Google has announced responsive search ads will be the default ad type for Google Search ad campaigns in Google Ads. Users can still create the expanded text ads if needed. But Google does not think that users will need them as they are smart when it comes to machine learning.


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Statement By Google

The ways people search continue to change—and COVID-19 has only accelerated the pace of change. For example, searches for “takeout restaurants” have grown over 5000%,1 while searches for “online learning” have grown over 400%2 in the last year. Responsive search ads can help you reach more of your customers and grow your business in real time, even as consumer behavior changes. Using machine learning, responsive search ads automatically identify the best combination of headlines and descriptions to deliver the right ad to the right person. In fact, we’ve seen advertisers that add responsive search ads in their ad groups achieve up to 10% more clicks and conversions.

Responsive search ads test different sets automatically and learn which set performs the best for your ad description and headlines and put the best together for you on its own.

Responsive Search Ads
Image Source: Search Engine Roundtable

Here’s How The Responsive Search Ads Work:


The more descriptions and headlines you enter, the more the chances Google Ads has to serve ads that more accurately match your potential customer’s search queries, which therefore can enhance your ad performance. Google Ads gathers the text into several ad combinations when you enter descriptions and headlines in a way that avoids repetition, you can provide up to 15 headlines and 4 descriptions for a single responsive search ad which is different from expanded text ads. Google ads will test the most promising ad combination and learn which combinations work the best for different queries.

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