New Responsive Search Ads use machine learning to increase performance

This month, at Google Marketing Live 2018, Google launched a new ad in Google Ads (former Adwords), in beta and not available to all AdWords advertisers. For now, the ads are only available in English, French, German, and Spanish. Responsive Search Ads let advertisers create an ad that adapts to show more text.

Advertisers enter many headlines and descriptions when creating a responsive search ad, and over time, AdWords will automatically test different combinations and learn which combinations perform best. By adapting your ad’s content to match potential customers’ search terms more closely, responsive search ads may improve the campaign’s performance.

Example of a Responsive Search Ad
Example of a Responsive Search Ad

“Responsive search ads combine your creativity with the power of Google’s machine learning to help you deliver relevant, valuable ads,” wrote Jerry Dischler, Vice President, Product Management at Google.

Google says that on average, advertisers who use Google’s machine learning to test multiple creative see up to 15 percent more clicks. Responsive search ads will start rolling out to advertisers over the next several months.