Google has announced a new ad product based on machine learning, which adapts to users’ search queries for more accurate results.
In these new responsive search ads, businesses can provide up to 15 headlines and four lines of description. Once these are submitted, Google will perform tests to learn which ads offer the strongest performance for different queries.
Google claims that incorporating machine learning into testing multiple combinations has the power to increase an ad’s clicks by as much as 15 percent.
However, the new responsive search ads do more than this: they open the door for advertisers to take part in additional auctions and provide matches for more searches. As a result, companies using Google AdWords will be able to reach a wider audience.
More space for bigger descriptions
Advertisers will have a little more space to play with, as descriptions can contain as many as 90 characters rather than just 80. Each responsive search ad may display up to three different headlines instead of only two. Two descriptions can also appear.
This is a fantastic addition to the Google AdWords platform. Businesses of all sizes and across all industries will benefit from experimenting with Google’s new responsive search ads.
With additional space for your description fields and as many as 15 headlines, your PPC ad copy gives Google plenty of potential combinations to try.
After all, the aim of PPC is to help advertisers reach potential buyers through the most relevant, engaging ads. The new responsive search ads should help companies to match more queries, increasing your chances to boost conversions.
Google’s responsive search ads are in beta at present and being provided to a limited group of AdWords clients.
Intelligent testing for successful campaigns
Being able to essentially let Google’s machine learning to test multiple combinations and decide on the most effective takes some of the strain off. A/B testing is an essential part of cultivating a successful PPC campaign, but now Google will take the initiative.
Of course, you still have to put real effort and consideration into creating the various headlines and descriptions you submit. The stronger the ideas you provide to Google, the better the combinations are likely to be.
It is vital to spend time looking into the best keywords, headlines and tone to grab your target audience. Keep in mind that Google’s responsive search ads can only work with what you deliver.
This is another exciting step in Google’s ongoing advances in online advertising. We look forward to seeing where they go next.
Are you looking to launch your own PPC campaign, or get better results with your current one? Give our Orange County digital marketing agency a call to learn more!