AI has completely changed the search landscape and made it more intuitive and responsive to user needs. To make your move in this new era, advertisers need to be adaptable to the newest trends, leveraging the latest innovations to drive better performance from Search ads.
The Key to Success: Asset Flexibility
Asset flexibility is the ultimate way to build effective and efficient ads that offer a great user experience.
By offering advertisers more flexibility to use their assets in multiple ways, Google is allowing them to create engaging Google ads. This, in turn, drives better performance, increases user engagement, and enhances the overall Search experience.
Transforming Search Ads with Responsive Search Ads
Responsive Search Ads are a game-changer for Search advertisers. By leveraging the power of Google AI, RSAs enable advertisers to create multiple headlines, descriptions, and other assets that can be combined in different ways to deliver the most relevant ads to users. This flexibility, combined with the power of AI, enables RSAs to drive better performance and increase user engagement.
Maximizing the Potential of Your Current Assets: Fresh Approaches
Source: Google
In the above example, two extra headlines—“Free Shipping on Laptops” and “Unbeatable Prices & Family Savings!”—were given under those 15 headlines by the advertiser but were not shown in ads. However, they showed up as part of the site link format because Google predicted that adding them would improve the ad’s performance.
Google is introducing a new feature to give advertisers more flexibility in how their assets are used in Search ads, with an aim on maximizing performance.
Up to two headlines from your Responsive Search Ads will now be able to show in places where sitelinks typically appear.
This is allowed when Google predicts that displaying these headlines will improve your ad’s performance. Previously, sitelinks were used to link to different pages of your website from the ad.
Now, instead of only showing site links, two of your RSA headlines will serve as additional links, pointing directly to your ad’s final URL. This change allows you to use your headlines more effectively and increases the chance that more of your ad’s content will engage potential customers. Importantly, only two headlines can be used as secondary links, ensuring that the ad remains clean and clear.
However, under the previous ad formats, only three of these headlines were displayed in the ad at any given time, meaning many of the other headlines went unused.
This new approach gives those unused headlines a chance to be shown, making it easier for advertisers to connect with users and enhance the search experience. With more headline options being shown, your messaging has the potential to be more relevant, compelling, and personalized, which can ultimately lead to higher-quality traffic and better performance for your ads.
In short, Google is helping you get more value out of the headlines you’ve already created by providing more opportunities for them to show up in ads and connect with users.
Maximizing Asset Flexibility for Better Performance
To maximize asset flexibility, you need to use a variety of headlines and descriptions. You must create multiple headlines and descriptions to give Google AI more options to work with.
You can also test different ad creatives while experimenting with different ad creatives, including images and videos, to find the best-performing combinations.
Another crucial element is monitoring your ad performance. Regularly review your ad performance data to identify areas for improvement.
Conclusion
By giving advertisers more flexibility to use their assets in different ways, Google is enabling them to create more personalized and engaging ads.
Responsive Search Ads are at the forefront of this revolution and by following expert tips and maximizing asset flexibility, advertisers can unlock the full potential of RSAs and drive greater success in their Search campaigns. If you are an agency finding it difficult to maximize asset flexibility, feel free to contact us.
