Google, in its infinite wisdom, is forcing us all into ‘responsive search ads.’ In this new format for Google Ads, you create multiple headlines and multiple descriptions. Then, Google mixes and matches these “on the fly” as users search, creating more and more powerful performance. What could go possibly wrong? Let’s investigate.
RESPONSIVE SEARCH ADS: WHAT ARE THEY
First, what are ‘responsive search ads?’ These appear inside search campaigns and ad groups on Google Ads and are now the default. You create multiple headlines and multiple descriptions. The same rules I explain in my book on Google Ads apply.
- Google vs. You. Google gets paid “by the click” and you get paid “by the conversion.” Thus, despite all the blather you’ll read on the Blogosphere, be careful! Google will optimize to maximize clicks (not necessarily conversions), so that “helpful” Google AI can easily optimize for free pizza, free beer, free pizza and beer.
- Headlines and Descriptions.Try to include …