How to Write Responsive Search Ads in 2023:
(according to Google, fact-checked by đź’°)
//Google Ads Thread//
(according to Google, fact-checked by đź’°)
//Google Ads Thread//
Google recently released a brand new guide on writing better ads in 2023
(specifically for Responsive Search Ads)
I’m going to highlight the main points from that guide + share my opinion(s) on what I like vs. what is total BS from Google
(specifically for Responsive Search Ads)
I’m going to highlight the main points from that guide + share my opinion(s) on what I like vs. what is total BS from Google
Point #1 – Why Responsive Search Ads
Google says, “In practice, this means that the more diverse assets you provide, the more combinations that can be used in order to deliver ads that are relevant to each of your potential customers.”
so what does this actually mean?
Google says, “In practice, this means that the more diverse assets you provide, the more combinations that can be used in order to deliver ads that are relevant to each of your potential customers.”
so what does this actually mean?
My opinion → Google wants you to maximize all Headlines/Descriptions to give the machine as much testing ammo as possible
In reality, you should be limiting # of headlines or pinning different H1/H2/H3s to control what messages will come across to searchers (ad score be damned)
In reality, you should be limiting # of headlines or pinning different H1/H2/H3s to control what messages will come across to searchers (ad score be damned)
Point #2 – How RSA’s Select Combinations for Search Ads
Search ads are generated in 3 steps
1. Context between query:keyword
2. System assembles combo's from the available assets based on relevance + expected performance
3. The best combinations are then advanced to the auction
Search ads are generated in 3 steps
1. Context between query:keyword
2. System assembles combo's from the available assets based on relevance + expected performance
3. The best combinations are then advanced to the auction
Google says, “Over time, responsive search ads use a continuously learning AI model to understand which assets and combinations perform well for each query - helping maximize performance for the advertiser...The higher the query volume, the more effective the learning.”
so...
so...
My opinion → This is where many advertisers will face challenges if they don’t give the AI model enough query volume for learning & real-time metrics from users to tell Google what is good or bad.
CONT Next
CONT Next
If you’re a brand that will spend $5k+/day on search campaigns and have thousands of impressions a day, then of course, the AI model will learn & adapt quickly, this is not the reality for most advertisers
next point of review:
next point of review:
Point #3 – Ad Strength: Should You Care About It?
Ad Strength does not directly factor your ad eligibility in the auction process
What does?
Ad Rank
(simplified = bid, ad quality, Ad Rank thresholds, context of search, and expected impact of assets & ad formats)
Ad Strength does not directly factor your ad eligibility in the auction process
What does?
Ad Rank
(simplified = bid, ad quality, Ad Rank thresholds, context of search, and expected impact of assets & ad formats)
Google says, “While the categories that Ad Strength measures do influence your ad’s serving eligibility, the Ad Strength rating itself is not a factor in the auction during serving.”
my opinion:
my opinion:
Google is trying to show you “best practices” compared to search behavior and expectations in real-time.
Feel free to use this feedback tool to try new ad copy themes or test new best practices
but if you use Ad Strength, how should you?
Feel free to use this feedback tool to try new ad copy themes or test new best practices
but if you use Ad Strength, how should you?
The 2 main best practices of Ad Strength
1. Enough diverse headlines/descriptions to maximize the # of relevant combinations
2. Enough keyword relevance of headlines/descriptions to ensure relevant user experience
1. Enough diverse headlines/descriptions to maximize the # of relevant combinations
2. Enough keyword relevance of headlines/descriptions to ensure relevant user experience
There are 4 categories of Ad Strength (how it’s ranked)
1. Number of Headlines
2. Uniqueness of Headlines
3. Keyword Relevance of Headlines & Descriptions
4. Uniqueness of Descriptions
1. Number of Headlines
2. Uniqueness of Headlines
3. Keyword Relevance of Headlines & Descriptions
4. Uniqueness of Descriptions
Point #4 – How To Create High-Quality Assets
Google is suggesting you use three tools to help you in the ad creation process
1. Asset Suggestions
2. Recommendations for Improving Ad Strength
3. Automatically Created Assets (aka AI generated Headlines/Descriptions)
Google is suggesting you use three tools to help you in the ad creation process
1. Asset Suggestions
2. Recommendations for Improving Ad Strength
3. Automatically Created Assets (aka AI generated Headlines/Descriptions)
My opinion → Bunch of BS.
Yes this will help you think of more variety amongst your headlines/descriptions, but will it help you make more money (by improving CTR & CVR)?
Probably not.
So how should you? You need to be testing at the ad copy THEME level
Yes this will help you think of more variety amongst your headlines/descriptions, but will it help you make more money (by improving CTR & CVR)?
Probably not.
So how should you? You need to be testing at the ad copy THEME level
Point #5 – Using Google’s Love Triangle, The AI Account Structure
So Google has been pushing this triangle of AI for about 3 years now
(fall of 2020, they updated their keyword matching and thus broad match performance capabilities)
What are they pushing?
So Google has been pushing this triangle of AI for about 3 years now
(fall of 2020, they updated their keyword matching and thus broad match performance capabilities)
What are they pushing?
Smart Bidding x Broad Match x RSAs
My opinion → EVERY account should test this at least once. Should you if you’re a brand new account w/ a small budget (<$10k/mo)? Probably not right away, but pencil it in for 4-6 months down the road with some account history
My opinion → EVERY account should test this at least once. Should you if you’re a brand new account w/ a small budget (<$10k/mo)? Probably not right away, but pencil it in for 4-6 months down the road with some account history
Point #6 – Key Takeaways Review
Let’s review the summary and see what is truthful vs. pushing their agenda
(I appreciate you taking the time to read this breakdown, if you want more free training on Google Ads check out my profile)
Let’s review the summary and see what is truthful vs. pushing their agenda
(I appreciate you taking the time to read this breakdown, if you want more free training on Google Ads check out my profile)
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