Embrace New Ad Formats in Google Ads

Google has once again altered the playing field in Google Ads. They rolled out responsive search ads and made changes to the expanded text ads format. 

Responsive search ads allow digital marketers to create up to 15 headlines (up to 30 characters each) and up to 4 description lines (up to 90 characters each). Google will then test different combinations of headlines and descriptions and determine which combinations perform the best. Voila! Ad testing just got significantly easier.

Google also updated the expanded text ad format. The updated expanded text ads can have three headlines (up to 30 characters each) and two description lines (up to 90 characters each.

In both cases, this is in addition to the current URL paths in the display URL (up to 15 characters each) and the available ad extensions. This is a tremendous opportunity to take up real estate on the search results page. More importantly, it is an opportunity to think about the messaging that you want to deliver.  We are no longer handcuffed when it comes to delivering our brand message to potential clients.

So, here are a few suggestions to make the most of these changes:

1. Create one responsive ad and, at least, one new expanded text ad per ad group.
2. Create a minimum of 8 headlines in the responsive search ad. The more you create, the better. Give Google as much to work with as possible. However, do not sacrifice your messaging in the name of creating as many headlines as possible.
3. Use the ad copy that has proven to be efficient. I would recommend running an ad performance report (minimum 6 months of data). Look at the headlines and description lines, in the existing ad copy, that prove to drive conversions. Use these as the basis for new headlines and description lines. 
4. Use the search query report to unearth potential headlines and description lines. I would recommend running a search query report (minimum 6 months of data). Look at the search queries that prove to drive conversions. Use these as the basis for new headlines and description lines. Also, make certain to add these search terms as exact match keywords in the campaigns, as well. You kill two birds with one stone!
5. Do not forget the message that you want to deliver. Ask yourself this question. What do I want people to think of when they think of my brand? Once you answer that question, figure out how to effectively deliver that message in the responsive search ads and the updated expanded text ads.
6. Finally, learn from the new ads. Look at the headlines and description lines that drive improved ad engagement and, most importantly, conversions. Identify what resonates with potential clients. Use this to determine what is important to your clients (ex: lower prices, years in business, quality of work, etc). Then, try to determine "why" it is important to potential clients. Too often, marketers get stuck on "what" we market and forget "why" it is important to a potential client. Potential clients will engage with our marketing when it speaks to their "why". Marketing that speaks to "why" is infinitely more powerful than marketing that speaks to "what". Use those insights to drive your marketing into the future. Remember, you do not market to yourself. You market to potential clients that you wish to serve. So, understanding, and marketing to, what is important to them is paramount.