| Get Better Results with Responsive Search Ads
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Get Better Results with Responsive Search Ads

Google invests billions in Artificial Intelligence and Machine Learning projects, how can we leverage this to help increase the performance of our marketing campaigns? Three words: Responsive Search Ads (RSA). With Google’s newest update to the text ad, we’ve levelled up our automation and A/B testing game.

What are responsive search ads?

This new ad type will automatically test variations of up to 15 headlines and 4 descriptions. What combination depends on factors such as online behaviour, browsing history, device, etc. Which specific ad combination is shown to the customer depends on factors such as the customer’s online behaviour, browsing history, device, etc.

With more than 43,000 possible ad variations and Google’s plethora of touchpoints from users, combinations from responsive search ads consistently perform better than the alternative, expanded text ad.

How we’ve implemented the responsive text ad with your campaigns.

Sticking with our tried and true account and campaign structure, we’ve simply added an additional RSA to each ad set. This RSA is built using the information already setup for the existing expanded text ads. This means we help boost your campaign performance and test multiple combinations without altering your messaging at all! More than 15 Headlines and 5 Descriptions already setup? No need to worry, we’ve created a new AI to select the most unique text to help avoid irrelevant combinations and help you test the widest variety of messaging.

What is the impact?

Let’s get down to the numbers, split by high & low funnel searches, with over $1.8M of ad spend for testing here are our results.

To understand this data, we must first understand the difference in messaging between High and Low Funnel searches.

Low Funnel ; High Converting:

AdType Cost per Click Cost per Conversion Click Through Rate Conversion Rate
Expanded Text Ad $1.51 $3.57 1.12% 42.43%
Responsive Search Ad $1.46 $2.81 1.48% 52.06%
Difference -3.36% -21.24% +31.63% +22.70%

Due to the nature of low funnel being built for specific intent, combination variety impacts performance more than general messaging.This means the difference between serving an ad mentioning a specific feature in a different location within the text ad impacts performance more than altering the messaging used to mention said feature.

High Funnel ; Low Intent:

AdType Cost per Click Cost per Conversion Click Through Rate Conversion Rate
Expanded Text Ad $0.73 $3.65 1.40% 19.86%
Responsive Search Ad $0.62 $2.54 1.54% 24.54%
Difference -14.22% -30.57% +10.31% +23.55%

Alternatively, with the use of responsive search ads, high funnel campaigns are now competitive for more searches and therefore will generate more clicks at a lower cost on average. This was further proven by the increase of impressions by over 70%.

As you can see, regardless of intent, responsive search ads consistently perform better than the alternative expanded text ads. The decrease in Cost per Conversion, mainly due to the increase in conversion rate means RSA can help marketers with their biggest challenge yet, scaling campaigns while maintaining an ROI below their desired threshold. This benefit coupled with the performance boost for the CTR and CPC proves yet again that automation and machine learning may be the most powerful tools for digital advertisers today.

This new feature is available for new and used inventory campaigns for both new audiences and RLSA as well as for Branding, Service, Credit & Conquest campaigns and is already live in your accounts today!