Learn how to set up responsive search ads to optimize ad performance
Not everyone has this feature yet. If you don't, don't worry—it's coming soon!
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.
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.
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.
Headlines and descriptions can appear in any order, unless you pin a header or description to a specific position. The second and third descriptions are optional, in cases where ads won't fit on a specific device. We recommend that you pin positions 1 and 2 for headlines and position 1 for descriptions.
For example, if you have text you want appearing in all your responsive search ads, pin it to Description position 1. Doing so will always show the text in the first part of your ad's description. Keep in mind, though, that pinning restricts the number of header or descriptions combinations to match a customer's search.
Ad strength indicates the diversity, quality, and quantity of the assets that make up a responsive search ad, ranging from "poor" to "excellent". This gets populated dynamically as you type your asset candidates and provides corresponding recommendations on how to better create your ad.