Responsive Search Ads Best Practices You´re (Probably) Not Using To Boost ROI

Published by Pedro Campos on

responsive search ads best practices

Responsive search ads are a type of Google advertisement that dynamically alternates headlines and descriptions based on what´s more relevant to the user. You can add up to 12 headlines with a 30 character limit and 4 descriptions with a limit of 90.

You´re here because you want to learn more about Google responsive search ads.

They´re actually pretty simple to understand!

But you´re not just looking to learn more about them. You want to make them more effective.

In this post, I´ll share with you some best practices to make your responsive search ads convert like never before.

Let´s dive straight into it.

Google Responsive Search Ads Best Practices

The following strategies should be considered if you want to drive more engagement and conversions from your responsive search ads.

They will help you go from a poor or average score to excellent and will most certainly help you improve ad rank.

Let´s face it, you didn´t land on this post because you want to settle for average ads.
I´ll show you how you can make them great!

(RELATED: 4 Pro Tips To Improve Google Ad Rank Today)

Structure Responsive Search Ads Properly

The first step to fantastic responsive search ads is having a structure, almost like a template.

What do I mean by this? Let me explain.

As you probably already know, Google gives you the opportunity to create 12 headlines. Now, will those say the same thing?
Only if you don´t know what you´re doing!

The right structure involves including the following:

responsive search ads copy

These will be 4 groups of unique headlines, totaling 12.

What you want to do next is to pin headlines 1, 2, and 3 in that same order.
By doing this, you´re insuring that Google shows the ad following a sequence.

This sequence has proven to convert since it follows a natural progression for humans, in the way we make decisions.

Also, you can use the same tactic for descriptions.

The first step to fantastic responsive search ads is having a structure, almost like a template.

Use All Available Fields

Here´s the truth…

Most advertisers on Google get lazy. Maybe it has happened to you too.

When you´re paying for customers, there is no room for complacency or laziness.
What does this have to do with responsive search ads?

I´ve seen over and over again, advertisers creating these ads and only including 4 or 5 headlines and 1 or 2 descriptions.

Don´t get lazy!
If you´re going to create a responsive search ad, use all the fields.

Imagine this, if someone offered you $100 and another $10,000 to start a company, what would you choose?
So, you want to give yourself as many chances as possible to capture an ad click.

Look At The Search Terms Report

In the past few weeks, Google announced a change in the number of terms you see on the search terms report.

However, it doesn`t mean you should quit looking at that report.

In fact, you can benefit the most from constantly diving in there and look for keywords you can add to your responsive search ads.

The goal here to make your ads more profitable!
If you notice your quality score is on the low side, this could help improve it.

Also, don´t forget to do a proper keyword research before hand.

Being ad relevance part of quality score and knowing it affects ad costs, you should really consider adding keywords to the display URL in your Google responsive search ads.

Employ Different Selling Points

You already know you should be using benefits in your responsive search ads.
Furthermore, it´s equally important to add different value propositions.

One of the most important responsive search ads best practices is variety. How does it make a difference, exactly?

  • Different-sized headlines
  • Benefits
  • Different ways to position your offer
  • Social proof
  • Guarantees

For example, there´s no point in having 12 headlines saying the same thing. It will only hurt your conversion rate.

(RELATED: Google Ads Keyword Research Made Simple With These 6 Free Methods)

Use Keywords In The Display Path

This is another simple and great way to increase ad relevance.

Being ad relevance part of quality score and knowing it affects ad costs, you should really consider this best practice.

For instance, if you´re selling shoes, your display URL could look like this:

The purpose is to take advantage of every space Google gives you to make sure you get the most out of your advertising efforts.

Again, don´t get lazy, use all the advantages you can get.

Start Creating More Profitable Responsive Search Ads

At this point, you have the tactics at your disposal to create more engaging and better converting Google responsive ads.

But remember, the tactics without execution are worthless.
Go out there, use these tips and I guarantee you´ll have more profitable ads in no time.

We´d love to hear your opinion. How was this article helpful to you?


Pedro Campos

Pedro is the founder of Advertongue, a performance-based digital advertising agency. He is a paid media strategist for high-growth companies and experts all over the world, with over a million dollars in managed ad spend. You might have seen his content on sites such as Funnel Magazine, G2, Content Marketing Institute, or FitSmallBusiness, to name a few.


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