Responsive Search Ads Are Now Default Type for Google Ads

Responsive Search Ads Are Now Default Type for Google Ads

Google has made it official: Responsive text ads will now be the default ad type in Google ad search campaigns. The ad format began in 2018.

What does this change for advertisers?

Google spokesman has confirmed this update No Impact on how ads are served.

Extended text ads are still supported, and advertisers can still create them. When the advertiser goes to create a new ad, this difference will not default to expanded text ads.

Google encourages advertisers to use additional tools in the ad setup to maximize the performance of RSAs. These include viewing the “Add Strength” indicator, and continuing to use personalization features such as location and countdown customizers.

What are responsive search ads?

Traditionally, text ads at Google included headlines and body copy. Advertisers will write them in the order they want.

advertising

Continue reading below

Multiple, stand-alone versions will be created, with Google rotating the versions against each other. How this is determined by the advertiser in the campaign’s settings:

Responsive search ads change this basic dynamic slightly.

Instead of each ad being viewed as its own version, each piece of ad is seen as an “asset”. These assets are mixed and matched by Google to find the best combination of headlines and body gimmicks for the campaign’s goal.

advertising

Continue reading below

The set up looks like this:

Responsive search ads are now the default type for Google ads.

Responsive search ads are noted as such in the Advertising section, and there is also a link for advertisers to “view property details” to see all properties running in that RSA:

Responsive search ads are now the default type for Google ads.

What are the challenges with responsive search ads?

They require a little more thought in the setup. Since the advertiser is not mandating the order like a normal text ad, each title and body copy asset must make sense on its own, regardless of any combination used.

advertising

Continue reading below

For example, sometimes brands will use the multiple headlines of a text phrase with the intention of making it act as a phrase. In the two headlines, they make sense when they match together:

Responsive search ads are now the default type for Google ads.

However, this requires slightly more planning in RSAs. If these are mixed only as assets, then the headline order can appear as reverse and does not make much sense:

Responsive search ads are now the default type for Google ads.

Google provides a tool to help control these examples in RSAs. Advertisers can “pin” an asset version, and specify in which order it should always appear. This function continues to give advertisers control over specifying property orders.

advertising

Continue reading below

Is this a big deal?

Yes and no

This is probably not a big surprise for many advertisers who see the details in the platform.

Many of us noticed in the past year that the options for expanded ad ads disappeared from the new ad creation options:

Responsive search ads are now the default type for Google ads.

They can still be found by choosing the Extended Text option. The latter screen has a link that has the ability to create text ads. This is now officially the default setup, but many advertisers are already used to it:

Responsive search ads are now the default type for Google ads.

Responsive search ads also focus in the recommendations section, with frequent hints to add more headlines or body copy. Google also started making suggestions for them, which could be approved or rejected.

advertising

Continue reading below

In the recommendations section, the initial prompt looks like this:

Responsive search ads are now the default type for Google ads.

When the “View Recommendations” option is clicked, it will reflect everything currently set for that responsive search ad. A green marker should be added next to any item suggested by Google. Brands can save to add a suggestion, or ignore it.

Responsive search ads are now the default type for Google ads.

Clicking “Apply” will add Google’s suggestions to asset rotation.

advertising

Continue reading below

This is the most recent announcement in some consolidation issued by Google to simplify and streamline account management. He recently announced that the revised broad match phrase would be sunset in favor of the match.