The two new tools include:
- Performance column: Identify the exact creative assets that are driving results in high volume ad groups. Improve “Low” rated assets, keep “Good” performing assets, and emulate the “Best” performing assets.
- Ad variations: Google Ads’ ad variations now supports responsive search ads, which lets advertisers run their own ad copy tests.
Google recommends getting started by adding at least one responsive search ad and two expanded text ads per group:
“This has proven to help advertisers reach new customers while delivering great results. For example, Trovit used responsive search ads to drive 44% more incremental site traffic, which resulted in 43% more conversions.”
Other Google-recommended best practices include monitoring ad strength, and pairing smart bidding with responsive search ads.
“Advertisers who improve Ad strength for their responsive search ads from ‘Poor’ to ‘Excellent’ see 6% more clicks on average.”
Matt Southern has been the lead news writer at Search Engine Journal since 2013. With a degree in communications, Matt has an uncanny ability to make the most complex subject matter easy to understand. When he’s not ferociously following and covering the search industry, he’s busy writing SEO-friendly copy that converts.