5 Ways to Optimize Your Responsive Search Ads
By: Paul Finch
Tags: Search Ads, Ads, PPC, Google Ads, PPC Marketing

Are you following the best practices for Responsive Search Ads?

Your search ads are perhaps one of your most powerful tools in getting users to click through to your site, but only if they’re set up correctly.

Did you know that there are over 10 factors taken into consideration when creating an intelligent PPC campaign?

That means there are over 10 opportunities for you to optimize your ads. And with Google ads tool and new updates to their ad platform that gives more control back to the advertiser, it couldn’t be a better time.

What Are Responsive Search Ads?

Responsive search ads (RSAs) are ads that are served based on the size of the screen or device being used. So, for example, if a user is searching on their desktop computer, they’ll see a desktop-sized ad.

If they are looking for something on a tablet, they will see a mobile-sized ad. And if they are searching on their mobile device, they will see a small mobile-sized ad.

Responsive search ads are becoming more popular as it’s an easy way for advertisers to show the right ad to the right user at just the right time.

Benefits of Responsive Search Ads

There are many great benefits to implementing responsive ads, but here are a few things you can take away from it:

You control the design of your ads.

You reduce the number of ads on the search network (up to 60% less), increasing CTR (click-through rate). You can target better precisely what you want your users to see.

Reduced monthly PPC spend

Reduce your monthly PPC advertising spending by gaining more control over what ads show and to whom. And with the increased CTR, you will save even more.

Publishers and Advertisers Gain More Control

Whether you are an advertiser or publisher, Google’s platform for responsive ads is meant to give you more control over your valuable data and what shows on your site.

Imagine, instead of creating several different ads for each variation of your offers, you can now show one ad and change what text and images are shown to create an entirely different ad.

Flexibility

Your ad can now adjust to fit the device it is being viewed on, so if it is a smaller screen, that means your message needs to be small too (don’t cram all your copy into that tiny little box).

How can you optimize your responsive search ads?

There are many factors that go into creating a solid, high-converting responsive search ad campaign. Here are five tips to keep in mind when setting up yours:

1. Define your target audience

If you don’t know who you are targeting, you might be looking at an ineffective campaign. So before you start, it’s essential to define who you are targeting. Who is your ideal customer? What are their demographic characteristics?

You should also determine how much traffic you’d like to drive to your site. If you are just trying to get a few new leads, that could be anywhere from 1 to 2%. But if you are going after a particular niche, that number can be higher or lower.

2. Write a clear copy for your ad

For your ad to have a good chance of being clicked, your copy should be concise and to the point. That means making sure that your headlines and body copy are short and to the point.

You can do this by testing different headlines on your landing page. Which headline works best? Is it one with a powerful value proposition? Or perhaps one that gets to the point quickly.

The best copy for your ad will depend on who you’re targeting and what they’re looking for. But make sure your copy matches each unique audience.

3. Use unique descriptions and headlines

Your headline and description should be unique to each ad. Using the same wording across multiple ads make it harder for people to understand what they’re looking at. It will also cause people to miss it when they scroll through the ads. Use different headlines and descriptions to make it easy for searchers to find your ads and understand what they’re looking at.

4. Incorporate more than 3 popular keywords in your headlines

Keywords are a huge factor in determining which ads show. This is why it is important to include as many keywords as you can. But don’t just throw random keywords in there either; you need to ensure the keyword is relevant to the ad.

The keywords should be related to your website or product and should appropriately match your business or industry. For example, if you’re a restaurant that serves Italian food, then your keywords should be “Italian food,” “pizza,” and other related terms.

5. Use clear call-to-action words

You need to make sure that your call to action (CTA) is clear to the user. Your CTA should be very simple and straightforward. Don’t have any fancy language or graphics that take up space on the screen, and keep the copy concise and to the point.

For example, it might be more effective to use “Apply Now” than “Sign up for a lifetime of savings today!”

Your CTA should convey the message that you want people to take action. Keep it simple and direct, without any distractions or embellishments (unless, of course, you’re going for a more stylistic approach).

Conclusion:

We hope that these tips will help you create a more effective and efficient responsive search ad campaign. There is no one perfect way to create an ad, and the only way to find out what works for your business is through testing and retesting.

When creating ads, it is crucial to keep in mind both your audience and the requirements of Google. Don’t forget to make your ad relevant and include a call to action that is short, simple, and direct.