Google’s new ad format which just went into beta offers more real estate and dynamically combines an advertiser’s headlines and descriptions.
If you have ever used Facebook’s DCO (Dynamic Creative Optimization) feature, you know how much of a time saver it is and by the looks of it, Google’s new ad format will be the same.
The format allows advertisers to set up one ad with multiple headlines and a few different descriptions and Google will test the combinations dynamically and start serving the best performing combination based on the advertisers’ goals. This shift is a massive indication that Google aims to continue to let machine learning do all the work of testing creative. No more manual inputs. Finally.
According to Ginny Marvin of Search Engine Land, “The argument for having multiple ad options is that your ad groups will have opportunities to compete in more auctions when there are more options for the keywords to trigger your ads. It also requires relinquishing more control to the machines, which can give those devoted to strictly controlling their ad tests agita. But responsive text ads are just one more indication that the days of manual A/B testing are coming to an end, and fast.”
Although this feature is not available to all advertisers yet, according to an article written earlier this month, Google is allowing responsive search ads up to three headlines instead of two and shows two 90-character descriptions instead of one 80-character description. In addition to more space allowed, Google is allowing more flexibility by allowing up to 15 headlines and four descriptions.
If these features are not available to you yet just hold tight, it is coming and it will be saving you a massive amount of time.
For detailed instructions on how to set up responsive search ads, check out Google’s support page
For more of Ginny’s article, check it out