Introducing The New Default Ad: Responsive Search Ads

Lily, 
Digital Innovation Account Manager, 

Responsive Search Ads have been around since 2018, but in Google’s drive to simplify the way that we manage our Google Ads accounts, RSAs have now made it to official Default Ad status.

The RSA format allows advertisers to upload multiple text-based assets within a single ad format. Google’s machine learning automatically adapts the assets you provide into the best combination of headlines and descriptions for targeting your desired audience.

The new default status for these ads means that when you next go to create an ad for your Search campaigns, you will be presented with the below default options to either create a Responsive search ad or Ad Variation:

Responsive Search Ads

Responsive search ads help advertisers to reach more of their customers with relevant messaging within one ad type, allowing ad copy to resonate with their audience even as consumer behavior changes. In fact, Google states that advertisers who add responsive search ads to their ad groups achieve up to 10% more clicks and conversions (Google internal data, Global, 7/15/2020 – 8/15/2020).

But don’t fear! This doesn’t mean that you immediately need to go ahead and rewrite all of the ads in your account. The update will not impact the way that your existing ads are served, and the Expanded Text ad format will still be available to run, edit and create.

You can create Expanded text ads by clicking on the “Responsive Search Ad” option and then clicking “Switch back to text ads” in the below interface:

To Conclude

As mentioned in our blog following the announcement of the phasing out of the modified broad match, we predicate many more AI-led changes to come.  Watch this space for more updates whilst Google moves towards a more persona-driven push for advertisers.

 

 

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