About responsive search ads

Learn how to set up responsive search ads to optimize ad performance
Important

Responsive search ads make creating ads easier by eliminating the need to figure out which headlines and descriptions work well together to maximize your ROI. You can provide up to fifteen headlines and four descriptions or you can save time and maximize ad performance by enabling auto-generated assets for responsive search ads. Microsoft Advertising will use the most optimal combinations to create effective ads for potential customers. Enhance your headlines and descriptions by reviewing your ad strength score and implementing our suggestions for improvement. Our suggestions ensure that your ad text is relevant and appealing to people searching for your product or service.

You may choose to leverage your responsive search ads by copying them to multimedia ads. We'll take your existing responsive search ad assets and use them to convert your ads to multimedia ads. To learn more, see Multimedia ads.

Responsive search ads take care of analyzing ad performance. 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. See below for information on viewing your asset reports.

Save time by seamlessly adding images from your website to your responsive search ads. Learn more.

Best practices for responsive search ads

  • Create responsive search ads in existing ad groups. We recommend you have a minimum of one active responsive search ad in an ad group. Please note that there is a limit of three enabled responsive search ads per ad group.
  • Provide as many assets as possible. Aim to provide at least 8-10 distinct headlines that don't contain similar phrases. Use a combination of short and long headlines to maximize space on any device. Create titles that are related to your keywords and use at least 1 brand title. Use a single dynamic keyword insertion.
  • Make content distinct. Avoid repetitive language and create distinct descriptions. Include additional product or service benefits and features, a clear call to action, and shipping and return information.
  • Avoid pinning headlines or descriptions, if possible. Pinning restricts the number of headline or description combinations to match a customer's search.
  • Combine auto-bidding to optimize your target metrics.
  • Review your ad strength score and suggestions. Our suggestions can help optimize your assets and improve campaign performance.

Create a new responsive search ad

  1. From the collapsible menu on the left, select All campaigns > Ads & extensions > Ads.

    If you're using the new Microsoft Advertising navigation, from the navigation menu on the left, hover over Campaigns and select Ads & extensions > Ads.

  2. Select Create ad, and then select an ad group.
  3. For Ad type, select Responsive search ad.
  4. Enter your landing page URL in the Final URL box.
  5. There are two options for creating your Headlines and Descriptions:
    • Manually enter them. If you manually enter them, you can have between five and fifteen headlines and up to four descriptions. Optionally, you can pin them to specific positions.
    • Enable Auto-generated assets for responsive search ads. If you enable Auto-generated assets for responsive search ads, you must still provide at least three headlines and two descriptions.
  6. Enter the URL that will be shown in your ad in the Display URL box.
  7. Under Image extensions, select Add image to create a new image extension or choose from your image Recommendations.

    Note: Please consider all regulatory policies and risks before using image Recommendations if your ads are for highly regulated industries, such as pharmaceuticals.

  8. Select Save.
Notes
  • At least one eligible headline must be available for each position. You can't pin all of the headlines to the same position. A headline will only be eligible for its pinned position, or any position if not pinned. Bing AI chooses the best headline per position when ads are shown.
  • At least one eligible description must be available for each position. You can't pin all of the descriptions to the same position. A description is only eligible for its pinned position, or any position if not pinned. Bing AI chooses the best description per position when ads are shown.
  • For example, you can have 3 descriptions pinned to position 1, as long as you have at least one description that is either not pinned or pinned to position 2.

Update an existing responsive search ad

  1. From the collapsible menu on the left, select All campaigns > Ads & extensions > Ads.

    If you're using the new Microsoft Advertising navigation, from the navigation menu on the left, hover over Campaigns and select Ads & extensions > Ads.

  2. In the ad table, select the pencil icon pencil icon next to the ad you would like to edit.
  3. Enter your changes.
  4. Select Save.

Update multiple responsive search ads at the same time

  1. From the collapsible menu on the left, select All campaigns > Ads & extensions > Ads.

    If you're using the new Microsoft Advertising navigation, from the navigation menu on the left, hover over Campaigns and select Ads & extensions > Ads.

  2. Select the checkbox next to the ad you want to edit and select Edit > Change ads.
  3. In the Make changes to drop-down list, choose Responsive search ads.
  • To replace text in multiple ads:
    1. In the Action list, select Find and replace text, and then select the field in which you would like to replace the text.
    2. In the Find box, enter the text you want to replace.
    3. In the Replace with box, enter the new text you want to use.
    4. Select Save.
  • To add more headlines or descriptions:
    1. In the Action list, select Add and select Headlines or Descriptions.
    2. Enter the new headlines or descriptions text.
    3. Select Save.
  • To remove headlines or descriptions:
    1. In the Action list, select Remove and select Headlines or Descriptions.
    2. Select Contains, Equals, or Starts with and enter the text to find the headlines or descriptions you want to remove.
    3. Select Save.
  • To change current pin settings:
    1. In the Action list, select Pin and select Headlines or Descriptions.
    2. Select Contains, Equals, or Starts with and enter the text to find the headlines or descriptions you want to re-pin.
    3. In the Pin to list, select the position you want to pin the headline or description to.
    4. Make your changes and select Save.
  • Add images from your website to your responsive search ads

    The redesigned ad creator experience allows you to choose which images from your website you would like to include in your responsive search ads.

    You can easily add images from your website to your ads:

    1. When creating or updating your responsive search ad, under Image extensions, select Add images > Website images.
    2. Choose which image you would like to show with your ad.
    3. Select Save.

    View responsive search ad performance reports

    View your responsive search ad assets for a single ad:

    1. From the collapsible menu on the left, select All campaigns > Ads & extensions > Ads.

      If you're using the new Microsoft Advertising navigation, from the navigation menu on the left, hover over Campaigns and select Ads & extensions > Ads.

    2. Select View assets details below the appropriate responsive search ad.

    View your assets for all responsive search ads across campaigns:

    1. From the collapsible menu on the left, select All campaigns > Ads & extensions > Assets.

      If you're using the new Microsoft Advertising navigation, from the navigation menu on the left, hover over Campaigns and select Ads & extensions > Assets.

    2. Check the columns in the grid to view asset performance.
    3. To view your assets for all responsive search ads across ad groups within a campaign, you can select a specific campaign and then select Assets.

    View your combination report:

    In the combination report, you can view the best performing ad combinations and assets for your responsive search ads.

    1. From the collapsible menu on the left, select All campaigns > Ads & extensions > Ads.

      If you're using the new Microsoft Advertising navigation, from the navigation menu on the left, hover over Campaigns and select Ads & extensions > Ads.

    2. Select View assets details below the appropriate responsive search ad.
    3. Select Combinations.
    4. View your responsive search ads.

    Note: If you've enabled auto-generated assets, any auto-generated assets that served in your ads will be included in the combination report.

    Edit your text assets:

    Note

    Not everyone has this feature yet. If you don't, don't worry—it's coming soon!

    1. From the collapsible menu on the left, select All campaigns > Ads & extensions > Ads.

      If you're using the new Microsoft Advertising navigation, from the navigation menu on the left, hover over Campaigns and select Ads & extensions > Ads.

    2. Select View assets details below the appropriate responsive search ad.
    3. Hover over the text assets (headlines or descriptions) you want to edit.
    4. Select the pencil icon and make your edits as necessary.
    5. Select Save.

    Note: Your edits will go into effect and will start serving in your ads about five minutes after selecting Save.

    About ad strength

    Your ad strength score rates the diversity, quality, and quantity of your responsive search ad assets (Headlines and Descriptions). The ad strength score can be “Poor,” “Average,” “Good,” or “Excellent.” This score tells you how effective and relevant your responsive search ads are. To help ensure that you maximize ad performance and don't miss out on opportunities, we provide suggestions for improvement along with your ad strength score. Advertisers who improve their ad strength score from "Poor" to "Excellent" see 33% more CTR (click-through rate) on average. To help improve your ad strength, you can enable auto-generated assets and Microsoft Advertising will automatically generate assets (Headlines and Descriptions) to maximize your ad performance.

    Please note that your ad strength rating takes auto-generated assets into account if you've enabled them for your campaign.

    There are three ways to view your ad strength score and suggestions: During responsive search ad creation, in the ad grid, and in reporting.

    View your ad strength in the ad grid
    1. From the collapsible menu on the left, select All campaigns > Ads & extensions > Ads.

      If you're using the new Microsoft Advertising navigation, from the navigation menu on the left, hover over Campaigns and select Ads & extensions > Ads.

    2. Review the Ad strength column for the appropriate responsive search ad.
    3. Review our suggestions by hovering over the ad strength score in the column.
    4. Download your ad strength report from the table toolbar.
    View your ad strength in reporting
    1. From the top menu, select Reports > Default reports > Performance > Ad.
    2. Review the Ad strength column for the appropriate responsive search ad.
    3. Review our suggestions by hovering over the ad strength score in the column.
    4. Download your ad strength report from the table toolbar.
    Suggestions

    There are several suggestions we may have for you based on your ad strength:

    • Add longer descriptions or headlines: Maximize the amount of ad text you have available and provide potential customers with more information about your product or service.
    • Add more descriptions or headlines: Be sure to add up to four descriptions and fifteen headlines so you can have as many ad combinations as possible.
    • Include popular keywords in descriptions or headlines: Review your keyword metrics in the keyword grid:

      From the collapsible menu on the left, select All campaigns > Keywords > Keywords.

      If you're using the new Microsoft Advertising navigation, from the navigation menu on the left, hover over Campaigns and select Keywords > Keywords.

      Then, include popular keywords in your headlines or descriptions.

    • Make your descriptions or headlines more unique: Avoid using repetitive language and highlight your product or service by focusing on distinctive selling points to attract customers.
    • Unpin description or headline positions: When you pin your descriptions or headlines to specific positions, you decrease the number of ad combinations. Unpin them to create more ad variation and help attract customers.
    • Use dynamic keyword insertion in descriptions or headlines: Automatically customize your ads to make them more effective and relevant by using dynamic keyword insertion.

    Auto-generated assets for responsive search ads

    Auto-generated assets for responsive search ads is a campaign-level setting that allows Microsoft Advertising to automatically generate assets (Headlines and Descriptions) to maximize your ad performance. We'll use information pulled from your landing page (Final URL) to automatically generate relevant assets.

    Benefits of using auto-generated assets
    • Save time. Let Microsoft Advertising automatically create your Headlines and Descriptions, so you don't have to create them manually. Enabling auto-generated assets will increase the number of assets available for your responsive search ads.
    • Improve ad performance. We'll generate assets that are expected to return the best results, such as higher click-through rates (CTR), conversion rates, and more impressions.
    • More relevant ads. We'll leverage content from your website's landing page to customize your assets based on what potential customers are searching for.
    Enable auto-generated assets for responsive search ads
    1. From the collapsible menu on the left, select Campaigns.

      If you're using the new Microsoft Advertising navigation, from the navigation menu on the left, select Campaigns.

    2. Select the appropriate campaign.
    3. Select Settings.
    4. Select the checkbox under Auto-generated assets for responsive search ads.
    5. Select Save.
    Opt out of auto-generated assets for responsive search ads
    1. From the collapsible menu on the left, select Campaigns.

      If you're using the new Microsoft Advertising navigation, from the navigation menu on the left, select Campaigns.

    2. Select the appropriate campaign.
    3. Select Settings.
    4. Clear the checkbox under Auto-generated assets for responsive search ads.
    5. Select Save.
    Edit your auto-generated assets for responsive search ads settings
    1. From the collapsible menu on the left, select Campaigns.

      If you're using the new Microsoft Advertising navigation, from the navigation menu on the left, select Campaigns.

    2. Select the appropriate campaign(s).
    3. Select Edit > Edit auto-generated asset settings.
    4. Select Save.
    Delete your auto-generated assets
    1. From the collapsible menu on the left, select All campaigns > Ads & extensions > Assets.

      If you're using the new Microsoft Advertising navigation, from the navigation menu on the left, hover over Campaigns and select Ads & extensions > Assets.

    2. Select the checkbox next to the auto-generated asset(s) that you want to delete.
    3. Select Delete in the blue bar.
    4. Select Yes to acknowledge that your selected asset(s) will be permanently removed from all campaigns, ad groups, and ads associated with your account.
    View reports for your auto-generated assets for responsive search ads

    Asset report

    There are two ways to view asset reports for auto-generated assets:

    • View your auto-generated assets for a single responsive search ad:
    1. From the collapsible menu on the left, select All campaigns > Ads & extensions > Ads.

      If you're using the new Microsoft Advertising navigation, from the navigation menu on the left, hover over Campaigns and select Ads & extensions > Ads.

    2. Select View assets details below the appropriate responsive search ad.
    3. View the Source column to see if the asset was auto-generated or advertiser-provided.
    • View your auto-generated assets for all responsive search ads across campaigns:
    1. From the collapsible menu on the left, select All campaigns > Ads & extensions > Assets.

      If you're using the new Microsoft Advertising navigation, from the navigation menu on the left, hover over Campaigns and select Ads & extensions > Assets.

    2. Select View assets details below the appropriate responsive search ad.
    3. View the Source column to see if the asset was auto-generated or advertiser-provided.

    Combination report

    In the combination report, you can view the best performing ad combinations and assets for your responsive search ads.

    1. From the collapsible menu on the left, select All campaigns > Ads & extensions > Ads.

      If you're using the new Microsoft Advertising navigation, from the navigation menu on the left, hover over Campaigns and select Ads & extensions > Ads.

    2. Select View assets details below the appropriate responsive search ad.
    3. Select Combinations.
    4. View your responsive search ads. If you have auto-generated assets enabled, you can view those in combination with the ads.

    Best practices for upgrading expanded text ads to responsive search ads

    Upgrade your expanded text ads to responsive search ads to maximize your ad performance. Here are a few tips for effectively making this transition:

    • There are two ways to upgrade your existing expanded text ads:

      Manual upgrade: Create new responsive search ads in Microsoft Advertising. For more information, see Create a new responsive search ad. We recommend that you leverage top-performing content from your existing expanded text ads by applying that content to distinct responsive search ad assets (headlines and descriptions).

      To view your expanded text ad performance, you can create an ad performance report. For more information, see Create a report.

      Automatic upgrade:

      Important

      Before January 2, 2023, you can review our recommended responsive search ads in Microsoft Advertising or Ad Insight API. Starting December 5, 2022, we'll automatically upgrade your expanded text ads to responsive search ads using these recommendations. Learn more about this one-time automatic upgrade.

      • Visit the Recommendations tab to save time. We'll suggest AI-generated recommendations based on headlines and descriptions from your active ads, including expanded text ads. In the Recommendations tab you can also see which specific ad groups don't contain any responsive search ads, e.g. you can see which ad groups you need to add at least one active responsive search ad to.

        Keep in mind there are different types of recommendations and not all of them may be for ads. Here's how to view our recommendations specifically for the purpose of creating new responsive search ads:

        1. From the collapsible menu on the left, select Recommendations.

          If you're using the new Microsoft Advertising navigation, from the navigation menu on the left, hover over Campaigns and select Recommendations.

        2. Select Ads & extensions.
        3. View and apply our recommendations for automatically creating new responsive search ads.

        To learn more about Recommendations, see Ad recommendations can help boost performance.

      • Use Google import if you already have responsive search ads set up in your Google Ads account, Google import is your shortcut to mirror your campaigns/ad groups in Microsoft Advertising and Microsoft Advertising Editor. We highly recommend automatically scheduling Google imports to make this migration easier for you.
    • Make sure there's at least one active responsive search ad in each standard ad group in your search campaigns.
    • Get familiar with responsive search ad performance reporting. Optimize your current responsive search ads by reviewing asset strength, combination reports, and other details within the Asset tab. You can also edit your text assets.

      View your responsive search ad assets for a single ad:

      1. From the collapsible menu on the left, select All campaigns > Ads & extensions > Ads.

        If you're using the new Microsoft Advertising navigation, from the navigation menu on the left, hover over Campaigns and select Ads & extensions > Ads.

      2. Select View assets details below the appropriate responsive search ad.

      View your assets for all responsive search ads across campaigns:

      1. From the collapsible menu on the left, select All campaigns > Ads & extensions > Assets.

        If you're using the new Microsoft Advertising navigation, from the navigation menu on the left, hover over Campaigns and select Ads & extensions > Assets.

      2. Check the columns in the grid to view asset performance.
      3. To view your assets for all responsive search ads across ad groups within a campaign, you can select a specific campaign and then select Assets.

      View your combination report:

      In the combination report, you can view the best performing ad combinations and assets for your responsive search ads.

      1. From the collapsible menu on the left, select All campaigns > Ads & extensions > Ads.

        If you're using the new Microsoft Advertising navigation, from the navigation menu on the left, hover over Campaigns and select Ads & extensions > Ads.

      2. Select View assets details below the appropriate responsive search ad.
      3. Select Combinations.
      4. View your responsive search ads.

      Note: If you've enabled auto-generated assets, any auto-generated assets that served in your ads will be included in the combination report.

      Edit your text assets:

      Note

      Not everyone has this feature yet. If you don't, don't worry—it's coming soon!

      1. From the collapsible menu on the left, select All campaigns > Ads & extensions > Ads.

        If you're using the new Microsoft Advertising navigation, from the navigation menu on the left, hover over Campaigns and select Ads & extensions > Ads.

      2. Select View assets details below the appropriate responsive search ad.
      3. Hover over the text assets (headlines or descriptions) you want to edit.
      4. Select the pencil icon and make your edits as necessary.
      5. Select Save.

      Note: Your edits will go into effect and will start serving in your ads about five minutes after selecting Save.

    Automatic upgrade: Expanded text ads to responsive search ads

    On December 5, 2022, Microsoft Advertising will upgrade your expanded text ads to responsive search ads, which will help drive a stronger return on investment (ROI).

    What you need to know
    • Before December 5, 2022, you can review the recommended responsive search ads in Microsoft Advertising or Ad Insight API. To review the recommended responsive search ads in Microsoft Advertising:

      From the collapsible menu on the left, select Recommendations.

      If you're using the new Microsoft Advertising navigation, from the navigation menu on the left, hover over Campaigns and select Recommendations.

      Then, select Ads & extensions.
    • To receive the complete list of recommended responsive search ads, please contact your account manager or contact support.
    • The one-time automatic upgrade won't affect your auto-apply recommendations settings.
    • We'll automatically create responsive search ads for you using the assets from your existing expanded text ads.
    • The quantity of responsive search ads we'll generate for you will vary depending on the number of your ad groups containing expanded text ads.
    • Your expanded text ads won't be paused or deleted, and the automatic upgrade won't impact your existing expanded text ads.
    How to opt out of the automatic upgrade

    There are two ways you can opt out of the automatic upgrade:

    • When you sign in to Microsoft Advertising, you'll see a message with the information about the automatic upgrade. Select No thanks below the message to opt out of the automatic upgrade.
    • Contact your account manager before December 5, 2022, to opt out.
    • Dismiss the recommendation for an automatic upgrade from Microsoft Advertising or Ad Insight API.

    Note: We'll automatically upgrade your expanded text ads to responsive search ads as a one-time upgrade. If you don't opt out, you won't be able to cancel the one-time automatic upgrade.

    Common questions about responsive search ads

    How do I add Disclaimer in ads to my responsive search ads?expando image
    Disclaimer in ads is now available for responsive search ads. Learn more about Disclaimer in 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.
    How can I monitor my responsive search ads' performance?expando image
    Now that you've created responsive search ads, here are some ways you can see how they're performing.
    • Track ad group metrics. Ad groups that contain both text ads and responsive search ads generally perform better, with improvements across different variables like click-through rates, conversions, and impressions.
    • Monitor performance data before and after creating responsive search ads. We recommend that you check your ad group's performance data a week before adding responsive search ads, let them run for at least one week or more, and then check how your ad group is performing. Keep in mind that each ad should have a minimum of 1,000 impressions to be able to properly evaluate the ad's performance.
    • Evaluate asset performance. You can view impressions by asset and combination by selecting View asset details under each responsive search ad in the table. Pay attention to the impression data and focus on updating assets with the lowest impressions to improve performance.
    With the third ad title and second description, is it guaranteed that all will serve at the same time? expando image
    The system is constantly evaluating best ways to show the text ad based on screen size and other constraints.
    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.
    What does pinning a headline or description to a specific position do?expando image

    Headlines and descriptions can appear in any order, unless you pin a header or description to a specific position, when headlines or descriptions are shown. We recommend that you pin positions 1 and 2 for headlines and position 1 for descriptions.

    Keep in mind that pinning restricts the number of header or descriptions combinations to match a customer's search.

    To maximize impressions across all ad formats, the descriptions might not always be shown in your ad.

    What is ad strength?expando image
    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.
    How do I view and apply responsive search ad recommendations?expando image
    Recommendations are AI-driven suggestions provided by Microsoft Advertising. These customized recommendations are based on headlines and descriptions from your own active ads in the same ad group, as well as your account's historical performance, campaign settings, and trends. Leverage these custom recommendations to add responsive search ads to your ad groups, which can help improve your campaign performance.
    1. From the collapsible menu on the left, select Recommendations.

      If you're using the new Microsoft Advertising navigation, from the navigation menu on the left, hover over Campaigns and select Recommendations.

    2. Under All recommendations, find the responsive search ad recommendation tile and select View recommendation.
    3. Review the recommended responsive search ad and select Apply.
      You can also make edits to the recommended ad, which go through a review. During the review, which typically takes less than three hours (but could take up to one business day), your ad might not run.

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