Two years ago, Google launched its ETA ads (Expanded Text Ads). A few weeks ago, Google announced a brand-new format for its ads: the so-called responsive ads (Responsive Search Ads). This new type of ads increases the number of possible combinations for the advertiser. Indeed, it allows to show between two and three titles of thirty characters as well as one or two descriptions of ninety characters each.
More relevant ads
Thanks to intelligent automations, Responsive Search Ads, finds for you the best possible combination between the various elements you supply! If such ads format is capable of showing up to three titles and two full descriptions, it is because when the ads is created, the advertiser can mention multiple variants of the copy: up to fifteen titles and four descriptions!
Once the copies are created, Google cycles through and create the ads permutation thanks to artificial intelligence and learning machine. Google mentions that it will, of course, be possible to pin a title or a description to force its appearance in the final ads. But is it necessarily a good choice?
What are the advantages for your account?
The main advantage offered by Responsive Search Ads is a better visibility, which can be explained by the significantly bigger ads that also allows you more characters. If ads are more visible, the associated click through rate should be better. Google estimates that the latter should increase by about 5 % to 15 %.
Besides, Responsive Search Ads should save advertisers valuable time since the repetitive A/B testing will be automated to show the most engaging and relevant ads. The main job will be done by Google’s artificial intelligence: the advertiser will not have to carry out tests to find the most suitable version of the ads. Keep in mind that Responsive Search Ads are currently only available in Beta. To be able to use them, your account must be one of the few whitelisted.