Best Practices For Google Search Ads
For a successful Google Search Campaign, you should create a minimum of three to five ads per ad group, and as many extensions as possible and optimize ads for rotation. If you have access to responsive search ads beta you should remember to use at least one additional text ad in each of your ad groups.
Handy Tips When It Comes To Responsive Text Ads On Google Search
Responsive text ads now have an optional third headline and a second description line. It’s perfectly fine to add both of these to your ads. Use up to 30-character in headlines and up to 90-character in description lines for responsive text ads on the Google Search Network. By doing so will ensure you get your message out. But whatever you do, don’t overkill with repetitive keywords, or keywords that are not related to the landing page.
The first character on each word should be full-caps (example – Rehabilitation Centers In South Africa) it will improve your Ad Rank.
Creating The Best Text Ads For Google Search Network
Any sensitive or mandatory info should be included in headline 1 and headline 2 or description 1. Always remembering that headline 3 and description 2 might not show if there isn’t enough space to include them.
Ad extensions will work as before. Always remembering that the longer description line takes priority over call-outs or structured snippets, which can still be pulled in line with your description text.
Most importantly, treat the new headline and descriptions as a part of your ad. Don’t simply append the same headline 3 and description 2 to all of your ads. Don’t sacrifice specificity and relevance for longer ads.
Handy Tips When It Comes To Responsive Search Ads On Google
You should use as many ad components as possible. One responsive search ad on Google can include 15 options for headlines and three options for description lines. You should take advantage of them.
You should try adding as many headlines as possible. If a specific headline is pulling down your performance, Google’s system will stop serving it. I believe you should try for eight or more options. At a minimum, you should have at least five unique headlines.
Create distinct headline variations. Make your headlines distinct. Include a few headlines that mention your keywords, and a few that don’t. Ads can then show up to three headlines and two descriptions.
You should also consider varying the length of your headlines. Forget about maximizing your usage of characters in headlines. A shorter headline can at times perform a lot better than long, nonsensical headlines.
Up to three responsive search ads can be added per ad group. But in general 1 should be enough.
You might also encounter ad suggestions in some lower performing ad groups in your Ads account. The suggestions are designed to help you make edits to suggested ads.
Testing New Ad Formats
Test in high-traffic, non-brand ad groups (recommend 50 or more impressions per day) Low-volume tests take too long to run.
Don’t pause any existing ads because you’re trying out responsive search ads. You still want coverage on non-experimental traffic.
Monitor performance. Responsive search ads can be reported on at the ad and asset levels.
It is recommended to use campaign drafts and experiments if you want to understand the impact of adding responsive search ads to your existing campaigns. You’ll be able to take a look at overall changes in clicks, cost per click (CPC) and conversions for your responsive ads.
Do not overly fixate on metrics like click-through rate (CTR) and conversion rate. The new responsive ad formats are about driving more impressions, clicks, and conversions. A high click-through rate isn’t the end goal; it should be more sales for your business that return ROI (Return On Investment)