Based on these results, tests should be performed to see what works best for your campaign.

Over time, Google’s machine learning optimizes and delivers best ads based on performance. This provides opportunities for smaller teams or small businesses to save time and resources by being able to focus on other aspects of account management.

Save Time & Resources

Over time, Google’s machine learning optimizes and delivers best ads based on performance. This provides opportunities for smaller teams or small businesses to save time and resources by being able to focus on other aspects of account management.

Save Money While Taking More Screen Real Estate

Another potential benefit is being able to save more money by bidding on lower positions. Because of the greater size of the ads, more real estate can still be taken up. Combined with the use of ad extensions, this gives your ads increased chances to be clicked.

More Ad Copy Options

If you had a special offer or a key feature to your service or product, your options were limited previously with two 30-character headlines. Now, you can include those additional details in the three 30-character headlines that would have previously been featured in the ad description.

Want To Get The Most Out Of Google’s Updates To Search Ads?

Trying to improve ROI from Google Ads and without getting overwhelmed with all of Google’s updates can be a challenge. If you’re not getting the results you’re looking for with your paid advertising campaigns, our team at Mason can assess your current paid advertising campaign and work with you to achieve your marketing goals. Schedule a consultation today!