The RIGHT Way to Create Responsive Search Ads | Step-by-Step Tutorial
Summary
TLDRIn this informative video, the creator outlines a step-by-step guide on crafting responsive search ads, emphasizing the importance of unique, impactful ad copy that aligns with search intent. The video dispels the myth of ad strength's significance and offers practical tips for incorporating features, benefits, and social proof into ad headlines and descriptions. The creator also highlights the inefficiency of using all 15 available headlines for smaller accounts and suggests a more streamlined approach for optimal ad performance.
Takeaways
- 📝 The video provides a step-by-step guide on creating responsive search ads with a focus on high click-through rates.
- 🛋️ The example used is for an ad campaign of a company called 'Home Reserve', specializing in sectional sofas, targeting pet-friendly keywords.
- 📈 The importance of using a variety of unique headlines (up to 15) and four descriptions in ad creation is emphasized to avoid repetition and enhance ad performance.
- 🔍 The video discusses the significance of incorporating keywords into the display path for increased visibility and relevance in the ad.
- 🎯 Ad strength is mentioned as a metric introduced by Google to help improve ad creation, but it does not directly influence ad serving eligibility.
- 📊 The video clarifies that while ad strength is a helpful metric, it is not the sole determinant of ad performance, and one should focus on click-through and conversion rates.
- 💡 The presenter shares a simple template for creating impactful ads: message to intent, features and benefits, price promotions, social proof, and calls to action.
- 📝 The video also touches on the use of ad assets like images, business name, and site link, and the importance of including relevant ad assets to enhance the ad's appeal.
- 🔑 The presenter advises on reducing the number of headlines in smaller accounts to prevent overwhelming Google's optimization process and to achieve more focused results.
- 🚀 The video encourages viewers to research and understand their client or business thoroughly to create relevant and impactful ad copy.
- 📌 The video concludes by urging viewers to focus on the quality and impact of their ad copy rather than just the ad strength metric.
Q & A
What is the main focus of the video?
-The main focus of the video is to provide a step-by-step guide on how to create a responsive search ad, including an easy template for ad creation to achieve high click-through rates.
What is the company 'Home Reserve' selling?
-Home Reserve is selling sectional sofas.
What is the significance of the display path in ad creation?
-The display path is significant as it shows in the ad like a URL and can be used to incorporate keywords for extra emphasis and eye-catching appeal to the searcher.
How many unique headlines does the speaker recommend using in a responsive search ad?
-The speaker recommends using 15 unique headlines to give Google more opportunities to find a combination that will be impactful. However, they also note that it's not necessary to use all 15 if the ad is impactful with fewer headlines.
What is the importance of ad strength according to the video?
-Ad strength is not a direct factor influencing ad serving eligibility. Instead, it is a metric by Google to help improve the ad creation process and optimize performance. It should not be a primary concern over the actual performance metrics like click-through rate and conversion rate.
What are the key elements to include in a responsive search ad according to the video?
-The key elements include matching the search intent with relevant keywords, highlighting features and benefits, incorporating price promotions or guarantees, adding social proof, and including clear calls to action.
How does the speaker suggest optimizing the number of headline and description combinations?
-The speaker suggests reducing the number of headlines if the ad group has a low volume of impressions to make it easier for Google to test and optimize the combinations effectively.
What is the recommended approach to using the 15 available headlines in a responsive search ad?
-The recommended approach is to create unique headlines that are relevant and impactful, rather than repeating the same phrase over and over again. The number of headlines used should be based on the ability to maintain uniqueness and relevance, not just filling all 15 slots.
What are the main performance metrics to focus on according to the video?
-The main performance metrics to focus on are the click-through rate, conversion rate, and whether the ad is meeting the set goals such as cost per acquisition or return on ad spend.
How does the speaker address the concern of having too many combinations with 15 headlines and 4 descriptions?
-The speaker points out that with 15 headlines and 4 descriptions, there would be 2,730 possible combinations, which would require 273,000 impressions to test. This is often not feasible for smaller accounts, so reducing the number of headlines can make the optimization process more manageable.
What is the speaker's advice for those with smaller accounts or lower search volume?
-For those with smaller accounts or lower search volume, the speaker advises reducing the number of headlines to lower the number of combinations that need to be tested, making it easier for Google to optimize the ad effectively.
Outlines
📝 Introduction to Responsive Search Ad Creation
The speaker begins by expressing excitement about sharing a step-by-step guide on creating a responsive search ad. They aim to provide a simple template for effective ad creation that yields high click-through rates. The importance of ad strength is mentioned, and the speaker plans to discuss it further. The practical demonstration involves working within an ad group for a company called Home Reserve, focusing on pet-friendly keywords for sectional sofas. The speaker emphasizes the use of a blank canvas for creating the ad, highlighting the significance of display path, headlines, descriptions, and ad assets in the ad creation process.
🛠️ Crafting Impactful Headlines and Descriptions
The speaker delves into the specifics of crafting impactful headlines and descriptions for the ad. They stress the importance of creating unique headlines and avoiding repetition, even when using all 15 available slots. The speaker shares a formula for creating effective ads, which includes incorporating keywords, features, benefits, price promotions, social proof, and calls to action. They provide examples from an ad they created for Home Reserve, explaining the rationale behind each headline and how it aligns with the target audience's intent. The speaker also discusses the use of descriptions, emphasizing the need for a mix of feature-highlights and brand messaging.
🎯 Understanding and Improving Ad Strength
The speaker addresses the common misconceptions around ad strength, clarifying that it is a metric designed by Google to help improve ad creation rather than directly influencing ad performance. They reference Google's support page to validate this point. The speaker emphasizes that while ad strength can help identify opportunities for optimization, it should not be a primary concern. Instead, focus should be on creating impactful ad copy that resonates with the target audience and achieving good click-through and conversion rates.
🔢 Maximizing Ad Performance with Headline and Description Combinations
The speaker discusses the mathematics behind using all 15 headlines and four descriptions, pointing out the vast number of possible combinations. They argue that for smaller accounts with lower impression volumes, it's impractical to test all combinations, leading to many 'learning' performance labels with little actionable data. The speaker suggests reducing the number of headlines for smaller accounts to make the testing process more manageable and to ensure that Google can optimize the ad effectively. They reiterate the importance of focusing on the quality of ad copy and the actual performance metrics rather than the number of headlines used.
🚀 Wrapping Up Responsive Search Ad Creation
In the conclusion, the speaker summarizes the key takeaways from the video, reinforcing the step-by-step process for creating a responsive search ad and the template provided for impactful ad copy. They remind viewers to focus on writing ad copy that resonates with the searcher's intent and to concentrate on metrics such as click-through rate and conversion rate rather than the ad strength. The speaker invites viewers to ask questions in the comments and promises to respond, ending the video on a positive note with a teaser for the next video.
Mindmap
Keywords
💡Responsive Search Ad
💡Ad Strength
💡Click-Through Rate (CTR)
💡Keywords
💡Display Path
💡Headlines
💡Ad Copy
💡Features and Benefits
💡Social Proof
💡Call to Action (CTA)
💡Ad Assets
Highlights
The video provides a step-by-step guide on creating a responsive search ad, offering a simple and easy template for ad creation.
The speaker emphasizes the importance of high click-through rates and strong ads for successful advertising.
The example used in the video is for an ad group targeting pet-friendly sectional sofas under the brand Home Reserve.
The video explains how to utilize the display path effectively by incorporating targeted keywords to make the ad more eye-catching.
The speaker advises using all 15 headlines if they can be unique, but warns against repeating the same headline with different phrasing.
A formula for creating impactful ads is shared, which includes message to intent, features and benefits, price promotions, social proof, and calls to action.
The video provides a detailed explanation of how to match ad headlines with search intent and the importance of selecting relevant keywords.
The speaker discusses the significance of including features and benefits such as machine-washable, stain-resistant fabric, and changeable fabric covers in the ad copy.
The video highlights the use of social proof, like customer reviews and numbers, to increase the impact of the ad.
The speaker shares the strategy of using specific numbers like $1,138 instead of rounded figures for pricing to make them stand out more.
The video explains the concept of ad strength and clarifies that it does not directly influence ad serving eligibility, but rather is a metric to optimize ad creation.
The speaker references a third-party analysis that found no significant impact of ad strength on account performance.
The video concludes with advice on focusing on the quality of ad copy, click-through rates, conversion rates, and meeting goals rather than ad strength metrics.
The speaker provides a practical example of reducing the number of headlines in smaller volume accounts to simplify Google's optimization process.
Transcripts
hey this is awesome from grow my ads and
in today's video I'm going to go step by
step on how to create a responsive
search ad I'm going to give you a simple
easy template on the responsive search
ad creation so you create impactful ads
that will get high click-through rates
and I also am going to talk about ad
strength and why I think it's B so let's
dive
[Music]
in right so I am at an ad group inside
of an actual account for a company
called home Reserve they sell sectional
sofas so I am going to be building a new
ad for pet friendly keywords that we're
targeting so I'm in the ad group I just
simply go to this blue create an add
button hit responsive search ad now it
is going to autop populate ad copy that
has already been used so I am going to
clear this so we have a blank canvas to
work from
okay so you've got final URL display
path headlines you can add up to 15 and
then four descriptions as well as ADD
assets which I'll talk about a bit later
then during this process you have a few
things here add strength which I'll
discuss and then you get a preview of
the actual ad you're creating so let's
not worry too much about any of this
right now but let's just talk about
these pieces to the ad creation process
so here we have display path this will
simply
show right in the ad as if it's the URL
display that you're going to so this is
not a real URL homeserve.com
petfriendly however I'm adding in some
keywords so we do pet friendly sectional
so actually to make this better I should
do
this so it would look like this so this
isn't a real URL on our website but I've
now baked in one of the keywords we're
bidding on and this will actually show
in the ad so it just makes your ad pop a
little more many times this will be
bolded in the ad and so it's just an
extra place to put in usually the key
one of the keywords or part of the
keyword themes that you're bidding on
put them in this display path just for
some extra pop to the ad because again
it will bold it if it is a keyword
you're targeting and it's relevant right
it's pet friendly sectionals that we're
going after so even if it doesn't bold
it some cases it won't at least you've
got that baked in there again so it's
eye-catching to the person who's
actually going and searching for your ad
now you have 15 headlines okay so this
is where I see a lot of people make
mistakes they think I should go in and
just add all 15 headlines and the answer
to that is yes if you actually
create unique headlines 15 unique
headlines most people do not most people
are creating ads with the same headline
over and over again just in different
phrasing for example a lot of times when
doing audits I will find people adding
essentially the same phrase over and
over again so they'll do something like
pet friendly sofas sofa for pets shop
online now shop online order online buy
online 20% off promo promo 20% off so a
lot of people get caught up in this idea
well I have to fill out all 15 that's
what Google's telling me to do and in
reality they're just repeating the same
thing over and over again it's not
unique it does not do anything but add a
bunch of fluff and garbage to your ads
which I will talk about because a lot of
people get hung up on this ad strength
and I'll share what ad strength actually
does what it means it's good good little
trick by Google in there but I'll go
through the whole process of of the ad
strength piece but when you're creating
an ad I'm going to give you the formula
or a formula of making sure you're
actually creating an ad that's going to
be impactful also I have two YouTube
videos that we have done on creating
irresistible ads also using chat GPT to
help with creating ads those will be in
the description so we're going to have
we have more videos on actual ad copy
tips for now this video is more about
the the creation process of a responsive
search ad but make sure to go check
those videos out too okay so easy ad
copy template ideas that you should be
thinking about when creating ads that is
message to intent so simply in this ad
people are looking and searching for pet
friendly sectionals so just baking in
those keywords as the headline such as
pet friendly sectionals number two
you're going to be looking at features
and benefits so adding in any features
or benefits to your product or service
it's very easy to create headlines do
not add the same one over and over again
in different phrasing try to be unique
with each one of those features and
benefits number three price promotions
guarantees so those all sort of fit in
the same similar category if you have
price that's very competitive bake that
into that if you have a guarantee of
some sort 30-day money back 10-year
warranty anything of that such add that
and if you're running promotions
obviously promotions are huge bake the
promo into the ad that is likely to help
increase with click-through rate then
social proof if you've got a lot of
reviews or Awards bake that in and then
last call to action shop now buy now
free quote call us whatever at add in
several call to actions if you follow
that simple template you'll be able to
create very impactful ads now I'm going
to show you the ad that I have created
for home reserve on this pet friendly ad
group and I'm going to show why I have
some of the headlines in here and then
we're also going to go through some of
the further ad creation process you've
just heard the template that I like to
use when creating ads so here we have
pet friendly sectional dog and cat
friendly sectional pet friendly and
kid-proof these are matching the search
intent right and in fact this is
literally a keyword that I'm bidding on
right here which is pet friendly
sectional so I've got these in here
those normally will do well then
features and benefits so this is machine
washable that is going to resonate with
someone who owns a pet and if you have a
pet you know they can make a mess on
your sectionals so or a couch and so
machine washable huge huge feature stain
resistant fabric again that kind of goes
with the machine washable piece but this
is a copy that I know does well
especially to that pet owner demographic
changeable fabric covers again kind of
lives with these features here with
machine washable and stain resistant but
this is a big one you can actually
change out the fabric covers you can
wash them they're staying resistant and
if you needed to you can buy different
fabric covers so this is a big piece and
big feature for pet owners then I've
also baked in a few here made for Action
kids and pets this is just a very
impactful sort of headline I've tested
in the past so I made sure to put that
in here social proof loved by 880,000
plus
families I had that
misspelled so good thing for the little
red swiggle line underneath there so
yeah we got you know 880,000 families
have purchased from home Reserve that is
huge so loved by 80,000 families great
social proof right there pricing
starting at
1,138 I do like using exact numbers it
just pops more than if you were to use
let's say 1,000 so just all zeros so
like 1,138 really stands out numbers
stand out you know this 8,000 number
stands out if wanted to be like real
exact I could so like
8,125 plus F that pops however it's just
a bit odd in that case I'm just going to
leave it like that and this is actually
on the website itself 10-year warranty
so that's part of the guarantee piece
60-day no risk trial and then we've got
our call to actions shop now find your
layout build your sectional now where
did I even get all of this well very
simply
a lot of the copy on the website's
already here right great with kids and
pets here's change changes Fabrics so
there's the changeable Fab fabric piece
that I have now here's some things that
are also featuring benefits that I did
not use because it doesn't make sense
for a pet owner like tight spaces
rearranged layout fits anywhere that
works for the other AD groups and other
keyword sets that I'm going after but
for pets I have to go after what what
resonates the most what's going to be
the most impactful for that pet owner
who is actually searching for pet
friendly sectional sofas so here we go
I've got a lot of these features here
again changeable fabric covers machine
washable stain resistant 10year warranty
and 60-day no rest trial here's the
89,000 family piece so now listen home
Reserve has been a client of mine very
closely for many many years so I know
this client very well you may be writing
an ad for yourself or your own business
or maybe you're a freelancer agency and
you're writing an ad for a client go on
the website just browse around I like
reading reviews too seeing what people
are saying that helps a lot of times of
finding out what is going to be
impactful to that person and so this is
a lot I did not just randomly make this
stuff up this is some research that I
went into and this is how we've been
able to actually create this ad now with
descriptions I like to basically call
out features and benefits again I like
to have call to action so you'll see
like shop now and then brand messaging
is huge too and so usually I'll do two
that are feature and benefits and then
two that are more brand messaging pieces
so in this case I don't totally follow
that formula but I've got ma for action
with kids and pets so again calling out
the kids and pets piece Easy Clean
washable built-in AC accident protection
this is going to resonate with that pet
owner completely modular choose the best
layout for your space and budget risk
free trial this is just a head or a
description that I've used in the past
so I have baked that in there may or may
not do well I don't know get swatches
risk-free trial flexible forgiving pet
friendly sectionals there's that pet
friendly sectionals piece again shop now
there's my call to action and then
another just sectional C couches that
are pet friendly kid proof washable and
stain resistance again just another call
out on the features and
benefits here you go you can kind of see
this in the preview section here so this
is always kind of nice to see how this
actually potentially would look okay now
after descriptions you have images and
business name and business logo and site
link Etc these are ad assets I have a
full YouTube video that is going to be
in the description of of this video
below I have a full video on ad assets I
go through each in every ad asset what
it means what it looks like and how to
create them go check that video out in
this video I don't want to go through
all of that however I will leave you
with this make sure you add every ad
asset that makes sense for your ad an ad
group that you're actually building an
ad for so you'll have plenty to choose
from just make sure you're adding them
if they're relevant to the ad or ad
group that you're creating the ad in
Okay so oh one thing I want to talk
about and this is huge so ad strength
you see how this ad strength here people
will freak out about ad strength let me
share something with you that most
people have not seen this is straight
from Google's mouth it is on their
support page about ad strength for
responsive search ads it's this snippet
right here that's super important the ad
strength rating of an ad doesn't
directly influence your ads serving
eligibility instead the ad strength
rating identifies opportunities during
the ad creation or editing stage to
improve your ad to optimize their
performance what does that mean it means
the ad strength is a madeup metric by
Google to try to help you improve your
ad creation process it means absolutely
nothing when it comes
two headlines if they want or they can
show up to three I wanted to control
that though home Reserve should always
be number one in this and then we wanted
new deep sectionals to always show and
so that's at position two and then order
online today if they were to show all
three I'm basically controlling the ad
completely Google so here it shows all
three now Google can't do a bunch of
weird combinations this is the exact ad
message that we wanted right now at this
stage for our brand terms look at my ad
strength poor it's not poor this is a
brand campaign my keywords have 10 out
of 10 quality scores we're absolutely
getting an insanely High clickr rate and
obviously this ad performs well given
the fact that it's it's brand keywords
so this ad strength means nothing did we
see impression loss absolutely not did
we see decreases in conversion and
clicks no we did not with that there's
also and I will uh link this to in the
description there's a great blog post by
ad alysis which is a third-party Google
ads tool for optimizing they analyzed I
think like a million ads within their
group of accounts that they have that
use their software so quickly in this
wrap-up they have here this is really
what I wanted to point out this might
seem controversial but having an
excellent vers port for ad strength does
not seem to affect your account in any
significant way we conclude from our
research and then they've got a bunch of
different points here again Link in the
description on that I wanted to show
that though because they tested millions
of ads obviously in my video you're
seeing me just talk about one particular
brand I have tested this with multiple
clients we see no difference now let's
go back to our ad right should you use
all 15 headlines there's like I've seen
debates about this
I do not believe you have to if you can
use all 15 and be unique and your ad is
impactful absolutely you'll notice in
the ad I created today I only have 14 I
didn't even use now I could easily
probably find another one sure the more
headlines you give the more opportunity
you give Google to find a combination
that's actually going to be
impactful descriptions I always always
include four there's really no need not
to Google will usually only show two but
it's just four unique descriptions go
ahead and add four but headlines no I do
not believe you need to use all 15
however I'm not saying don't use all 15
only use 15 if you're creating relevant
unique headlines not repeating yourself
over and over again like I showed you as
an example in the beginning of this
video another thing to think about if if
you have 15 headlines in four
descriptions think how many combinations
that is I'll share with you how many
that actually is okay so I fired up
Claude AI tool that I like to use I
didn't want to do public math for you so
here we are so you've got 15 headlines
four four descriptions Google's going to
need about a 100 Impressions per ad
combination to know the performance of
that combination so you've got 15
headlines four descriptions all right
and you need 100 Impressions to
determine its performance for each
unique combinations okay well with 15
headlines and four descriptions total
number of possible combinations
2,730 total number of Impressions needed
273,000 to test all possible
combinations of headlines and
descriptions
that will never happen and that's why
well in most cases in big accounts yes
it does happen but for small
spender and you don't get thousands and
thousands or hundreds of thousands of
Impressions you're never actually going
to even give Google a chance to optimize
the combinations for all 15 headlines
and those four descriptions so let me
show what that actually looks like after
you have a an ad created it will give
you a performance label so let me show
you what that performance label looks
like all right so I have an ad pulled up
here if you go under view asset details
this will take you to some reporting on
it this then shows you the performance
labels that'll give your headlines and
descriptions so you can see here good
good good and then you see a bunch of
these in learning right well why are
they in learning part of the reason
responsive search ads usually need
around 2,000 impressions in the Google
search top that means the top ad spots
over 30 days to display a rating so in
most cases for for smaller accounts that
don't have a lot of volume of
Impressions you end up basically with
just a bunch of of these performance
ratings of learning you can't really
even do anything with that you have no
idea what that actually means in regards
to the performance of the description
and headlines so on accounts that have
lower search volume where I can't get
hundreds of thousands of impressions for
I actually like to reduce headlines on
purpose because now instead of going
from
2700 different combinations well if I
only am using five headlines I'm now
reducing the amount of combinations that
Google needs in order to test each
unique combination so I'm not telling
you not to use 15
headlines I am just telling you if you
have small volume of Impressions at your
ad group level you're never even going
to get performance labels cuz Google's
never even going to be able to actually
test all of the unique combinations if
you're using 15 headlines with four
descriptions I have seen better ad
testing results on smaller accounts just
by reducing the amount of headlines I am
testing with all of that said about ad
strength do not get caught on whether or
not your ad strength is excellent or
good or poor it does not matter here's
what you should be focused on are you
writing solid ad copy that's impactful
and resonates with the person who's
actually searching for the keywords
you're bidding on is the click-through
rate good is your conversion rate good
and are you hitting your goal whether
that's a cost per acquisition or return
on ad spin focus on that don't get
caught up on this madeup metric by
Google called the ad strength there you
go you now know how to create a
responsive search ad step by step I even
give you an easy template to follow that
way you are not creating a bunch of
fluff and repeating the same thing over
and over again and instead you're
writing impactful ad copy that will
resonate with the Searcher for the
keywords you're bidding on I hope you
got great value from this if you have
any questions put them in the comments
below I will gladly answer if I know the
answer and I will see you on the next
next
[Music]
video
Ver más vídeos relacionados
How GOOGLE ADS Works in 2024
ChatGPT For Ad Copy - 8 Google Ads & Facebook Ads Copywriting Prompts
How To Advertise on Instagram in 2024 (Complete Tutorial)
The RIGHT Way to Set Up Google Search Ads Campaigns in 2024 | Step-by-Step Tutorial
How To Set Up & Install The Facebook Pixel in 2024
Google Ads Complete Course 2024 | Part 1 - What is Ad Rank in Google Ads | Free Google Ads Course
5.0 / 5 (0 votes)