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Google has just announced the release in France of a new responsive ad format, available this time on the search network: Responsive Search Ads.

Have you heard of responsive display ads before? These are used on the Google Display Network and are displayed in the form of banners that adapt to a large number of websites and types of browsers (Desktop or Mobile, etc.).

What are Responsive Search Ads?

Responsive Search Network Ads are text ads that automatically adjust their content and help show more text and more relevant messages to your potential customers.

The principle consists of inserting several titles as well as several descriptions within the same ad, Google Ads then automatically tests different combinations of titles and descriptions and memorizes which ones work best over time.

Google initially recommends using this new ad format on campaigns that are not well-known and generate a high volume of traffic.

A responsive search network ad may have 3 to 15 title variations of 30 characters maximum each, as well as 2 to 4 description variations of 90 characters maximum each:

What are the advantages of using Responsive Search Ads in your Google Ads campaigns?

A new Google Ads ad format, new advantages for your campaigns:

Responsive search network ads provide 4 main benefits in managing your Google Ads campaigns.

1. Simplicity: Depending on the campaigns chosen, it will be possible to save time when creating ads. Indeed, the different title and description variables can be indicated at the level of the same ad, it is AdWords that will then take care of adapting each of them in order to distribute the best combinations of ads to Internet users. active search likely to click on your ad.

2. Flexibility: the fact that these ads are in a responsive format gives them greater flexibility in terms of their distribution. These ads scale to the width of the devices they’re served on – they can display up to 3 headlines and two descriptions, giving you more room to convey your message to your potential customers.

3. Control: with this ad format, the advertiser is always in control of the content that is added to the ads by indicating himself the titles and descriptions that must appear in the ads. It is also possible to impose a specific position in the ad on a title or a description (for example to ask AdWords that the title A is always placed as title number 1 in the ad or to indicate to Google that either title A or title B must appear one or the other systematically in the first position, etc.).

  1. More performance: these ads should help reach more potential customers by increasing the possibilities of being present on more auctions and showing on more requests. Google estimates that an ad group with Responsive Search ads should see a 5-15% increase in click-through volume.