Get excited! Google AdWords is introducing some great new features that are guaranteed to make your marketing easier and much more effective. Although currently in beta, some advertisers already have access to these changes.
If you’re a PPC professional who has never been A/B testing’s biggest fan, Google AdWords has the answer. The new responsive text ad format allows for multiple descriptions and headlines to be written for each ad. Google will automatically test these ads dynamically for you, to ensure that the best possible combinations are used to achieve your goals.
Google Text Responsive Ads allow you to-
- Increase group ad performance
- Reach more potential customers
- Create flexible ads
- Save time
Google is also rewarding anyone who chooses to use the new responsive text ads-which help machine learning to evolve and deliver the best ad creatives, by allowing people to show three headlines instead of two and by having 90 character descriptions instead of 80-ultimately increasing the chances of ads being seen.
‘To increase the likelihood that your ad shows, be sure to provide at least 5 distinct headlines that don’t repeat the same or similar phrases. Providing redundant headlines will restrict the system’s ability to generate combinations.’
You may have tried dynamic search ads, automated ads and A/B testing to achieve similar results in the past, but now three ads must exist in each ad group for them be rotated automatically to show your best performing ads first-which will optimize your ad performance.
Writing Effective Headlines
Advertisers now have the capacity to write up to 15 headlines and four descriptions in each ad group. Google suggests writing your first three headlines as if they’ll appear together in the ad. You should use these headlines to highlight distinctive features, unique selling points and to implement call top actions.
There is also an option to pin a headline, which allows you to select a headline that you’d like to appear all the time and pin it to an ad. This is especially effective for companies who have a disclaimer or terms which need to go in every ad. Bear this in mind when writing your headlines.
When it comes to checking if the new ad format is working, you can check how your responsive text ad are performing by using a filter on your reports.
Contact us at ePresence for better AdWords campaigns
If you’d love to reap the benefits of responsive text AdWords ads, but the concept just goes clear over your head, we’d love to help you to implement a PPC strategy. Drop us an email or call us on (0)87 256 5119 today to discuss your options
John Brennan is director of ePresence Internet Marketing. He is an experienced management consultant, specialising in Digital Marketing, Business Development, Product Development and Innovation Management.
Owner/director of ePresence, John also lectures in Digital Advertising and Analytics at Cork Institute of Technology.
John has an Electronic Engineering Degree from Cork Institute of Technology, MBA from University College Cork and Executive Training at Kellogg Business School, Chicago.
Before setting up ePresence, John held various roles such as Software Engineer, Director of Engineering, Director of Product and Program Management, Vice President of Product Development and General Manager in world leading organisations such as Apple, IBM, Snap-on Inc. and FMC.
John combines his technology know-how, management experience and customer focus to help his clients achieve online success.