Google finally Set-up one ad with multiple headlines and a couple of descriptions, and will start testing combinations dynamically to serve the combination deemed most likely to achieve the advertiser’s stated goal to get more real estate than a standard text ad for giving the new machine learning option a go.
Google’s new responsive search ads are now in beta in AdWords, though not available to all advertisers yet.
They are part of the continuum to let machine learning models do the work of ad creative optimization. Some of the initiatives that have come before it: dynamic search ads, automated and suggestions and Google’s efforts over the past year to get advertisers to give up manual A/B testing and add at least three ads per ad group. This is the same concept, just more automated. And, of course, there’s the push to automated ad rotation optimization.
The argument for having multiple ads 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.
Need an incentive to try them? Google’s giving responsive search ads more character real estate than expanded text ads.
Show up to three headlines instead of two.
Show up to two 90-character descriptions instead of one 80-character description.