Google Adds Dynamic New Features to Responsive Search Ads

Photo illustration by Andreas Rentz/Getty Images

The takeaways

  • Google has updated both Google Ads and its Responsive Search Ads services to make ads more relevant, effective and data efficient.
  • RSAs now offer updated machine learning, localization and countdown tools for advertisers to target and refine consumer ads.
  • According to Google, RSAs improve ad clicks and conversions by up to 10%.

What happened?

Yesterday, Google announced the launch of several new upgrades to its Responsive Search Ads (RSA) service. New tools debuting include ad copy suggestions and recommendations for more effective messaging and cross-campaign results. Also available are location services across city, state and country categories, and countdown customizers that enable time-limited promotions.

Google Ads is also introducing cross-campaign reporting t0 aggregate copy asset data results. This gives the user a total performance overview and a quicker understanding of best performers and trends.

Using Responsive Search Ads

Google RSAs use AI to deliver relevant messages to potential customers. According to Search Engine Journal, RSAs use selected ad copy elements (headlines and the main body) to automatically build consumer ads. This allows for scaled testing and insights into which copy and combinations best rank in searches. Indeed, Google’s internal data reports that RSAs boost ad clicks and conversions up to 10%.

Adding value

Google’s aim is “to make responsive search ads even more relevant and easier to manage.” With the new RSA features, advertisers can localize dynamic ads by area and timezone. In suggesting copy phrases to build and retain audiences, Google is prioritizing consumer-advertiser dialogues as it did in its Business Messaging update.

Though RSAs may seem restrictive as they require a headline/body balance for maximum SEO effectiveness, they have advantages. Moreover, they are results-oriented and an effective way to gain insights into search term preferences and consumer engagement.

For more information, please see Search Engine Journal’s piece on the upgrades.

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