Google has demonstrated the desire and ability to adapt to changing search user habits and goals with advertisements. The company wants to create a platform that creates smart matches between ad messages and user search motives. The latest updates to Google's responsive search ads are a great testament to these points.
The following is an overview of the latest updates to responsive search ads on Google, along with insights on how you can leverage them to optimize your responsive campaigns.
Broader Geographical Reach
Up until now, Google has limited the geographic scope of its responsive search opportunities to evaluate the platform's effectiveness. The results have been positive and the company is expanding responsive ad access to more languages in September, including French, German and Spanish.
This increased language access allows global advertisers the ability to gain more economies of scale from campaigns with wide appeal. At the same time, you can execute ads that segment the global marketplace based on the dominant language, preferred benefits, messages and text.
More Character Real Estate
The recent expansion of real estate in Google's text-based ads will carry over into its responsive ads. The company now offers advertisers expanded text campaign options that allow for up to three headlines, two descriptions and 90 characters. This increased real estate enhances the attention-getting benefits of your ads.
These expanded ad benefits are now available through responsive campaigns as well. This news is important for companies executing cross-device campaigns or ads targeting mobile users. Think about the amount of screen real estate you get with such a large ad space on a smartphone or typical tablet!
Machine Learning Automation
Perhaps the biggest news about Google responsive search ads is that the company is integrating more machine learning capabilities. It wants advertisers to rely on Google's advanced algorithms to determine which combination of headline and descriptions make the most sense for reaching each identified market segment.
To benefit from the machine learning capabilities of responsive ads, users enter up to 15 different ad headlines and four descriptions. Google uses its massive data and artificial intelligence to determine which combination of features will help you achieve the goals established for a given campaign.
The potential for automated responsive campaigns is huge. However, it is wise to monitor the performance of machine learning campaigns relative to more manually-operated ones. It is inevitable that Google will use intelligence data from initial responsive ads to make proper adjustments moving forward.
The impact of broader geographic and language reach, increased ad real estate, and machine learning are positive for users of responsive search ads. A strong search ad plan is necessary to get the most value from these updates.
For more insights into the features and benefits of Google's expanded search ads, read Google Testing Expanded Text Headlines for Ads!