Improving Search Ads with AI and Flexible Assets
Google is making Search ads more effective by using AI to adjust how different parts of an ad (like headlines and descriptions) are displayed. This change helps businesses show the most relevant messages to users and improve ad performance.
Making Search Ads More Dynamic with AI
Google has been working on ways to improve Responsive Search Ads (RSAs). These ads automatically mix and match different headlines and descriptions to find the most effective combination. Previously, Google made updates that allowed just one headline to appear when it was predicted to perform better. Now, they are taking this flexibility even further.
With this update, Google’s AI will decide which combinations of headlines, descriptions, and other assets work best—sometimes even leaving out certain parts if that improves results. This means businesses can worry less about manually choosing the perfect combination and instead let AI optimize their ads for them.
Maximizing the Use of Existing Assets
One of the key updates is letting more of your headlines be used in different places within an ad. Now, up to two unused RSA headlines can be displayed in the space that was previously reserved just for sitelinks. These extra links will direct users to the main landing page of the ad.
Here’s an example:
In this image, two headlines that weren’t originally used in the main ad—“Free Shipping on Laptops” and “Unbeatable Prices & Family Savings!”—appeared as additional links because they were predicted to boost performance.
This change is beneficial because advertisers often write multiple headlines (up to 15), but only a few are used in a single ad. Now, more of these headlines will have a chance to be displayed, ensuring that a business’s message reaches the right people in different ways.
Maintaining Relevance While Optimizing Ads
Even with these changes, Google assures advertisers that their ad messages will stay relevant to user searches. If certain headlines or descriptions are “pinned” to specific positions (e.g., a business wants a certain headline to always appear first), those settings will still be respected.
Advertisers can use the Combinations Report to see how their headlines and descriptions are being used across different ad formats.
What Advertisers Should Do
These updates are rolling out globally in all languages. Businesses should continue following best practices for Responsive Search Ads to ensure their ads perform well. Google is committed to making advertising smarter and more efficient, allowing advertisers to reach more customers effectively.
For more details, please refer to the original article.