Earlier this month Google announced the introduction of responsive search ads. These provide the opportunity to set up multiple headlines and a handful of descriptions for each ad. Google will test combinations of these dynamically and then serve the combination most likely to achieve your goal.
What do the new responsive search ads offer advertisers?
The responsive search ads are larger than normal text ads. With up to 3 headlines and 2 ninety character description being shown in a single ad, they offer more real estate.
Search Engine Land points out that the new format also offers opportunities to advertisers who need to include specific legal information, such as dislaimers.
“There is an option to “pin” headlines and descriptions to specific positions. This will be particularly helpful for advertisers in sensitive categories that require disclaimers, for example. Keep in mind that if you pin just one headline or description to a position, that will be the only thing allowed to show in that spot. It’s possible to pin a few headlines or descriptions to a position to provide more flexibility in the dynamic matching”
Could this mark the beginning of the end for A/B testing? Google’s machine learning will certainly learn faster than any human can.
We are currently testing responsive search ads across some of our accounts and we will report our findings soon.
In the meantime, read the full article on the new ad format by Search Engine Land