The customer journey for converting online shoppers has changed dramatically in recent years, especially in terms of Google Ads. Shoppers are more savvy than ever, and search engines are increasingly providing relevant information to shoppers based on the search terms they use.
Google’s response to this increased competition is Google Ads’ new responsive search ads. These ads use smart technology to display products in a way that’s customized to shoppers. It’s an exciting time for advertisers because responsive search ads can significantly improve visibility for products in the search results, increase conversions and drive revenue.
But getting responsive search ads right requires planning and attention to detail. Here are some of the things you’ll need to consider:
1. Use Distinctive Headlines and Descriptions
Search ads are powerful when you have multiple ad combinations and keywords that can match customer search terms. This increases relevance and customer reach. Additionally, responsive search ads let you simultaneously sell multiple products, compare products, and track customer behavior.
By adding different headlines to your search ads, you can create more ad combinations for each campaign, leading to better campaign performance. The more you write, the better your output will be. You can include up to fifteen headlines and four descriptions in a responsive search ad. It will display three headlines and two descriptions at the same time.
When you’re writing headlines, think about how they will display on small screens. On devices like mobile, it might only show up to two headlines and one description.
2. Add Ads with good performance ad strength
You should add at least one responsive search ad per ad group. Check the ad strength indicator to make sure your ad has an “excellent” ranking, as this increases the chances it will show. Ad groups with responsive ads can have a maximum of three enabled responsive ads.
Product ad groups should be as specific as possible and have at least three relevant ads. Google will optimize for performance.
3. Use Popular Content From Your Existing Ads
A lot of marketers of small businesses struggle with generating traffic, whether they want to drive more sales through organic search or boost their Google ranking. One of these problems is those small businesses have a smaller budget to spend on paid advertisements, so they rely on free traffic sources such as search engines, Google’s display network, and social media.
But, while free traffic can be a big boon to a business, it can be a double-edged sword, as well. Many small businesses don’t invest much in their SEO, so their organic search rankings are weak. As a result, they often have to pay more to generate more traffic.
But, SEO doesn’t have to be expensive. In fact, you can start generating traffic for your site for free, and one of those ways is by using your existing expanded text ads as a source for your new content.
Responsive search ads allow you to lower your costs per click, increase your CTR, and potentially improve your campaign’s ROI. We have seen all of these improvements at our PPC marketing agency.
As outlined above, responsive search ads are the best way to attract customers who are looking for your products or services while staying on brand, and it will allow you to spend less money while still achieving your desired results.
By using Google Ads PPC Search Campaigns, you can improve your business online in 2021. Ness Marketing has got you covered when it comes to Ads and PPC Campaigns.