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About responsive search ads

About responsive search ads

Responsive search ads make creating ads easier by eliminating the need to figure out which headlines and descriptions work well together. You provide up to 15 headlines and 4 descriptions, and using these, Microsoft Advertising will mix and match the most optimal combinations to create effective ads for potential customers.

Analyzing ad performance to determine which ads perform best is also taken care of with responsive search ads. The best performing ad combinations are automatically identified and reported to you, while the ineffective ads aren’t shown again. Adapting your ad’s content to match what potential customers are searching for can help to improve your campaign’s performance.

Best practices for responsive search ads

  • Create responsive search ads with current expanded text ads to help avoid impression and click loss when testing effectiveness. In other words, use expanded text ads as a baseline to see how well your responsive search ads are performing.
  • Take advantage of the additional headline limits and aim to provide at least 8-10 distinct headlines that don’t contain similar phrases.
  • Take advantage of the additional character limits and provide at least two distinct descriptions, with a clear call-to-action for customers.
Create a responsive search adexpando image
  1. Select the campaign from the tree view in the left panel you want to set up dynamic search ads in.
  2. Select Responsive search ads under Ads and extensions from the type list in the left panel.
  3. Click Add responsive search ad in the data view.
  4. In the Edit the selected Responsive Search Ads pane, enter at least 3 headlines, with a maximum of 30 characters each, and at least 2 descriptions, with a maximum of 90 characters each. You can also pin up to 3 headlines and 2 descriptions to a specific position.
  5. Optional: Enter the Final URL, Final Mobile URL, and Path details.
  6. Optional: Select the Status, Device Preference, and Ad format preference.
Update an existing responsive search adexpando image
  1. Select the campaign from the tree view in the left panel you want to set up dynamic search ads in.
  2. Select Responsive search ads under Ads and extensions from the type list in the left panel.
  3. Select the responsive search ad you want to edit.
  4. In the Edit Responsive Search Ads pane, update the details.
Update multiple responsive search ads at the same timeexpando image
  1. In the type list from the left panel, select Responsive search ads under Ads and extensions.
  2. From the data view, click Make multiple changes and select Add/update multiple responsive search ads.
  3. In the Make multiple changes dialog box, under Add text ad data, do one of the following:
    • Paste data using the suggesting headings
      1. Click Insert headings.
      2. Underneath the headings row, paste the spreadsheet data.
      3. Click Edit headings.
      4. Under Edit headings, make sure that the correct heading is selected in the drop down box for each column.
    • Paste data from a spreadsheet that includes column headings
      1. Paste the spreadsheet data into the text box.
      2. Click Edit headings.
      3. Under Edit headings, make sure that the correct heading is selected in the drop down box for each column.
  4. Click Next.
  5. On the Import Completed page, after you review your changes, click Close.

Common questions about responsive search ads

What's the difference between responsive search ads and expanded text ads?expando image
The format for the two ad types are the same, with up to three headlines and two descriptions. Unlike expanded text ads, you can enter up to 15 headlines and four descriptions for responsive search ads. You can also pin a header or description to a specific position.
With the third ad title and second description, is it guaranteed that all will serve at the same time? expando image
The first and second headline and first description will always show, like they currently do for ads. With responsive search ads, your ad may show without the third headline or second description, depending on the screen size.
Will responsive search ads work with all existing ad extensions?expando image
Yes, all existing ad extensions will continue to display on responsive search ads.

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