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Google has a new feature to roll out in the market soon, and it is expected to be huge. Responsive Search Ads is one of the most innovative features it introduced since the first release of Expanded Search Ads in 2016, and it is going to be life-changing for advertisers. This article will tell you the important information you need to know about this latest Google feature.

Responsive Search Ads: What Is It and What Makes it Different?

Responsive Search Ads is a search ad format by Google that is their biggest and most flexible one yet. It lets advertisers create multiple ad studies that adapt and show more relevant messages to audiences. 

Google, through the Responsive Search Ads, allows you to create and test different ad combinations. You can input up to 15 headlines and four descriptions, giving you more than 43 thousand possible combinations. Each of the multiple entries enables Google to adapt your ad’s content to match your target audience’s search terms. It also allows Google to monitor which among your thousand entries performs best. Over time, they will serve the best combination for each searcher, based on their browsing behaviour, browsing device, and the keywords they use. 

According to Google, Responsive Search Ads is expected to have a 5 to 15 per cent higher click-through rate (CTR) compared to traditional search ads. 

Creating the Responsible Search Ad

Creating this ad is simple, and it is similar to how you make expanded search ads, except that there are more headline and caption boxes. Here is a quick and easy guide: 

  • Click the blue “+” icon and select “Responsive Search Ad”
  • Input your ad’s Final URL or the landing page for the ad
  • Customise the display URL, if you want
  • Add up to 15 different headlines
  • Add up to four different descriptions
  • Optional: Add a tracking template by expanding the Ad URL options
  • Click “Save New Ad” 

Your ad will be reviewed and go live once approved. As of this writing, this feature is still in beta mode, but expect it to be available to all advertisers in the latter part of this year. 

Important Note: A Responsive Search Ad needs to have at least three headlines and two descriptions at the minimum, but do not settle for this number. Target more for better results, but do not forget to make each entry unique and well-thought-out for better results.

How Will It Look Like?

If you expect to see all three headlines in one ad, it still depends on the screen you are viewing it on. While Google will try to use all of the data you provide, it will also adjust according to the screen in use. Therefore, if you are using a mobile phone with a smaller screen, you may see fewer components of the Responsive Search Ad. 

However, the minimum they will show is at least two headlines and one description, making it still the longest and largest search ad existing yet. Google will test headlines in different positions every time, but pinning a particular headline or description is also possible. 


Google Responsive Search Ad is an exciting new feature on Google, giving flexibility and options to marketers. With it, Google helps advertisers find the best combinations that will work and make their expenses worth it. Once the feature reaches your dashboard, remember to follow the best practices for better results. 

Are you looking for Google Ads specialists to help you make your advertisement efforts more strategic and viable? 408 Media is a Google Premier Partner agency that can help you improve your overall digital performance. Contact us today to learn more about our services, or for a free PPC audit.



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