What Are Responsive Search Ads?
Responsive search ads are a type of search result that Google uses to display advertisements in user search queries. This ad result consists of a final URL, display paths, headlines, descriptions, and extensions.
Here’s a screenshot of an example:
License: Attribution 4.0 International (CC BY 4.0)
Author: Rochelle Grayson (Author)
The owner of a website wanting to create a Google ad campaign that will drive traffic to their website can create a responsive search ad for specific keywords. These keywords are what you will optimize the ad campaign around. It’s important to stick with the focus of the keyword and query when choosing headlines and descriptions.
Let’s use a luxury and full-service wedding planning company that focuses on destination weddings for an example. When a user makes a query on Google, such as “destination wedding packages”, Google will create relevant combinations of headlines and descriptions based on this search and produce an advertisement at the top of the user’s search result page. This combination of results is a responsive search ad. There are over 40,000 possible combinations!
Responsive Search Ad Elements
Creating a responsive search ad requires you to stay within strict parameters to guarantee expansive and specific ad results. Each section of a search ad has a character requirement that includes spaces, so it’s vital to stay under these numbers so that your ad is usable:
| Display paths: | 15 characters |
| Up to 15 headlines: | 30 characters |
| Up to 4 descriptions: | 90 characters |
| Extensions | 25 characters |
Leave a Reply