In the past 18 months, we've moved from traditional ads to extended text ads, from new text ads to responsive ads of research. Which ones work better? How should I make the transition? SMX West's "Restarting Text Ads" session provided attendees with a lot of information to consider for your text ads to work for you.
Kissing Customization of Announcements: Use All Available Tools
 Sean Murphy Stresses how much the restart of the ad and text is entirely focused on personalization. All the power behind machine learning and artificial intelligence helps advertisers to send individualized advertising messages to users. This allows us to personalize our experiences in ways that we have not been able to do before.
Do not back away with customization. Bend down and kiss him. And the way we can embrace it is to understand what's in your ad copy toolbox and how they interact with each other. Each of these tools has a specific purpose.
Tool # 1: Extensive Text Ads – Your Screwdriver Game
The text ads developed are the screwdrivers. You need a lot of them to succeed and you can not get away with one. Keep in mind when you need several questions and best practices.
What do your customers tell you about themselves when they conclude a sale? What are the demographic criteria and audience to which your audience belongs? What is it that convinces your customers to want your product? What's mostly featured on the landing pages you use in your ads? Do not forget to keep a wide variety of text ads developed. Sean tends to see a higher click conversion when it is associated with a smart auction.
Tool # 2: Responsive Search Ads – The Versatile Hammer
These ads are: not here to replace extended text ads. Think of them as a catch-all to be useful for exploring new combinations and not missing any incremental impressions. When thinking about RSA, keep in mind a few things.
Remember to expand.Use a unique landing page for each RSA. Check out your combination of assets. Revisit the strength of ads and suggestions provided by Google. Remove titles that do not do not serve and test new ones. remove the most popular titles in their own text ads and remove them from your RSA.
We should not consider current text ads as responsive ads to extended text ads. Use them as a set of complementary tools.
Tool # 3: Ad extensions – Your faithful multi-tool
Before entering the ads personalization in Google, the ad extensions were the first step in Google's personalization. . And over the past five years, the variety and options available have increased significantly. Here are some principles to guide you as you explore ad extensions.
Many extensions (more real estate) generally work better. You can find flexible uses for most ad extensions. Do not be redundant. You may lose visibility.Do not contradict the message in your main text ads. If dynamic extensions are displayed, it may be that something is missing. You can disable dynamic extensions if you are concerned about compliance.
Advertisers can use a lot of ad extensions. Do not be afraid to test creative solutions to find a way to make these extensions useful for your business.
Ad variations allow you to test changes to your ads in multiple campaigns. the same account. Some tips for optimizing ad variations include innovation in your calls for action. Take your key features and find new ways to rephrase them. You can also modify your adjectives to see if a new variant is more resonant among users.
5 Tips for Writing New Announcements After Restarting the Announcement and Text
Mark Irvine Explained that the Announcements from 2000 to 2016 had 90 characters maximum. Ads are getting bigger and we now have 300 characters. That's almost twice as much as the original ads we used for the first time on the Google Ads platform. After using the numbers with his customers at Wordstream, Mark found that advertisers were seeing an average CTR increase of 12% just by switching to the new ad formats in Google Ads. In Bing Ads, this increase in the clickthrough rate is excellent, at 22%.
But the averages can be wrong. Although Google's CTR rate was 12%, one-third did not notice any insignificant changes or CTRs. Why do some people struggle with the new change? What we see is the third title or the second description might not appear. So, if the announcement we are writing may not be the one that shows up, we must remember five important tips.
# 1: Focus on the most important elements
If the third title and the second The description of our ads is not guaranteed, we can not rely on these components to relay our critical messages. Since some elements of your ad may not show, focus on the following:
Do not get into the habit of simply testing new items in an ad Textual enlarged. More space is big, but you can not see the incremental gains of your tests. Whether or not your ad appears the way you want it, you must keep the text-based ad components originally developed as the main piece of your test.
# 2: Define strong, independent elements in your ads.
Your first and second titles must be an independent clause. This means that the first two titles must have meaning and are complete. Your third title should be a dependent clause. Mark then gave a list of conjunctions and prepositions to avoid ending your second title or first description in case your enlarged text ad was shortened.
# 3: Write your new fields to know who will actually see them
Depending on the length of each field, some elements of the ad may be truncated or not to be displayed at all. on individual devices or screen sizes. It's funny to say that because most Google searches come from mobile devices, while Google showed the third title only 34% of the time, and the second description only 26% time.
A third strong title and second description are not written for mobile. Instead, write these new expanded text ad fields for the desktop only. Or, as Mark says, "Write your ads for those who will see them most often."
# 4: Use your new longer ads to give more to Google and your users
Avoid clogging and repetition of blatant keywords. Repeated use of the same keywords in an ad will not make it better because repetition may limit the visibility of your ad. Think about the value you offer, not only to your users, but also to Google so that the content of the ad is worth it. In addition, check your ad extensions to make sure that they do not just repeat the language used in your new ads.
Getting the most out of dynamic responsive ads
Simply add all of these items. Will be able to test and optimize more than 43,000 messaging variants that advertisers could not manually create themselves. But why are reactive search ads selling badly for many advertisers? Random titles can mean combinations that do not work well together.
As a result, advertisers may see an initial decrease in CTR. But over time, as Google's machine learning improves with increasing data, we see an improvement in CTR compared to what humans can test on their own. Generations of ads mean a lot more, and the duration of that growth will vary by account. Do not give up too early and continue to test responsive search ads.
The opinions expressed in this article are those of the invited author and not necessarily those of the search engine. Associated authors are listed here .
About the Author
Joe Martinez is Director of Customer Strategy for Clix Marketing . Although he is active in all aspects of the PPC, his true passions reside in the display, remarketing and YouTube. He regularly contributes to Search Engine Land, Marketing Land and WordStream. He has also written for PPC Hero, SEMrush, Unbounce, Leadpages, Optmyzr and AdStage. He has hosted webinars for SEMrush, Unbounce, Quora and Bing Ads. He is a regular speaker at conferences such as SMX Advanced, SMX West, SMX East, HeroConf, Confluence Conference, Digital Olympus, and more. Finally, he was named one of the 25 most influential CPP experts by PPC Hero in 2017 and 2018.