Improving AI-Powered Search Ads with More Flexibility
Google is using artificial intelligence (AI) to make Search ads more effective and relevant. As people’s search habits evolve, ads also need to adapt to ensure they reach the right audience in the best way possible. The key to this improvement is making ad assets—such as headlines and descriptions—more flexible.
Making Search Ads More Adaptive
What Are Responsive Search Ads?
Responsive search ads (RSAs) allow advertisers to provide multiple headlines and descriptions. Google AI then tests different combinations to see which ones work best for each user’s search. This means that each person who searches may see a slightly different version of the same ad, tailored to what’s most relevant to them.
Last year, Google introduced a feature allowing RSAs to sometimes show only one headline when that format is predicted to drive better results. This helped improve performance by making ads clearer and more engaging.
Now, Google is planning to give even more flexibility to how different parts of an ad appear. In some cases, the system may choose not to show certain content (like descriptions) if it determines that leaving them out leads to a better user experience. The goal is to create search ads that are more adaptable and relevant to each person searching.
New Ways to Use Your Headlines
What’s new?
- Previously, only sitelinks (clickable links leading to different pages of a website) could appear in certain parts of the ad.
- Now, Google ads can display up to two of your headlines in place of sitelinks, but only if the system predicts this will improve performance.
- These extra headlines will act as additional clickable links, leading to the same final URL as the ad.
Why is this helpful? When advertisers create search ads, they often write up to 15 headline variations, even though only three are displayed per ad. With this update, more of these headlines get a chance to appear, enhancing the impact of the ad while maintaining high relevance to search queries.
Keeping Ads Relevant & Controlled
While Google is increasing flexibility, advertisers still have control over key parts of their ad.
- If an advertiser pins specific headlines or descriptions to certain positions, they will always appear where they were set.
- Google will continue making sure assets match relevant keywords.
- Advertisers can check how their ads are being displayed by using the combinations report, which shows the most commonly used headlines, descriptions, and other assets.
A Global Update for Better Ad Performance
This update will be available in all languages worldwide and is designed to help advertisers make the most of their ad assets. By following Google’s RSA best practices, advertisers can ensure that their ads remain optimized and perform well.
For more details, refer to the original article on Google’s support page.