Google Ads is a fundamental tool in advertising, as it has been a leader in online advertising for a long time. Knowing the types of ads that can be created with Google AdWords is key to maximising your online advertising strategy.

As of 30 June 2022, Google will favour responsive search ads over other forms, such as expanded text ads. With Zapiplay you can apply these types of tools and strategies to take your business to the next level!

What are search ads?

Responsive search ads contain multiple titles and descriptions for the same ad. This allows high levels of personalisation for the person viewing the ad, as there are many combinations that can be shown to them depending on their search patterns and history.

Adaptive search ads typically have around 15 different titles and up to 4 possible descriptions that can result in thousands of different combinations.

There is also a "pinning" function that gives advertisers some control over which ads are shown, although it is not recommended to use it too often. Pinning too much will disrupt the search engine's attempts to test combinations and ultimately hinder campaign performance. Marketers should ensure that all titles and descriptions match well and are fully interchangeable to get the most out of the ads.

We strongly recommend staying up to date on Google's advertising best practices, as they are updated frequently. Commonly considered best practices include keyword research, providing a reasonable number of ads for an ad group or campaign, and combining and leveraging other Google Ads tools and techniques, such as dynamic keyword insertions and ad extensions.

3 benefits of responsive search ads

1. Personalisation

The most obvious advantage of using responsive search ads is the amount of personalisation that can be achieved. According to Google, up to 15% of the search queries it receives every day are unique, meaning they have never been searched for before.

2. Seamless user experience

Responsive search ads rely on multiple sources of information to display the right ad, including the user's location, device and search history. This allows for a seamless user experience, as responsive ads can be made to adapt to desktop or mobile devices. When writing your product descriptions for your ads, try to avoid those that end abruptly or in full stops, which end up leaving the user confused.

In addition, because Google shows different combinations to different users automatically, it saves the advertiser a lot of work and eliminates the need for manual A/B testing.

3. Increased brand awareness

Another advantage of using responsive search ads is that creating more descriptions and titles will lead to a wider reach, as the ads will match more queries and therefore be seen by more people. With more impressions, your brand awareness will be higher.

Finally, they also have a click-through rate up to 15% higher than other forms, such as regular text ads.